探討服務品質、體驗行銷、購買意願對再購意願的影響－以3C產業為例

The Effect of Service Quality, Experiential Marketing, Purchase Intention and Repurchase Intention - A Case Study of 3C Industry

紀信光(Hsin-Kuang Chi) ； 蘇敬軒(Vincent Soo Ming Xuan)

《管理科學研究》 15卷1期 (2021/06) Pp. 41-53

https://doi.org/10.6873/MSR.202106_15(1).0004

摘要

本研究3C產業為例探討服務品質、體驗行銷、購買意願對再購意願的影響。本研究使用便利抽樣調查作為收集問卷的方法，樣本對象為3C產業賣場的顧客，共回收302份問卷，有效問卷為285份。本研究運用了層级回歸，檢驗干擾或中介效果，結果表示，服務品質做得好會提升顧客購買意願間接影響其再購意願。研究結果發現：（a）服務品質、體驗行銷、購買意願和再購意願各購面之間有顯著正向影響；（b）購買意願對服務品質和再購意願有部份中介效果；（c）體驗行銷對服務品質與購買意願沒有干擾效果。

關鍵字

服務品質 ； 體驗行銷 ； 購買意願 ； 再購意願

並列摘要

The study aims were to explore the effects of service quality, experiential marketing, purchase intention, and repurchase intention on 3C industry. The study uses a questionnaire by convenience sampling as the survey method to collect data, this thesis was collected back 302 questionnaires to customers in any 3C industry and mobile phone store and 285 were valid. The study applied hierarchical regressions, which tested mediating or moderating effects. The study showed that good service quality will increase customers purchase intention and indirectly affect their repurchase intention. The results are (a) the relations among service quality, experiential marketing, purchase intention to repurchase intention are significant and positive effect, (b) purchase intention has a mediating effect between service quality and repurchase intention, (c) experiential marketing doesn't have a moderate effect between service quality and purchase intention.

並列關鍵字

Service Quality ； Experiential Marketing ； Purchase Intention ； Repurchase Intention