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題名 3C連鎖通路消費者購買決策、知覺服務品質與滿意度及忠誠度之關係研究-以全國電子為例
Research of the relationship among consumer purchase decision, perceived service quality, satisfaction and loyalty in 3c chain stores：a case study of the e-life mall
作者 林政儒
Lin, Cheng Ju
貢獻者 祝鳳岡
林政儒
Lin, Cheng Ju
關鍵詞 連鎖店
消費者行為
服務品質
滿意度
忠誠度
Chain Store
Consumer Behavior
Service Quality
Satisfaction
Loyalty
日期 2009
上傳時間 11-Oct-2011 16:52:03 (UTC+8)
摘要 隨著數位化科技發展迅速，導致數位化產品快速在市場上崛起，加上國人生
活水準提高，對生活品質也越加重視，因此許多科技大廠紛紛快速推出新穎的產品吸引消費大眾，造成市場激烈的競爭，由於商機龐大伴隨而來的則是3C 通路業的競爭。台灣3C 連鎖通路的興起，產業結構已由末端零售通路取代產品供應商主導市場，越來越多人認為掌握通路便能掌握市場，這使新加入的3C 通路業者紛紛以連鎖店的形態出現，試圖擴展企業版圖與市場佔有率，加上顧客導向的時代來臨，消費者的購買力增加，在選購產品的同時，已不再只單一考慮產品品質因素，因此3C 通路業者必須更進一步了解消費者的購買決策，提高服務品質並創造顧客的滿意度，進而讓顧客產生忠誠度，才能提高競爭力在市場中勝出。
本研究探討3C 消費者「購買決策」、「知覺服務品質」、「滿意度」及「忠誠度」之關係及影響因素並以全國電子為例，回收有效問卷320 份，運用敘述性統計、因素分析、變異數分析、信度分析、T 檢定及迴歸分析，將資料進行統計分析獲得假設驗證。
研究結果如下：
一、消費者「購買決策」與「顧客滿意度」具有顯著相關性。
二、消費者「購買決策」與「顧客忠誠度」具有顯著相關性。
三、「服務品質」與「顧客滿意度」具有顯著相關性。
四、「服務品質」與「顧客忠誠度」具有顯著相關性。
五、「顧客滿意度」與「顧客忠誠度」具有顯著相關性。
六、不同人口統計變數在消費者「購買決策」具有顯著差異性。
七、不同人口統計變數在「服務品質」具有顯著差異性。
八、不同人口統計變數在「顧客滿意度」具有顯著差異性。
九、不同人口統計變數在「顧客忠誠度」具有顯著差異性。
The rapid development of digital technologies has accelerated release of digital
products in the market. With the improvement in living standards, domestic people are
paying more attention to their living quality. Many high-tech manufacturers are thus
dedicated to developing new and innovative products to satisfy consumer demands,
resulting in an increase of competition in the 3C industry. The structure of the 3C
industry has also changed with the rise of 3C chain stores. Retail stores which used to
be at the end of the supply chain have gradually taken the place of suppliers to
dominate the market. Believing that dominating channels means dominating the
market, many 3C retailers have been established in the form of chain stores to expand
their business and market share. In this customer-oriented era, consumers have greater
purchase power and no longer consider one single factor in the choice of products.
Therefore, 3C chain stores need to understand consumers’ purchase decision, so as to
effectively enhance their service quality, create customer satisfaction, induce customer
loyalty, and remain competitive in the market.
This study investigated the relationships of “purchase decision”, “perceived
service quality”, “customer satisfaction”, and “customer loyalty” among 3C
consumers. The research sample comprised of 320 valid responses from consumers of
E-Life Mall. These responses were analyzed using descriptive statistics, factor
analysis, analysis of variance, reliability test, t-test, and regression analysis to test the
proposed hypotheses.
The research results are as follows:
1. A significant relationship exists between “purchase decision” and “customer
satisfaction”.
