企業形象對於再購買意願的影響：以替代品吸引力、服務補救、服務失誤嚴重性為調節變項

近幾年服務業經歷了快速發展時期，考慮到市場的全球性，競爭企業不斷尋求卓越的服務品質、顧客知覺價值和形象，以獲得顧客的忠誠。本研究主要從企業形象的角度探討其對顧客再購買意願的影響，並提出替代品吸引力、服務失誤嚴重性和服務補救，作為探討企業形象對再購買意願的干擾變項。本研究以有使用手機的顧客進行問卷調查，並藉由SPSS以信效度分析與迴歸分析進行資料檢驗與假設檢定。結果顯示，企業形象對再購買意願有正向影響，當顧客認為某企業具有良好的形象時，會使他們提高再次購買商品的意願。此外，替代品吸引力和失誤嚴重性對企業形象與再購買意願之關係有負向干擾作用。最後，本研究針對研究結果進行管理意涵的討論，並提出後續研究建議。

關鍵字

企業形象；再購買意願；替代品吸引力；服務失誤嚴重性

並列摘要

In recent years, the service industry has experienced a period of rapid development. Considering the global market, competitive enterprises continue to seek outstanding service quality, customer perceived value, and image, in order to obtain customer loyalty. This study mainly discusses the influence of the corporate image on the customer's repurchase intention and proposes the attractiveness of alternative, service failure severity and service recovery as a moderator variable of the influence of the corporate image on the repurchase intention. In this study, a questionnaire survey was conducted among the customers who had the mobile phone, and the data were tested by SPSS and the hypotheses were verified by regression analysis. The results show that the corporate image has a positive impact on the repurchase intention. When the customer thinks that company has a good image, it will make them more willing to buy the goods again. Besides, the attractiveness of alternative and service failure severity impact the relationship between corporate image and repurchase intention. Finally, this study discussed the managerial implications and offered suggestions for the future researchers.