價值觀、人格特質與滿意度之研究─以HTC手機為例

Relationship among Perceived Value, Personalities, and Satisfaction- The Case Study of HTC

陳玲琴(Ling-Ching Chen)

指導教授 ： 吳昌憲

國立虎尾科技大學/管理學院/資訊管理研究所在職專班/碩士(2014年)

摘要

近年來，手機不斷的推陳出新，在手機領域由早期一般的接聽電話功能的手機演進到現在的智慧型手機，而智慧型手機的推出也造成了許多手機廠商的崛起。為了提升再購買的意願，智慧型手機的廠商除了在技術要提升外，顧客的滿意度為各家廠商相當重視的一個環節。
有鑑於此，本研究以價值觀與人格特質來探討HTC手機的顧客滿意度。HTC為國內知名的智慧型手機的廠商，在國內一般消費者習常與蘋果、三星等國外廠商的智慧型手機做為比較。
本研究是以問卷方式進行調查，透過敘述統計的方式探討樣本背景，並以積差相關與迴歸分析來探討價值觀、人格特質與滿意度之間的因果關係。經研究發現結果如下：
1.價值觀的社會、象徵構面與滿意度的三個構面呈現正相關。
2.價值觀的自我價值構面與滿意度的產品構面呈現正相關。
3.人格特質的外向性與滿意度的三個構面呈現正相關。
4.人格特質的親和性與滿意度的產品構面呈現正相關。

關鍵字

價值觀 ； 人格特質 ； 滿意度 ； 智慧型手機

並列摘要

In recent years, mobile phones were constantly innovated in the evolution of from early answering-call phones to today's smart phones. This situation also brings about the rise of many vendors. Therefore, in order to increase willingness to buy, smart phone vendors besides continue to enhance technology and the customer satisfaction also become an importance key.
In view of this, the study explores customer satisfaction in HTC phone by personal values and traits. HTC is the well-known smart phone manufacturers, which usually is compared with Apple and Samsung in this country.
This research was conducted based on questionnaires, and to explore samples by means of descriptive statistics. Pearson correlation and regression analysis were employed to discuss the causal relationship among values, personality traits and satisfaction. Research results are summarized as below:
1. It shows positive correlation between social, symbolic dimensions of value and the three dimensions of satisfaction.
2. It shows positive correlation between self-worth dimension of the value and product dimension of satisfaction.
3. The extraversion dimension of personality trait and the three dimensions of satisfaction are positively correlated.
4. The agreeableness dimension of personality trait and product dimension of satisfaction are positively correlated.
Keywords：Value、Personality trait、Satisfaction、Smartphone

並列關鍵字

Value ； Personality trait ； Satisfaction ； Smartphone

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