臺灣博碩士論文加值系統

論文名稱：場地依賴與再購意願關係之研究 總頁數：59
校(院)所組別：中國文化大學商學院國際企業管理學系碩士班
畢業時間及提要別：110年度第2學期碩士學位論文提要
研究生：鄭毓齡 指導教授：周建亨
論文提要內容：
根據過去的研究，探討場地依賴知覺學習對學習成效和表現影響，多以實體教學環境為資料收集情境為主，而非虛擬教學環境，且欠缺從場地依賴消費者的角度來探討再購意願的影響因素。 為此，本研究以場地依賴為觀點，探討場地依賴知覺學習消費者是否因場地的正面情感連結所產生之場地依附，而在使用線上語言學習平台時，對再購意願有所提升。因此，本研究的動機是探討場地依賴與再購意願之關係。此外，另一個動機是以滿意度作為中介變數，以了解場地依賴會影響到滿意度，而滿意度會影響到再購意願中介效果。
本研究以補教業作為研究產業，研究之受訪對象為參與過線上語學習平台的消費族群，資料收集工具為結構式問卷，有效問卷為250份。研究分析結果發現，在控制變數主觀規範的影響下，場地依賴與滿意度、滿意度與再購意願、場地依賴與再購意願呈顯著正相關，滿意度中介變數對場地依賴與再購意願亦有顯著影響，符合研究之假說。此一研究結果提供了行銷人員重要之管理意涵與未來研究建議。


關鍵字：場地依賴(field dependence)，滿意度(satisfaction)
再購意願(repurchase intention)，
主觀規範 (subjective norms)

The Effect of Field Dependence on Repurchase Intention
Student: Yu-Ling Cheng Advisor: Prof . Chien-Heng Chou
Chinese Culture University
ABSTRACT
Based on literature research, this paper explores the influence of field-dependent characteristics on learning effectiveness and performance in perceptual learning. In most of the literature reviews, the data gathered in the physical teaching environment is the main data collection situation, rather than the virtual teaching environment, and there is a lack of exploring the influencing factors of repurchase intention from the per-spective of field-dependent consumers. Accordingly, this study takes the field-dependence as the point of view, and figures out whether field- dependence per-ception learning consumers are more willing to repurchase when they use the online language learning platform because of field attachment caused by the positive emotional connection to the field. In addition, the motivation of this study is to investigate the relationship between field-dependence and repurchase intention. As a consequence, this study further uses satisfaction as a mediating variable, and dealing profoundly field-dependence not only affects satisfaction, but also affects the mediating effect of repurchase intention.
This study takes remedial education as the research industry. The respondents in the research are consumer groups who have participated in online language learning platforms. The data collection tool is structured questionnaires, and there are 300 valid questionnaires.
As a result, this research analysis shows that under the influence of subjective norm as a control variable, there is a significant positive correlation between field de-pendence and satisfaction, satisfaction and repurchase intention, field dependence and repurchase intention. Hence, the satisfaction as mediating variable has a significant positive correlation with both field dependence and repurchase intention. In conclusion, this study fits the research hypothesis and provides important managerial implications for marketers, as well as recommendations for future research.


Key Words: field dependence, satisfaction, repurchase intention, subjective norms

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．．． vi
內容目錄　．．．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．．． 2
　　第三節　　研究架構．．．．．．．．．．．．．．．． 3
　　第四節　　研究限制．．．．．．．．．．．．．．．． 4
第二章　　文獻探討．．．．．．．．．．．．．．．．．． 5
　　第一節　　再購意願．．．．．．．．．．．．．．．． 5
　　第二節　　場地依賴．．．．．．．．．．．．．．．． 13
　　第三節　　滿意度．．．．．．．．．．．．．．．．． 16
　　第四節　　研究假說．．．．．．．．．．．．．．．． 17
第三章　　研究方法．．．．．．．．．．．．．．．．．． 20
　　第一節　　資料來源及收集方法．．．．．．．．．．． 20
　　第二節　　變數操作型定義與問卷設計．．．．．．．． 22
　　第三節　　資料分析方法．．．．．．．．．．．．．． 26
第四章　　資料分析．．．．．．．．．．．．．．．．．． 28
　　第一節　　樣本結構分析．．．．．．．．．．．．．． 28
　　第二節　　信度分析．．．．．．．．．．．．．．．． 30
　　第三節　　相關分析．．．．．．．．．．．．．．．． 35
　　第四節　　假說檢定．．．．．．．．．．．．．．．． 37
第五章　　結論與建議．．．．．．．．．．．．．．．．． 39
　　第一節　　研究結論．．．．．．．．．．．．．．．． 39
　　第二節　　管理意涵．．．．．．．．．．．．．．．． 40
　　第三節　　未來研究建議．．．．．．．．．．．．．． 41
參考文獻　．．．．．．．．．．．．．．．．．．．．．． 43
附錄　　研究問卷．．．．．．．．．．．．．．．．．．． 56


表目錄
表 3- 1 場地依賴之量表．．．．．．．．．．．．．．．． 22
表 3- 2 再購意願之量表．．．．．．．．．．．．．．．． 23
表 3- 3 滿意度之量表．．．．．．．．．．．．．．．．． 24
表 3- 4 主觀規範之量表．．．．．．．．．．．．．．．． 25
表 4- 1 樣本結構分佈概況統計表．．．．．．．．．．．． 29
表 4- 2 場地依賴量表信度分析．．．．．．．．．．．．． 31
表 4- 3 再購意願量表信度分析．．．．．．．．．．．．． 32
表 4- 4 滿意度量表信度分析．．．．．．．．．．．．．． 33
表 4- 5 主觀規範量表信度分析．．．．．．．．．．．．． 34
表 4- 6 本研究變數之平均數、標準差及相關係數．．．．． 35
表 4- 7 迴歸分析之結果．．．．．．．．．．．．．．．． 37
表 5- 1 實證分析結果．．．．．．．．．．．．．．．．． 39


圖目錄
圖 1-1 研究架構圖．．．．．．．．．．．．．．．．．． 4
圖 2-1 理性行為理論架構圖．．．．．．．．．．．．．． 12

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