由顧客滿意度探討建築師事務所之消費者購買決策研究---以台北市為例

Using customer's satisfaction to Analyze Consumer's Purchasing Decision for Architectural Firm---An Empirical Analysis of Metropolitan Taipe

陳豐年(Angus Chen)

指導教授 ： 劉大昌

國立臺北科技大學/管理學院/工業工程與管理系所/碩士(2005年)

摘要

隨著資訊科技快速興起與社會環境的變遷，在這波趨勢中，建築環境轉變為企業化、商品化及多角化，而台灣土地資源逐日漸減。面臨市場飽合及大量消費環境的情況下，建築師事務所數量卻未減反增，造成建築師事務所經營環境之競爭日趨激烈與複雜，因此提高顧客滿意度，以確保建築師事務競爭優勢與成長，當是重要的探討課題。本研究以消費者行為模式(EMB)、消費者決策模式(CDM)並結合顧客使用經驗滿意度與消費者對特定規劃、服務之態度及意願進行探討建築師事務所之消費者購買決策。市場研究以問卷方式蒐集資料，然後以T檢定、因素分析、典型相關分析、多元迴歸分析、變異數分析進行資料分析與解釋。
依研究所得結果，使用經驗滿意度、規劃與服務屬性、態度與意願對於購買決策會產生顯著性之影響，對消費者購買決策最有影響之因素為；消費者在購買事務所規劃或服務時，「品牌認同因素」及「特質品味因素」是重要的決定觀點，而影響消費者對品牌認同及特質品味的因素為，「時尚流行因素」、「獨特風格因素」、「專業服務因素」等；消費者在購買事務所的規劃或服務時，很容易因為「意見」與「經驗」而改變其購買決定，而意見經驗又受到「推薦習慣因素」、「促銷敏感因素」、「價格優惠因素」及「品質保固因素」等因素影響。

關鍵字

EMB模式 ； CDM模式 ； 顧客滿意度 ； 典型相關分析 ； 多元迴歸分析

並列摘要

In the tending of arising information technology speeds up and the social environment changes, the building environment also changes to industrialize, commercialize and variform, although the local resource reduce in Taiwan. Due to the environment of maturity market and mass consumption but the value of architects firm is increase, all of these results in the competition of architects firm more intense and complicate. So improve customer satisfaction, as to ensure architects firm competition advantage and growth, it is important subject needing to probe. This research is based on EBM model and CDM model combines with customer used experience satisfaction, consumer attitude and intention toward specific planning or service, to probe into consumer purchase decision for architects firm. The market collects data by using questionnaire. The analyses of the findings are using the following statistical methods: T test, factor analysis, canonical correlation analysis, multiple regression analysis, and analysis of variances, carry on analysis and explain.
According with the result of research, used experience satisfaction, specific planning or serving, attitude and intention will influencing the purchase decision, these factors with strongest influence power to consumer's purchase decision are: consumers will buy architects firm to plan or service is an important decision view that the brand approves factor and the specialty taste factor, These factors influencing consumers to the brand approves factor and the specialty taste factor is specialty fashion factor, specialty style factor , professional service factor etc.; the Consumer to buy the plan or service of architects firm, the suggestion and the experience will influencing it of purchase decision, suggestion and experience is influenced by these factors, Recommend and habitual behavior factor, Promotion and sensitive factor, the price policy factors, quality assurance factor etc.

並列關鍵字

EMB model ； CDM model ； canonical correlation analysis ； multiple regression analysis

參考文獻

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