消費者購買行為之研究 - 以越南線上購買鮮花為例

論文名稱：消費者購買行為之研究 - 以越南線上購買鮮花為例頁數：83 校系(所)組別：淡江大學國際企業學系碩士班畢業時間及提要別： 107學年度第 2 學期碩士學位論文提要研究生：阮氏蓮指導教授：賴錦璋博士論文提要內容：隨著社會、經濟環境的改變，人們生活型態也跟著改變，再加上網際網路的發展，線上購物愈來愈普及，導致消費者購買的行為也隨之而變。越南是一個受傳統文化影響的國家，民眾熱愛玩花弄草，在生活中處處現花踪。近年來，越南經濟持續成長，2017年國內生產毛額已達 2238 億美元。同時，電子商務也快速成長，在2014年，越南的電子商務營業總僅為29.7 億美元，但2018年以增加到 80億美元，成長率高達169％。其中線上購買鮮花/植物在整體線上購物僅占 9%，顯示越南網路花店仍有發展空間。本研究藉由在越南線上購買鮮花為例，來探討共享價值與溝通對顧客滿意度之影響，以及顧客滿意度對消費者購買行為之影響。透過網路問卷所取得305份有效樣本，採用 SPSS 統計軟體分析，並以敘述統計、探索性因素分析、相關係數分析及迴歸分析等統計方法進行資料的分析。經資料分析後，得出本研究之研究結論：共享價值對顧客滿意度有正向影響，溝通對顧客滿意度有正向影響，顧客滿意度對消費者購買行為有正向影響。確保與顧客有共享價值觀，即時回應顧客的需求可以提升顧客滿意度，進而提升消費者的購買行為。關鍵字：共享價值、溝通、顧客滿意度、消費者購買行為＊依本校個人資料管理規範，本表單各項個人資料僅作為業務處理使用，並於保存期限屆滿後，逕行銷毀。表單編號：ATRX-Q03-001-FM030-03

關鍵字

共享價值；溝通；顧客滿意度；消費者購買行為

並列摘要

Title of Thesis：A Study on Consumers' Purchase Behavior - The Case of Online Purchase Flowers in Vietnam. Total pages: 83 Key word: Shared Value, Communication, Customer Satisfaction, Consumer Behavior Name of Institute: Department of International Business, Tamkang University Graduate date: June, 2019 Degree conferred: Master Name of student: Nguyen Thi Lien 阮氏蓮 Advisor: Chin-Chang Lai 賴錦璋博士 Abstract: Following the rapid development of social and economical environments, people's lifestyles have also changed, and with the development of the Internet, online shopping has become more and more popular, therefore the consumers' purchases behavior has also changed. Vietnam is a country which influenced by traditional culture. People love to play with flowers and plants, and they are everywhere in daily life. In recent years, Vietnam’s economy has continued to grow, the gross domestic product (GDP) was worth 223.8 billion US dollars in 2017. At the same time, e-commerce has also grown rapidly. In 2014, Vietnam’s e-commerce business totaled was only 2.97 billion US dollars, but in 2018 it increased to 8 billion US dollars with a growth rate of 169%. Among them, online purchase of flowers and plants accounted for only 9% of the overall online shopping, indicating that there is still more opportunities for developing online flowers shops in Vietnam. This study aimed to explore for shared value and communication on customer satisfaction, as well as the explore of customer satisfaction on consumer buying behavior, through the case of online buying flowers in Vietnam. There are 305 samples the online survey in this research, apply SPSS statistic analysis, with method such as descriptive statistics analysis, exploratory factor analysis, coefficient of correlation analysis, regression analysis etc. After data analysis, the research conclusions of this study are obtained: shared value has a positive impact on customer satisfaction, communication has a positive impact on customer satisfaction, and customer satisfaction has a positive impact on consumer purchasing behavior. Ensuring that customers share values and responding to customer needs will improve customer satisfaction and increase consumer buying behavior. According to “TKU Personal Information Management Policy Declaration“, the personal information collected on this form is limited to this application only. This form will be destroyed directly over the deadline of reservations. 表單編號：ATRX-Q03-001-FM031-02