多構面顧客價值、產品消費國、產品種類屬性之實證研究

The Empirical Research of Multi-Dimensional Customer Value, Product-Consuming Country, and Product Assortment

洪寶彩(Pao-Tasi Hong)

指導教授 ： 陳淼勝

淡江大學/管理學院/管理科學研究所企業經營碩士在職專班/碩士(2005年)

https://doi.org/10.6846/TKU.2005.00617

摘要

由於企業越來越有興趣了解顧客價值之顧客管理程序以及行銷科學將這個主題提升為主要研究方向，再加上顧客價值方面驗證較不足以致於顧客價值成為很重要課題。透過顧客價值確認可幫助企業制定策略並有利於行銷變數與行銷活動資源配置之短期戰術制定。由於不同產品類型屬性及消費地區可能造就不同價值知覺進而引導不同消費行為模式，因此有必要針對產品種類屬性與產品消費國來探討其對於顧客價值影響。然而消費者在選擇商品時常常受到產品類型屬性偏好及所處消費國家區位影響，導致影響顧客知覺價值，故本研究認為產品類別搭配產品消費國的交互作用對顧客價值之影響甚巨，所以有必要進一步來探討。本研究抽樣方法採取便利抽樣來抽取樣本，以大陸及日本的居民為研究母體，以問卷調查方式進行，採用敘述統計量、次數分析、二因子變異數分析及獨立樣本t檢定進行資料分析及研究假說之驗證。研究結果顯示：(1) 顯示出不管哪一個國家及哪一種產品種類，消費者最在意的還是產品品質與服務品質。(2)產品類別屬性在產品品質、產品特色、價格及服務品質等變項上有顯著差異。(3)大陸或日本消費者的顧客價值知覺具有顯著差異。(4)產品品質、產品特色及服務品質及產品消費國對顧客價值之交互效果具有顯著差異。

關鍵字

顧客價值 ； 產品消費國

並列摘要

As a result of that more and more enterprises are interested in the customer management process of customer value and it is the main direction to research in Marketing. But there are not enough empirical evidences to prove it. It can help the enterprises make their strategy and is beneficial to make short-term tacit of marketing variables and resource deployment of marketing activities through the identifying customer value. The different product assortment and consuming area could cause different value perception and then lead to distinct models of consuming behaviors; therefore, it is necessary to discuss what kind of influence the product assortment and product-consuming country have on the customer value. But consumers are influenced by the preference of product assortment and area of consuming country when the choose commodities. I think the interactions between the product assortment and product-assuming country have significant influence on the customer value; hence, it is essential to go advance to discuss it.
The sampling method in this research adopts convenient sampling, and investigates the citizens in the China and Japan as the population by the questionnaire way. I use descriptive statistic, quantitative analysis, two-factor variables analysis and t test of independent sample to analyze data and test hypotheses. The result of research reveals: 1.the consumer does care about the product and service quality no matter which country or kinds of product. 2. the product assortment has notable differences on the variables of product quality, product characteristic, price and service quality, etc. 3. there is a distinct discrepancy about customer perception between the consumers in the China and Japan. 4. there are remarkable variations among product quality, product characteristic, service quality and product-consuming country on the interactive effect of customer value.

並列關鍵字

Customer value ； Product-consuming country

參考文獻

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