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研究生:馮承詣
研究生(外文):FENG, CHENG-YI
論文名稱:以S-O-R模型探討產銷履歷商品影響顧客回購影響之因素-以量販店為例
論文名稱(外文):A Study of Factors Influencing Customers Repurchasing Traceable Agricultural Products (TAP) Based on S-O-R Model- A Case of Hypermarket
指導教授:吳立偉吳立偉引用關係
指導教授(外文):WU, LI-WEI
口試委員:林呈昱張國雄吳立偉
口試委員(外文):LIN, CHEN-YUCHANG, KUO-HSIUNGWU, LI-WEI
口試日期:2020-07-30
學位類別:碩士
校院名稱:東海大學
系所名稱:高階經營管理碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:中文
論文頁數:42
中文關鍵詞:S-O-R模型產銷履歷品牌形象知覺價值滿意度
外文關鍵詞:S-O-R ModelsProduction and Sales ResumesBrand ImagePerceived ValueSatisfaction
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近年由於台灣食品安全問題層出不窮,為確保食的安全,有食品身分證之稱產銷履歷商品,不僅有標示清楚的品名、TAP標章、第三方單位認證檢驗及產銷記錄可追朔,從產地到餐桌提供更安心、安全食材,也是顧客消費購物的新趨勢。
本研究的目的主要是以S-O-R(Stimulus-Organism-Response)模型探討顧客購買產銷履歷商品對於顧客回購影響效果,將品牌形象、產銷履歷、知覺價值作為外部情境項(S),經由信任、滿意度個體心理行為中介因素(O),最後影響顧客回購的決策反應(R),以量販店為例。
本研究採用網路問卷調查,調查對象為曾到過台灣量販店購買過產銷履歷商品的顧客,並以敘述統計、迴歸分析、皮爾森分析,進行分析研究共回收問卷235份,其中232份為有效問卷其回收率為98.72%。
研究顯示顧客購買產銷履歷商品影響顧客回購因素依序為:品牌形象、知覺價值、滿意度及信任,其中滿意度愈高對於顧客回購率越高。

【關鍵字】S-O-R模型、產銷履歷、品牌形象、知覺價值、滿意度

In recent years, due to the endless problems of food safety in Taiwan, in order to ensure the safety of food, there is a food identity certificate called production and sales resume goods, not only the clearly marked product name, TAP Sectors, third-party unit certification inspections, and production and sales records are confusing, providing more reassuring and safe ingredients from the place of origin to the table, and is also a new trend for customers to consume and shop。
The purpose of this study is mainly to.. S-O-R (Stimulus-Organism-Response) The model explores the impact of customers buying production and sales resume products on customer repurchases, and uses brand image, production and sales resume, and perception value as external situations (S) , Intermediary factors for individual psychological behavior through trust and satisfaction (O) , And finally affect the decision response of customer repo (R) , Take the mass dealer as an example。
This study uses a network questionnaire survey, which is aimed at customers who have purchased production and sales resume products at Taiwan dealerships, and conducted narrative statistics, return analysis, Pearson analysis, and analysis to study the co-recycling questionnaire 235 Serving, among which 232 The recovery rate of the effective questionnaire is 98.72% 。
Research shows that the purchase of production and sales resumes by customers affects the customer repurchase factor in order to : Brand image, perceived value, satisfaction and trust, where the higher the satisfaction, the higher the customer repurchase rate。

【Key words】S-O-R Models, production and sales resumes, brand image, perceived value, satisfaction。

論文摘要 I
ABSTRACT II
目次 IV
表次 VI
圖次 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 1
第三節 研究目的 2
第四節 研究架構 3
第二章 文獻探討 4
第一節 S-O-R模型 4
第二節 品牌形象 5
第三節 信任 5
第四節 產銷履歷 6
第五節 滿意度 7
第六節 知覺價值 8
第七節 顧客回購 9
第三章 研究方法 10
第一節 研究架構 10
第二節 變數操作型定義與衡量 11
第三節 問卷設計與抽樣調查 12
第四節 資料分析法 14
第四章 實證結果分析 16
第一節 樣本資料分析 16
第二節 信度分析 19
第三節 皮爾森相關係數分析 19
第四節 研究假設驗證分析 20
第五章 結論與建議 23
第一節 結論 23
第二節 管理意涵 24
第三節 研究限制與未來發展之建議 24
參考文獻 26
一、中文文獻 26
二、英文文獻 27


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