臺灣博碩士論文加值系統

本研究調查服務品質、價格公平性、品牌認同、品牌誠信、顧客滿意度之間的相互作用，以及它們對購買意願的影響。有鑑於這些因素在塑造消費者行為的關鍵作用，本研究採用量化方法來分析研究中收集的數據，利用調查和統計分析來檢視這些變數之間的關係。本研究樣本大小為338，本研究的結果顯示，服務品質有形性與服務品質保證都會影響顧客滿意度，而價格公平性會正面影響保證與顧客滿意度之間的關係。這項研究的結果也表明，品牌認同和品牌誠信與購買意願有正向影響。研究結果主要為數位環境經營下的企業提供建議，協助企業了解服務品質、價格公平、品牌認同、品牌誠信、客戶滿意和購買意圖間的相互作用。最後，本研究有助於更全面地了解影響線上消費者行為的因素，並提供在數位市場中營運的企業的策略上的建議。

This study investigates the interplay between service quality, price fairness, brand identity, brand integrity, customer satisfaction, and purchase intention. Recognizing the pivotal role of these factors in shaping consumer behaviour, this study employed a quantitative approach to examine the relationships between these variables. The sample size is 338. The results of this study show that tangible and assurance of service quality are positively associated with customer satisfaction and that price fairness may positively affect the relationship between assurance and customer satisfaction. The results of this study also show that brand identity and brand integrity are positively associated with purchase intention. The findings aim to provide insights for businesses seeking to navigate the digital landscape effectively, helping them understand the nuanced interplay between service quality, price fairness, brand identity, brand integrity, and customer satisfaction. Ultimately, the study contributes to a more comprehensive understanding of the factors influencing consumer behavior in the online realm, guiding strategic decision-making for businesses operating in the digital marketplace.

審定書 i
摘要 ii
Abstract iii
Acknowledgement iv
Table of Contents v
List of Tables vi
List of Figure vii
Chapter 1 Introduction 1
1.1 Research background & motivation 1
1.2 Research objectives 3
1.3 Research procedure 4
Chapter 2 Literature Review 6
2.1 Service quality 6
2.2 Price fairness 16
2.3 Brand identity 20
2.4 Brand integrity 25
2.5 Customer satisfaction 31
2.6 Purchase Intention 35
Chapter 3 Methodology 39
3.1 Framework model 39
3.2 Hypothesis 41
3.3 Sampling and data collection 46
3.4 Measurement 48
3.5 Analytical method 54
Chapter 4 Results 57
4.1 Descriptive analysis 57
4.2 The effect of demographic factor on purchase intention 59
4.3 Correlation analysis 64
4.4 Regression 65
4.5 Conclusion of the Result 69
Chapter 5 Conclusion and Suggestion 75
5.1 Research conclusion 75
5.2 Suggestion 81
5.3 Research limitation and future research direction 87
Reference 89

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