服務品質、促銷活動與認知價值對消費者再購意願之影響－以高雄地區電影院爲例

The Effect of Service Quality, Promotion Activities, and Perceived Value of Customers on Repursechase intention-a Study of the Theater in Kaohsiung

鄭文助(Wen-Chu Cheng)

《商業現代化學刊》 4卷4期 (2008/09) Pp. 147-158

https://doi.org/10.6132/JCM.2008.4.4.10

摘要

電影院經營走向連鎖企業經營與百貨公司或大型購物商場結合，使得高雄地區電影院的經營與競爭進入了一個新的里程。本研究欲深入探討消費者的認知價值是否影響消費者購買意願。研究結果顯示，不同人口統計變數對服務品質、促銷活動、認知價值皆有顯著差異；且服務品質、促銷活動、認知價值對消費者再購意願亦有顯著影響。本研究研究結果可提供電影院經營者及後續相關研究參考。

關鍵字

電影院 ； 服務品質 ； 促銷活動 ； 認知價值 ； 再購意願

並列摘要

The business operation of the theater has a trend to becoming chain franchising and combinng department stores or wholesale houses. This results in the competition of the theater increasing. The purpose of this study is to explore the relation between perceived value of consumers and repurchase intention. The results are shown that there are singnificant defferences between the demographic variables and service quality, promotion activities, and perceived value of customers. Moreover, service quality, promotion activities, and perceived value of customers have significant affected on the repurchase intention of customers. The results of this study can provide some references for the theater's managers companies and future relative researches.

並列關鍵字

Theater ； Service quality ； Promotion activites ； Perceived value of customer ； Repurchase intention