- 學位論文
消費者知覺價值與產品組合對顧客滿意度之影響的研究-以泉威食品有限公司為例
The Effects of Consumer Perceived Value and Product Mix on Vustomer Satisfaction- Taking Quan Wei Food Corporation as an Example
摘要
當消費者在考量購物時，購買意願通常決定在其知覺獲得價值及知覺交易價值。過去的研究都在探討消費者對「現有產品」的知覺利益、知覺價值及廣告售價，來影響其知覺獲得價值及知覺交易價值，並進而影響購買意願。然而本研究有別於過去學者的研究，試著將重點放在消費者知覺價值、產品組合與顧客滿意度來探討。 本研究採隨機抽樣的方式進行實地發送及收集問卷，以泉威食品公司的老闆，加盟店與消費者及為問卷發放的對象，共發出問卷330份，本研究在扣除無效與填答不完整之問卷後，有效問卷為212份，有效回收率為64%。並運用SPSS統計分析軟體，以因素分析、相關分析、階層迴歸分析等方法來進行資料分析。 本研究結果有三：消費者知覺價值與產品組合對顧客滿意度 (1) 消費者知覺價值對顧客滿意度具有顯著正相關。 (2) 產品組合對消費者知覺價值與顧客滿意度具有顯著正相關。 (3) 產品組合在消費者知覺價值為顧客滿意度的影響中具有干擾效果。 最後本研究希望藉此研究之結果，能提供將探討消費者知覺價值的企業有些許的建議及參考。
並列摘要
When consumers consider the purchase, the purchasing intentions will usually be in its perceived value and perceived transaction value. In the previous studies have explored the consumer for the ” existing products” of perceived benefits, perceived value and advertising prices to influence the acquisition value and perceived transaction value, and thus affect the purchase intention. However, this study is different from the past, scholars tried to focus on the consumer perceived value, product mix and customer satisfaction to explore. The mode of sending out and collection questionnaires adopt random sampling in this study. These objects that we send out questionnaires are the employer of Quan Wei Food Corporation, stores and consumers. We send out 330 questionnaires. It was being deducted invalid and not filling out questionnaires. The number of effective questionnaire is 212 and the effective rate is 64%. The way of SPSS statistical analysis software is used data analysis include factor analysis, relevant analysis and hierarchical regression analysis. The results of the study are: (1) The consumer perceived value and customer satisfaction has a significant positive correlation. (2) The product mix and consumer perceived value has a significant positive correlation. (3) The product mix and customer satisfaction has a significant positive correlation. (4) The product mix is a moderation effect between consumer perceived value and customer satisfaction. Finally, it is hoped that the outcomes of the study can offer suggestions and reference to the corporations that are going to explore the consumer perceived value.