- 學位論文
服務品質、商店形象、認知價值與再購買意願之關係模式－以寶佳麗珠寶金行為例
The Relationship among Service Quality, Store Image, Perceived Value and Repurchase Intention: A Case of the Pochaly jewelry golden shop.
摘要
目前學術界對於服務品質、商店形象、認知價值變數的重要性及再購買意願的研究相當繁多，就實務而言，真正所欲瞭解乃是瞭解一般商家如何能讓消費者有再購買意願，並提升營業績效的影響因素。故本研究主要動機乃欲探討珠寶銀樓業者如何藉由提升消費者對銀樓的在服務品質、商店形象上的感受，進而創造顧客認知價值，使消費者有再購買的意願。 本研究引用先前學者之服務品質、認知價值、商店形象與再購買意願等構念量表，並針對研究對象寶嘉麗珠寶金行實際狀況運作編修。針對來店顧客進行問卷發放，共計發放180份，有效回收問卷117份，有效問卷回收率為78％。再透過樣敘述性統計、Person相關分析、迴歸分析、層級迴歸分析與LISREL等統計分析方法，加以驗證本研究假設。根據分析結果歸納出研究結論如下：1.服務品質與認知價值與再購買意願皆有顯著正向相關，且均能產生顯著正向影響；2. 認知價值與再購買意願有顯著正向相關，且能產生顯著正向影響；3.服務品質與再購買意願有顯著正向相關，且均能產生顯著正向影響；4.服務品質會因商店形象之干擾作用而對認知價值產生顯著影響；5. 認知價值在服務品質與再購買意願中具有中介效果。最後，就本研究之結論與管理意涵作深入之探討，並呈現具體之研究貢獻與建議，以供實務界及學術界參酌。
並列摘要
Nowadays, much academic research has been focusing on the importance of service quality, store image, perceived value, and repurchase intentions; however, the real question lies in how businesses can convince their customers to come back to buy more commodities to increase store sales. The purpose of this study is to explore how jewelry silverware stores try to promote the customers’ purchase intention by advancing their perceived value in the store’s service quality and image. This study made use of previous scholars’ concepts on service quality, perceived value, store image and repurchase intention to design a questionnaire, with a slight modification to fit the particular situation for Poahaly Jewelry & Gold Shop. A total of 180 questionnaires were distributed to the customers of Poahaly Jewelry & Gold Shop, and 117 valid ones were returned with a returned rate of 78%. The data were analyzed by various statistical analysis methods, including descriptive statistics, Pearson correlation analysis, regression statistics, and LISREL. The results of this study are concluded as follow: 1. There is a significant positive correlation and effect on service quality, perceived value, and repurchase intention; 2. There is a significant positive correlation and effect on perceived value and repurchase intention; 3. There is a significant positive correlation and effect on service quality and repurchase intention; 4. Store image shows a significant moderating effect between service quality and perceived value. 5. Perceived value shows a significant mediating effect between service quality and repurchase intention. Consequently, the conclusions and managerial implications of the study were well explored. The contributions and recommendations of the study also offered to business and academia for their references.