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題名 資訊家電流通業認知服務品質模式與再購意願影響因素之研究
作者 何宜真
貢獻者 張愛華
何宜真
日期 2003
上傳時間 9-May-2016 16:12:00 (UTC+8)
摘要 　　在科技發達的今日，各種家電及資訊產品成為家庭必備的民生必需品；但是家電產品的發展已臻成熟及標準化，「服務品質」成為廠商最重要的競爭利器。有關「服務品質」的研究很多，但是討論的範圍過廣，缺乏統一的理論說明服務品質構念的複雜性及階層性，並且不同產業的服務品質衡量構面與尺度並非完全相同，本研究便以此為出發點，將研究對象及範圍縮小至資訊家電流通業，將服務品質的架構應用在台灣作實證分析，採用「階層架構」分析服務品質的成分。
　　本研究的內容可分為兩部分；第一部分為「認知服務品質的階層性架構」，將認知服務品質分為互動、實體環境、結果等三項主要構面，並從其他相關文獻及考量資訊家電流通業的特性後，整理出第二層構面，其中互動品質受到專業、態度、行為等因素的影響，環境品質受外觀、便利、擺設、商店政策、社會因素的影響，而結果品質則有評價、有形性、等待時間、售後服務等四個子構面。第二部分則為「再購意願的影響因素」，消費者的再購意願受到服務價值及企業形象的直接影響，且服務品質及認知價格透過服務價值對再購意願有間接影響，此外，服務價值與消費者服務滿意度的評估相互影響，認知服務品質會影響消費者服務滿意度，認知價格亦會影響消費者的認知服務品質。
　　本研究以「問卷調查」作為主要的實證工具，「全國電子」為實證研究對象，樣本中有一部分以便利抽樣的方式，另一部分則到八間位於台北縣市的全國電子專賣店，亦以便利抽樣的方式選擇實際到店裡逛逛或購物的消費者，共得到380份有效問卷。分析結果發現：（1）實證資料支持本研究所發展的認知服務品質模式；（2）在再購模式方面，除了服務滿意度對再購意願的影響不顯著外，其餘的關係皆成立；（3）不同性別、年齡層、職業、教育程度、採購頻率、件數、花費金額的消費者，所感受到的服務品質及再購意願有顯著差異，而居住或常逛之全國電子位置不同的消費者，所感受到的服務品質及再購意願沒有顯著差異。
　　建議後續研究可增加焦點訪談研究，以充分了解受訪者的意見；擴大研究的產業、地理、時間範圍，以提高研究的完整性，亦可針對服務滿意度對再購意願的影響做更深入詳盡的研究。對業者的建議則為提升售後服務的品質、降低員工流動率以及對服務品質做持續性的研究，作為制定行銷策略的參考。
參考文獻 中文部分
張愛華（民66），「消費者商店印象之研究」，政治大學企業管理研究所未出版碩士論文
劉耀宗（民86），「資訊與家電零售機構的演進」，政治大學企業管理研究所未出版碩士論文
蔡振豪（民89），「資訊家電流通業經營策略之研究－以個案公司為例」，政治大學企業管理研究所未出版碩士論文
「東方消費者行銷調查, 2002」，政大圖書館資料庫
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描述 碩士
國立政治大學
企業管理學系
89355013
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2010000107
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.author (Authors) 何宜真zh_TW
dc.creator (作者) 何宜真zh_TW
dc.date (日期) 2003en_US
dc.date.accessioned 9-May-2016 16:12:00 (UTC+8)-
dc.date.available 9-May-2016 16:12:00 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 16:12:00 (UTC+8)-
dc.identifier (Other Identifiers) A2010000107en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95410-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 89355013zh_TW