2. A significant relationship exists between “purchase decision” and “customer
loyalty”.
3. A significant relationship exists between “service quality” and “customer
satisfaction”.
4. A significant relationship exists between “service quality” and “customer
loyalty”.
5. A significant relationship exists between “customer satisfaction” and “customer
loyalty”.
6. Consumers with different demographic variables have significantly different
“purchase decisions”.
7. Consumers with different demographic variables have significantly different
perceptions of “service quality”.
8. Consumers with different demographic variables show significantly different
levels “customer satisfaction”.
9. Consumers with different demographic variables show significantly different
levels “customer loyalty”.
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描述 碩士
國立政治大學
商管專業學院碩士學位學程(AMBA)
96380021
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096380021
資料類型 thesis
dc.contributor.advisor 祝鳳岡zh_TW
dc.contributor.author (Authors) 林政儒zh_TW
dc.contributor.author (Authors) Lin, Cheng Juen_US
dc.creator (作者) 林政儒zh_TW
dc.creator (作者) Lin, Cheng Juen_US
dc.date (日期) 2009en_US
dc.date.accessioned 11-Oct-2011 16:52:03 (UTC+8)-
dc.date.available 11-Oct-2011 16:52:03 (UTC+8)-
dc.date.issued (上傳時間) 11-Oct-2011 16:52:03 (UTC+8)-
dc.identifier (Other Identifiers) G0096380021en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/51566-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 商管專業學院碩士學位學程(AMBA)zh_TW
dc.description (描述) 96380021zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) 隨著數位化科技發展迅速，導致數位化產品快速在市場上崛起，加上國人生
活水準提高，對生活品質也越加重視，因此許多科技大廠紛紛快速推出新穎的產品吸引消費大眾，造成市場激烈的競爭，由於商機龐大伴隨而來的則是3C 通路業的競爭。台灣3C 連鎖通路的興起，產業結構已由末端零售通路取代產品供應商主導市場，越來越多人認為掌握通路便能掌握市場，這使新加入的3C 通路業者紛紛以連鎖店的形態出現，試圖擴展企業版圖與市場佔有率，加上顧客導向的時代來臨，消費者的購買力增加，在選購產品的同時，已不再只單一考慮產品品質因素，因此3C 通路業者必須更進一步了解消費者的購買決策，提高服務品質並創造顧客的滿意度，進而讓顧客產生忠誠度，才能提高競爭力在市場中勝出。
本研究探討3C 消費者「購買決策」、「知覺服務品質」、「滿意度」及「忠誠度」之關係及影響因素並以全國電子為例，回收有效問卷320 份，運用敘述性統計、因素分析、變異數分析、信度分析、T 檢定及迴歸分析，將資料進行統計分析獲得假設驗證。
研究結果如下：
一、消費者「購買決策」與「顧客滿意度」具有顯著相關性。
二、消費者「購買決策」與「顧客忠誠度」具有顯著相關性。
三、「服務品質」與「顧客滿意度」具有顯著相關性。
四、「服務品質」與「顧客忠誠度」具有顯著相關性。
五、「顧客滿意度」與「顧客忠誠度」具有顯著相關性。
六、不同人口統計變數在消費者「購買決策」具有顯著差異性。
七、不同人口統計變數在「服務品質」具有顯著差異性。
八、不同人口統計變數在「顧客滿意度」具有顯著差異性。
九、不同人口統計變數在「顧客忠誠度」具有顯著差異性。		zh_TW
dc.description.abstract (摘要) The rapid development of digital technologies has accelerated release of digital
products in the market. With the improvement in living standards, domestic people are
paying more attention to their living quality. Many high-tech manufacturers are thus
dedicated to developing new and innovative products to satisfy consumer demands,
resulting in an increase of competition in the 3C industry. The structure of the 3C
industry has also changed with the rise of 3C chain stores. Retail stores which used to
be at the end of the supply chain have gradually taken the place of suppliers to
dominate the market. Believing that dominating channels means dominating the
market, many 3C retailers have been established in the form of chain stores to expand
their business and market share. In this customer-oriented era, consumers have greater
purchase power and no longer consider one single factor in the choice of products.
