情感因子、知覺價值對滿意度及惠顧意願之影響-以露天拍賣網站為例

The Impact of Emotional Factor, Perceived Value for Satisfaction and Patronage Intentions-An Example of Ruten Auction Site

曾惠筠(Hui-Yun Tseng)

指導教授 ： 鄭錳新

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2013年)

摘要

本研究為探討網站的知覺價值對滿意度及惠顧意願之影響；以使用過露天拍賣網站的大學/大專或大學/大專以上之學生作為研究對象，以發放紙本式問卷進行調查，總回收 366 份問卷，扣除無效問卷後有效問卷共計 327 份，有效回收率為 89 %。
使用 SPSS 及 AMOS 統計軟體進行分析，實證結果發現： (1) 消費者情感因子對網站知覺價值影響的部分，除沉浸對享樂性價值無顯著性影響外，其它皆具有顯著性影響。 (2) 網站知覺價值對滿意度影響的部分，僅功利性對滿意度具有顯著性影響。 (3) 網站的滿意度對惠顧意願具有顯著性影響。
因此，本研究建議拍賣網站之經營者應設法加強網站的享樂性價值，如增加一些使消費者可與拍賣網站互動之功能，或許可使消費者更會沉浸在該拍賣網站並進而提升滿意度。

關鍵字

沉浸 ； 愉悅 ； 知覺價值 ； 滿意度 ； 惠顧意願

並列摘要

This study investigates the relationship of perceived value on website for satisfaction and patronage intentions with the use of Ruten Auction site as a sample. This study utilized the printed questionnaire to collect date of university or college students. As total of 366 questionnaires returned, some invalid questionnaires were deducted, resulting in the total of 327 accounting for 894% that was used for the analysis stage.
The Statistical Product and Service Solutions (SPSS & AMOS) were used to analyze data. The empirical findings showed: (1) Consumer’s emotional factors had significant effects on perceived value, but flow had no significant effect on hedonic value. (2) Utilitarian value had significant effect on for satisfaction. (3) Satisfaction of website had significant effect on patronage intentions.
Therefore, it is suggested that the Ruten Auction site should increase the website’s hedonic value such as increase some function s let customers will interact with auction site. That may increase customers’ more feel flow and satisfaction on Ruten Auction site.

並列關鍵字

Flow ； Pleasure ； Perceived value ； Satisfaction ； Patronage intentions

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