購買動機與顧客滿意度對再購意願之影響－以個人電腦爲例

A Study of Purchase Intention, Customer Satisfaction and Repurchase Willingness-A Case of Personal Computer

鄧誠中(Tseng-Chung Tang) ； 鍾昭儀(Chao-Yi Chung) ； 廖婉渝(Wan-Yu Liao) ； 黃文玲(Wen-Lin Huang) ； 黃于倫(Yu-Lun Huang) ； 蕭億珊(Yi-Shan Hsiao) ； 杜慧屏(Hui-Ping Tu) ； 歐陽瑩(Yang-Ying Ou) ； 謝旻錦(Min-Chin Hsieh) ； 陳雅萍(Ya-Ping Chen)

《國立虎尾科技大學學報》 29卷1期 (2010/03) Pp. 29-41

https://doi.org/10.6425/JNHUST.201003.0029

摘要

對終端消費者(end users)的認知，也就是對市場最前線的訊息之掌握，而掌握消費者特性、需求與行爲，即能掌握市場先機。爰此，本研究利用問卷調查法，探討消費者購買個人電腦時的動機與顧客滿意度對再購意願的影響。實證結果顯示，三者呈現顯著相關，且皆相互影響，表示對企業而言，與其不斷地投入龐大的資金與對手競爭，不如探求消費者的行爲並了解消費者對產品的認知及需求。以消費者爲出發點，透過消費者的購買動機、使用產品的滿意度，建立一套使消費者認同與滿意的行銷策略系統，以強化消費者再次購買的意願。

關鍵字

購買動機 ； 顧客滿意度 ； 再購意願 ； 個人電腦

並列摘要

In recent years, the personal computer industry has a rapid development. It has accomplished the considerable market. Though the scale of the market tends to become stable from expending, the personal computer industry is still the focal point. Personal computer companies plan to use different policies to satisfy consumer and increase the market share rate. They have made a large investment in competing with their industry counterparts. However, the best policy for a company is to grasp consumer's behavior and demand. For this reason, this study aims at analyzing and comparing three consumer's behaviors which are ”the motive of the purchase”, ”the customer satisfaction”, and ”the willingness of repurchase”. This study collects the questionnaire from two national universities in Yunlin. The findings confirm that ”the willingness of repurchase” is affected by ”the motive of the purchase” and ”the customer satisfaction”. According to the research, the results indicate that three consumer's behaviors have a positive relationship and influence. It shows that the company must establish a set of appropriate marketing strategy by analyzing customer behaviors. The strategy can stimulate consumption and build up competitive advantage of business. In conclusion, this empirical study attempts to help computer sector to develop a more profitable business and stand out their industry counterparts.

並列關鍵字

Purchase intention ； Customer satisfaction ； Repurchase willingness ； Personal computer

參考文獻

方世榮譯(2000)。行銷管理學。台北:東華書局。

王居卿譯、張威龍譯、陳明杰譯(2002)。行銷學：原理與觀點。台北:前程企業管理有限公司。

俞洪亮、蔡義清、莊懿妃(2007)。商管研究資料分析：SPSS的應用。台北:華泰出版社。

Belsey, D. A.,Kuh, E.,Welsch, R. E.(1980).Regression diagnostics: Identifying influential data and sources of collinearity.New York:Wiley.

Blackwell, R.,Miniard, P.,Engel, J.(2000).Consumer behavior.FL:Harcourt.