Therefore, 3C chain stores need to understand consumers’ purchase decision, so as to
effectively enhance their service quality, create customer satisfaction, induce customer
loyalty, and remain competitive in the market.
This study investigated the relationships of “purchase decision”, “perceived
service quality”, “customer satisfaction”, and “customer loyalty” among 3C
consumers. The research sample comprised of 320 valid responses from consumers of
E-Life Mall. These responses were analyzed using descriptive statistics, factor
analysis, analysis of variance, reliability test, t-test, and regression analysis to test the
proposed hypotheses.
The research results are as follows:
1. A significant relationship exists between “purchase decision” and “customer
satisfaction”.
2. A significant relationship exists between “purchase decision” and “customer
loyalty”.
3. A significant relationship exists between “service quality” and “customer
satisfaction”.
4. A significant relationship exists between “service quality” and “customer
loyalty”.
5. A significant relationship exists between “customer satisfaction” and “customer
loyalty”.
6. Consumers with different demographic variables have significantly different
“purchase decisions”.
7. Consumers with different demographic variables have significantly different
perceptions of “service quality”.
8. Consumers with different demographic variables show significantly different
levels “customer satisfaction”.
9. Consumers with different demographic variables show significantly different
levels “customer loyalty”.		en_US
dc.description.tableofcontents 第一章 緒論................................................ 1
第一節 研究背景與動機........................................1
第二節 研究目的.............................................3
第三節 研究流程.............................................3
第二章 文獻探討.............................................5
第一節 3C 零售業發展概況.....................................5
第二節 消費者行為之定義......................................9
第三節 服務品質之定義.......................................15
第四節 滿意度之定義.........................................23
第五節 忠誠度之定義.........................................30
第六節 焦點團體訪談法.......................................33
第三章 研究方法........................................... 35
第一節 研究架構............................................35
第二節 研究假設............................................36
第三節 變數之操作型定義.....................................37
第四節 問卷與抽樣設計.......................................43
第五節 資料分析方法.........................................45
第四章 研究分析與結果...................................... 47
第一節 樣本結構與敘述性統計資料分析...........................47
第二節 產品品質與服務品質之因素分析結果.......................55
第三節 購買決策、服務品質、顧客滿意度與顧客忠誠度相關分析......61
第四節 人口統計變數對消費者購買決策、服務品質、滿意度以及忠誠度72
第五節 質化研究結果.........................................86
第五章 研究結論與建議........................................ 第一節 研究結論............................................88
第二節 研究建議............................................92
第三節 研究限制與未來方向....................................94
參考文獻.................................................. 95
一、中文文獻...............................................95
二、英文文獻...............................................96
附錄一...................................................101
附錄二...................................................106		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096380021en_US
dc.subject (關鍵詞) 連鎖店zh_TW
dc.subject (關鍵詞) 消費者行為zh_TW
dc.subject (關鍵詞) 服務品質zh_TW
dc.subject (關鍵詞) 滿意度zh_TW
dc.subject (關鍵詞) 忠誠度zh_TW
dc.subject (關鍵詞) Chain Storeen_US
dc.subject (關鍵詞) Consumer Behavioren_US
dc.subject (關鍵詞) Service Qualityen_US
dc.subject (關鍵詞) Satisfactionen_US
dc.subject (關鍵詞) Loyaltyen_US
dc.title (題名) 3C連鎖通路消費者購買決策、知覺服務品質與滿意度及忠誠度之關係研究-以全國電子為例zh_TW
dc.title (題名) Research of the relationship among consumer purchase decision, perceived service quality, satisfaction and loyalty in 3c chain stores：a case study of the e-life mallen_US
dc.type (資料類型) thesisen
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