- 學位論文
知覺價值、企業形象、服務品質對消費者購買意願之影響-以台灣無印良品企業為例
Impacts of Perceived Value、Corporate Image、Service Quality on Consumer’s Purchase Intention-MUJI Company
摘要
本研究期望藉以消費者觀點，探討知覺價值、企業形象、服務品質及知覺風險對消費者購買意願之影響，以提供企業永續經營之參考。本研究以問卷調查法，採用線上問卷，從2020年10月開始進行，至2021年2月結束問卷調查作業。共計發放203份問卷，回收有效問卷共203份，有效回收率100%。將問卷調查所得資料，以SPSS 21.0統計套裝軟體，對本研究各項假設，進行資料分析與處理工作。所採用之統計方法包括敘述統計分析、信效度分析、相關分析、迴歸分析、單因子變異數分析。本研究分析結果如下：（一）知覺價值對消費者購買意願有顯著性的正向影響。（二）企業形象對消費者購買意願有顯著性的正向影響。（三）服務品質對消費者購買意願有顯著性的正向影響。（四）知覺風險對消費者購買意願有顯著性的負向影響。（五）人口統計變數對知覺價值、企業形象、服務品質、知覺風險、消費者購買意願有部分的顯著性的差異。（六）消費者行為對知覺價值、企業形象、服務品質、知覺風險、消費者購買意願有部分的顯著性的差異。
並列摘要
The purpose of this research was to explore. Impacts of Perceived Value、Corporate Image、Service Quality on Consumer’s Purchase Intention-MUJI Company. However, due to the limited amount of samples taken, those study results would be biased. Therefore, this study uses a questionnaire survey and uses random sampling for convenience. It started from October 2020 and ended the questionnaire survey on February 2021, in a total sample of 203 with valid collection rates of 100%. The data gathered were thus analyzed using descriptive statistics, Pearson correlation analysis, multiple regression models & ANOVA. The results indicate that (1) There will be a significantly positive relationship between Consumer’s Purchase Intention and perceived value. (2) There will be a significantly positive relationship between Consumer’s Purchase Intention and corporate image. (3) Service quality has a significantly positive impact on Consumer’s Purchase Intention. (4) There will be a significantly negative relationship between Consumer’s Purchase Intention and perceived risk. (5) Demographic variables have significant differences in Perceived Value、Corporate Image、Service Quality on Consumer’s Purchase Intention. (6)Consumer Behavior have significant differences in Perceived Value、Corporate Image、Service Quality on Consumer’s Purchase Intention.