dc.description.abstract (摘要) 　　在科技發達的今日，各種家電及資訊產品成為家庭必備的民生必需品；但是家電產品的發展已臻成熟及標準化，「服務品質」成為廠商最重要的競爭利器。有關「服務品質」的研究很多，但是討論的範圍過廣，缺乏統一的理論說明服務品質構念的複雜性及階層性，並且不同產業的服務品質衡量構面與尺度並非完全相同，本研究便以此為出發點，將研究對象及範圍縮小至資訊家電流通業，將服務品質的架構應用在台灣作實證分析，採用「階層架構」分析服務品質的成分。
　　本研究的內容可分為兩部分；第一部分為「認知服務品質的階層性架構」，將認知服務品質分為互動、實體環境、結果等三項主要構面，並從其他相關文獻及考量資訊家電流通業的特性後，整理出第二層構面，其中互動品質受到專業、態度、行為等因素的影響，環境品質受外觀、便利、擺設、商店政策、社會因素的影響，而結果品質則有評價、有形性、等待時間、售後服務等四個子構面。第二部分則為「再購意願的影響因素」，消費者的再購意願受到服務價值及企業形象的直接影響，且服務品質及認知價格透過服務價值對再購意願有間接影響，此外，服務價值與消費者服務滿意度的評估相互影響，認知服務品質會影響消費者服務滿意度，認知價格亦會影響消費者的認知服務品質。
　　本研究以「問卷調查」作為主要的實證工具，「全國電子」為實證研究對象，樣本中有一部分以便利抽樣的方式，另一部分則到八間位於台北縣市的全國電子專賣店，亦以便利抽樣的方式選擇實際到店裡逛逛或購物的消費者，共得到380份有效問卷。分析結果發現：（1）實證資料支持本研究所發展的認知服務品質模式；（2）在再購模式方面，除了服務滿意度對再購意願的影響不顯著外，其餘的關係皆成立；（3）不同性別、年齡層、職業、教育程度、採購頻率、件數、花費金額的消費者，所感受到的服務品質及再購意願有顯著差異，而居住或常逛之全國電子位置不同的消費者，所感受到的服務品質及再購意願沒有顯著差異。
　　建議後續研究可增加焦點訪談研究，以充分了解受訪者的意見；擴大研究的產業、地理、時間範圍，以提高研究的完整性，亦可針對服務滿意度對再購意願的影響做更深入詳盡的研究。對業者的建議則為提升售後服務的品質、降低員工流動率以及對服務品質做持續性的研究，作為制定行銷策略的參考。		zh_TW
dc.description.tableofcontents 謝辭
摘要
目錄-----I
圖目錄-----III
表目錄-----V
第一章 緒論-----1
　　第一節 研究動機-----1
　　第二節 研究範圍及研究對象-----1
　　第三節 研究目的-----4
　　第四節 論文結構-----4
　　第五節 研究流程-----5
第二章 文獻探討-----6
　　第一節 服務品質-----6
　　第二節 服務品質的模式與構面-----9
　　第三節 服務滿意、服務價值、認知價格與再購意願-----21
　　第四節 企業形象-----33
第三章 研究方法-----39
　　第一節 研究架構-----39
　　第二節 研究假設-----41
　　第三節 問卷的設計與發展-----44
　　第四節 抽樣設計與資料收集方法-----47
　　第五節 分析方法-----48
第四章 資料分析-----52
　　第一節 敘述性統計分析-----52
　　第二節 信效度分析-----56
　　第三節 服務品質模式適合度評估及假設驗證-----58
　　第四節 再購意願模式適合度評估及假設驗證-----76
　　第五節 消費者特性對認知服務品質及再購意願的影響-----86
第五章 結論與建議-----98
　　第一節 研究結論-----98
　　第二節 研究貢獻-----100
　　第三節 研究限制-----101
　　第四節 未來研究方向-----102
　　第五節 建議事項-----103
參考文獻-----105
附錄 消費者問卷-----112

圖目錄
圖1-2-1　資訊與家電零售機構分類圖-----2
圖1-2-2　資訊家電通路商類型區分-----3
圖1-5-1　研究流程圖-----5
圖2-2-1　The SERVQUAL Model-----12
圖2-2-2　The Nodic Model-----13
圖2-2-3　The Three-Component Model-----14
圖2-2-4　A Comprehensive framework for the antecedents and consequences of service quality with consumer satisfaction as a mediator-----15
