- 期刊
服務品質與知覺價值對消費者再購意願之影響性研究－以美甲業為例
The Influence of Service Quality and Perceived Value on Customer's Repurchase Intention-taking Nails Art Industry as An Example
摘要
美甲產業不僅是流行的代表也是一門藝術美學，其結合時尚、美學以及創新等不可或缺之元素。對此，本研究將關注美甲產業所提供之服務品質及知覺價值等關鍵因子對消費者再購意願之影響性，以知覺品質－知覺價值－行為意圖（QVB）理論為基礎，透過文獻支持進而發展本研究模式。採用量化研究方法以統計軟體對本研究進行關聯性驗證。研究結果顯示，服務品質個別對於消費者知覺價值與再購意願皆有正向的影響效果；知覺價值對於服務品質以及消費者再購意願之間證實有完全中介之影響效果。在管理意涵方面，高品質服務內容之提供將吸引客源再度消費之意圖並可開發潛在的消費客群。除此，定期增加服務新知與快速回應消費者之需求有助於消費者消費意願提升。美甲產業應鼓勵消費者參與或體驗不同形式的服務內容，以增加品質深刻印象從而增加知覺信任感，讓消費者清楚了解美甲經營哲理與管理方法以及未來發展的計畫。
並列摘要
The beauty nails industry is one of typical representative's fashion elements. It is essential that the art of nail beauty be according to as a completely new idea form of art that combines fashion, aesthetics, and innovative creations. The empirical study aims to investigate the effects of different factors impact on customer's repurchased intention, as the service quality and perceived value in the beauty nails industry. A conceptual model developed by using theory of Perceived Quality- Perceived Value-Behavior Intention (QVB) to show the relationship between dependent and independent variables adopted from previously literature. The research design is a quantitative method and employs statistical software to ensure the correlation between constructions. The results provide theoretical and implication for beauty industry research about that firms need to provide the high quality service to maintain and increase the number of consumers, additional frequently update related information and quick respond customer request will increase customer's repurchase intention. According to the study results, this research recommends that encourage consumer participate in various types of services activities to enhance their overall quality images, gain consumers' perceived trust, and allow to better understand the beauty nails business philosophies, management methods, and future development plans.