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論文名稱 Title |
探討顧客體驗品質、購物價值與滿意度、口碑、再購意願關係:以無印良品為例 Studying the relationship among the quality of customer experience, shopping value and satisfaction, word of mouth, re-patronage intention: An empirical study of MUJI |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
86 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2013-01-16 |
繳交日期 Date of Submission |
2013-01-17 |
關鍵字 Keywords |
正面口碑、再購意願、顧客體驗品質、滿意度、購物價值 Word-of-mouth, Satisfaction, Value, Encounter, Repeat patronage |
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統計 Statistics |
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中文摘要 |
本研究主要針對無印良品的消費者進行顧客體驗品質與滿意度之間的關係探討,加入購物價值作為中介,運用結構方程模式驗證購物價值與顧客體驗品質、滿意度之間的關係是否具有足夠的模型適配度。藉此企業可根據不同的消費者購物特性,探討如何創造適切有效的體驗環境以迎合目標顧客,使體驗元素的傳遞能更符合消費者需求。 經由結構方程模式分析各構面之問項是否符合信度與效度,運用驗證性因素分析驗證問項是否可作為分析本研究的研究工具。 本研究結果發現購物價值可作為部分顧客體驗品質與滿意度之間的中介變項,如此可說明當消費者購物特性為享樂性消費者,該消費者對於無印良品所認知的服務品質、訊息接觸品質、使用接觸品質較高,則其最終經由期望與實際感受所評估得滿意度也應較高,此可說明這之間具有正向影響。除此之外,本研究發現購物價值並無法在產品品質與滿意度之間扮演中介變項的角色,但加入產品品質與再購意願該假設,促使整體模型的配適度提高。 最終發現,滿意度與正面口碑、再購意願具有顯著影響,因此可說明無印良品如持續強化滿意度則可形成口碑效應與提高消費者再度至無印良品消費得意願,達到企業持續成長的目標。 |
Abstract |
This study focuses on studying the relationship between customer experience quality and satisfaction by adding the shopping value as an intermediary, and use of structural equation model to validate model goodness of fit. According to the value of shopping to create suitable environment to meet the targets, so that the transmission of experience element can be more effective. Using confirmation factor analysis to determine the questionnaire is available as a research tool. This study found that the shopping value can be intermediary between customer experience quality and satisfaction that may indicate that hedonic consumer perceive much higher quality of MUJI, much better service quality, communication encounter, usage encounter to be perceived, this may illustrate the positive influence between customer experience quality, shopping value and satisfaction. In addition, the study found that shopping value does not play the role of intervening variable between product quality and satisfaction, but add product quality and repurchase intention to the assumptions can improve the overall goodness of fit model. Finally, satisfaction and positive word of mouth, repurchase intention has a significant influence, indicate MUJI strengthen satisfaction continuously can improve positive word of mouth, and increase consumer re-patronage intention. |
目次 Table of Contents |
論文審定書..…………………………………………………………….i 致謝..……………………………………………………………………ii 中文摘要..………………………………………………………….….. iii 英文摘要..…………………………………………………...…………iv 第一章 緒論……………………………...……………………….1 第一節研究背景與動機…………...……………………………. 2 第二節研究問題與目的…………...……………………………. 3 第二章 文獻探討…………...……………………………………...4 第一節體驗品質…………...………………………………………4 第二節購物價值…………...………………………………………8 第三節 顧客滿意、正面口碑、再購意願……………………….11 第三章 研究方法…………...……………………………………..15 第一節 研究架構與理論模型…………………………………….15 第二節研究假設………...………….……………………………16 第三節資料蒐集與研究程序……...………………...……………21 第四節 操作性定義與研究變數…...………………...……………24 第五節 資料分析方法...………….………………………………..30 第四章資料分析與研究結果…………………………………..32 第一節樣本資料結構分析…….………………………………….32 第二節 各變項相關分析…….…………………………………… 32 第三節 問卷信效度分析…….…………………………………… 35 第四節 結構方程模式驗證研究模型………………….………… 48 第五章 結論與建議…….…………………………………………59 第一節 結果討論…….…………………………………………… 59 第二節 管理意涵…….…………………………………………… 60 第三節 研究限制與建議…….…………………………………… 61 參考文獻…….………………………………………………………...62 附錄一.……………………………………………………………….73 圖次 圖 3-1 研究架構圖…….………………………………………………15 圖 3-2 研究程序圖…….………………………………………………22 圖 4-1 服務品質驗證性因素分析修正模式圖…....………………….38 圖 4-2 產品品質驗證性因素分析修正模式圖……..…..…………….41 圖 4-3 訊息接觸驗證性因素分析修正模式圖…….………...……….42 圖 4-4 使用接觸驗證性因素分析修正模式圖…….…………………44 圖 4-5 購物價值驗證性因素分析修正模式圖…….…………………45 圖 4-6 關係結果驗證性因素分析修正模式圖…….…………………47 圖 4-7 顧客體驗品質結構方程式…….………………………………52 圖 4-8 本研究結構模式路徑圖…………...…………………………..54 表次 表 2-1 學者對顧客滿意度之定義…….………………………………12 表 3-1 信度檢測係數大小與可信程度…….…………………………23 表 3-2 問卷前測信度…….……………………………………………23 表 3-3 服務品質之操作性定義.………………………………………24 表 3-4 產品品質之操作性定義.………………………………………25 表 3-5 訊息接觸之操作性定義.………………………………………26 表 3-6 使用接觸之操作性定義.………………………………………27 表 3-7 購物價值之操作性定義.………………………………………28 表 3-8 滿意度、正面口碑之操作性定義.……………………………29 表 3-9 再購意願之操作性定義.………………………………………29 表 4-1 基本資料敘述統計…………………………………………….33 表 4-2 消費特徵分析………………………………………………….34 表 4-3 相關分析…………………………….…………………………35 表 4-4 測量模式良窳之判斷標準…………………………………….37 表 4-5 適合度指標比較………………………………………………38 表 4-6 服務品質購念驗證性因素分析………………………………40 表 4-7 產品品質購念驗證性因素分析………………………………41 表 4-8 訊息接觸構念驗證性因素分析………….……………………43 表4-9 使用接觸構念驗證性因素分析………….…………………44 表 4-10 購物價值構念驗證性因素分析………….…………………46 表 4-11 關係結果構念驗證性因素分析………….…………………48 表 4-12 研究模式的配適度………….………………………………50 表 4-13 模式路徑之參數估計………….……………………………50 表 4-14 假設驗證………….………………………………………….53 表 4-15 λx之估計………….……………………………………….55 表 4-16 λy之估計………….………………………………………….56 表 4-17 測量變項之SMC表………….………………………………57 |
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