圖2-2-5　階層因素架構（一）-----16
圖2-2-6　階層因素架構（二）-----18
圖2-3-1　價格效果的概念性關係-----26
圖2-3-2　消費者評估服務品質及價值的多階層模型-----28
圖2-3-3　整合模型-----29
圖2-3-4　價值模型-----30
圖2-3-5　滿意度模型-----31
圖2-3-6　間接模型-----31
圖2-3-7　綜合模型-----32
圖2-4-1　企業形象形成過程-----37
圖3-1-1　「認知服務品質」研究架構圖-----40
圖3-1-2　「再購意願」研究架構圖-----41
圖4-3-1　服務品質模式評估第一階段路徑圖-----62
圖4-3-2　服務品質模式評估第二階段路徑圖-----67
圖4-3-3　互動品質模式評估路徑圖-----69
圖4-3-4　實體環境品質模式評估路徑圖-----71
圖4-3-5　結果品質模式評估路徑圖-----73
圖4-4-1　再購意願模式評估路徑圖-----77
圖4-4-2　再購意願模式驗證（服務滿意度單向影響服務價值）-----80
圖4-4-3　再購意願模式驗證（服務價值單向影響服務滿意度）-----83

表目錄
表2-2-1　PZB服務品質構面定義與比較-----11
表3-3-1　服務品質構面及與問卷題項對照表-----45
表3-3-2　再購意願影響因素及與問卷提項對照表-----46
表4-1-1　樣本回收情形-----52
表4-1-2　各題項平均數與標準差-----53
表4-1-3　有效樣本特性描述-----55
表4-1-4　有效樣本購買產品類別分佈-----56
表4-2-1　各構念信度-----57
表4-3-1　互動品質因素及解釋力-----59
表4-3-2　互動品質成分矩陣-----59
表4-3-3　實體環境品質因素及解釋力-----60
表4-3-4　實體環境品質成分矩陣-----60
表4-3-5　結果品質因素及解釋力-----61
表4-3-6　結果品質成分矩陣-----61
表4-3-7　服務品質模式第一階段驗證-----63
表4-3-8　服務品質模式第一階段驗證（設定φ21=1）-----64
表4-3-9　服務品質模式第一階段驗證（設定φ31=1）-----65
表4-3-10　服務品質模式第一階段驗證（設定φ32=1）-----66
表4-3-11　服務品質模式第二階段驗證-----68
表4-3-12　互動品質模式驗證-----70
表4-3-13　實體環境品質模式驗證-----72
表4-3-14　結果品質模式驗證-----75
表4-4-1　再購意願模式驗證-----78
表4-4-2　再購意願模式驗證（服務滿意度單向影響服務價值）-----81
表4-4-3　再購意願模式驗證（服務價值單向影響服務滿意度）-----84
表4-5-1　不同性別在各構面的資料分析結果不同-----86
表4-5-2　不同年黔層在各構面的資料分析結果-----87
表4-5-3　不同職業在各構面的資料分析結果-----89
表4-5-4　不同教育程度在各構面的資料分析結果-----91
表4-5-5　不同地點在各構面的資料分析結果-----92
表4-5-6　不同造訪次數在各構面的資料分析結果-----93
表4-5-7　不同購買次數/件數在各構面的資料分析結果-----94
表4-5-8　不同花費金額在各構面的資料分析結果-----95
表4-5-9　假設驗證彙總表-----97		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2010000107en_US
dc.title (題名) 資訊家電流通業認知服務品質模式與再購意願影響因素之研究zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分
張愛華（民66），「消費者商店印象之研究」，政治大學企業管理研究所未出版碩士論文
劉耀宗（民86），「資訊與家電零售機構的演進」，政治大學企業管理研究所未出版碩士論文
蔡振豪（民89），「資訊家電流通業經營策略之研究－以個案公司為例」，政治大學企業管理研究所未出版碩士論文
「東方消費者行銷調查, 2002」，政大圖書館資料庫
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