臺灣博碩士論文加值系統

法務部與矯正署近來積極鼓勵各監所，仿效或引進企業經營相關理念，開發高品質具特色的自營作業產品，極力發展出「一監所一特色」。本研究企圖探討關係品質與顧客知覺風險對顧客行為意向之影響，提供各監所作為推廣自營作業之參考。根據實證結果得知，購買監所生產品項者，具有高滿意度與高忠誠度及不在意世俗眼光，信賴監所自營作業產品對於品質的把關與堅持。如何強化網路行銷，拓展知名度；區域整合，將同屬區域內的各監所產品聯合販售，讓單一監所販售品項增加，消費者選擇性增加，進而刺激消費；另與民間結合開設專賣商店，降低購買的困難度，以提高客戶再購次數，以及更親民的價格與活化客訴處理，則是目前各監所在推廣自營作業業務時所必須關注的焦點。

Recently the Ministry of Justice and the Agency of Correction have encouraged each of the prison to develop into "One prison One feature" by introduce the concept of business management, developing high quality and self-conducted product. This research intend to study on the relationship among it's quality, perceived risk and customer's behavior intentions for prison's self-run business, in order to provide each prison's as a reference. According to a result of a partial research, the customer who bought products that manufactured by the prison have high satisfaction, high loyalty to the product, furthermore, regardless of stereotype. They keep their beliefs on the quality of the product that guaranteed by the prison. How to improve internet marketing, broaden their popularity is the key point that prisons that will provoke self-run business in the future should pay attention on. Area integration-- selling products that belongs to the same section at one time in order to increase the diversity of products within each prison, thus, customers may have more choices and stimulate consumption; the other is to cooperate with nongovernmental business and establish exclusive stores, reducing the difficulty of purchase in order to increase the amount of repurchasing from customers and more friendly prices with opening customer service.

目錄
中文摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 viii
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 2
第三節　研究流程 3
第二章　文獻探討 4
第一節　關係品質 4
第二節　知覺風險 7
第三節　顧客行為意向 11
第三章　研究方法 14
第一節　研究架構與假設 14
第二節　研究對象 16
第三節　研究工具 16
第四章　實證分析 29
第一節　樣本結構分析 29
第二節　研究量表之分析 32
第三節　相關性分析 37
第四節　迴歸分析 39
第五節　顯著性差異分析 42
第五章　結論與建議 59
第一節　研究結論與建議 59
第二節　研究限制 63
參考文獻 64
附　錄 70



表目錄
表2-1 知覺風險之構面分類彙整 9
表2-2 行為意向量表 12
表3-1 關係品質量表之構面與問項 16
表3-2 知覺風險量表之構面與問項 18
表3-3 顧客行為意向量表之構面與問項 20
表3-4 「關係品質」量表之項目分析摘要表 21
表3-5 「知覺風險」量表之項目分析摘要表 22
表3-6 「顧客行為意向」量表之項目分析摘要表 24
表3-7 研究量表之信度係數 26
表3-8 樣本回收狀況分析表 27
表4-1 人口統計分析表 30
表4-2 正式問卷研究量表之信度係數 32
表4-2-1 「關係品質」量表之構面描述性統計 32
表4-2-2 「關係品質」量表之題項描述性統計 33
表4-2-3 「知覺風險」量表之構面描述性統計 33
表4-2-4 「知覺風險」量表之題項描述性統計 34
表4-2-5 「顧客行為意向」量表之構面描述性統計 35
表4-2-6 「顧客行為意向」量表之題項描述性統計 36
表4-3-1 研究量表之整體相關性分析 37
表4-3-2 「關係品質」與「知覺風險」量表之相關性分析 38
表4-3-3 「關係品質」與「顧客行為意向」量表之相關性分析 38
表4-3-4 「知覺風險」與「顧客行為意向」量表之相關性分析 39
表4-4-1 關係品質對知覺風險之顯著性影響分析 39
表4-4-2 知覺風險對顧客行為意向之顯著性影響分析 40
表4-4-3 關係品質對顧客行為意向之顯著性影響分析 41
表4-4-4 知覺風險於關係品質對顧客行為意向影響之中介效果 42
表4-5-1 性別不同於「關係品質」量表之顯著性差異分析 43
表4-5-2 性別不同於「知覺風險」量表之顯著性差異分析 44
表4-5-3 性別不同於「顧客行為意向」量表之顯著性差異分析 44
表4-5-4 婚姻狀況不同於「關係品質」量表之顯著性差異分析 45
表4-5-5 婚姻狀況不同於「知覺風險」量表之顯著性差異分析 46
表4-5-6 婚姻狀況不同於「顧客行為意向」量表之顯著性差異分析 47
表4-5-7 年齡不同於「關係品質」量表之顯著性差異 47
表4-5-8 年齡不同於「知覺風險」量表之顯著性差異 48
表4-5-9 年齡不同於「顧客行為意向」量表之顯著性差異 50
表4-5-10 教育程度不同於「關係品質」量表之顯著性差異 51
表4-5-11 教育程度不同於「知覺風險」量表之顯著性差異 52
表4-5-12 教育程度不同於「顧客行為意向」量表之顯著性差異 54
表4-5-13 平均月薪不同於「關係品質」量表之顯著性差異 55
表4-5-14 平均月薪不同於「知覺風險」量表之顯著性差異 56
表4-5-15 平均月薪不同於「顧客行為意向」量表之顯著性差異 57
表4-5-16 自變項不同於研究因素之顯著性差異分析 58

圖目錄
圖1-1 研究流程 3
圖2-1 態度與行為意向之關係 11
圖2-2 服務品質與行為意向及財務結果 12
圖 3-1 本研究架構圖 14

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