顧客價值、產品品質、轉換成本、顧客滿意度與顧客忠誠度之研究 - 以電視遊樂器為例

The Study of Customer Value, Product Quality, Switching Cost, Customer Satisfaction and Customer Loyalty –TV Game as an Example

吳有巖(You-Yan Wu)

指導教授 ： 蔡子安

國立臺中科技大學/商學院/流通管理系碩士班/碩士(2011年)

摘要

本研究主要目的是探討電視遊樂器之顧客價值、產品品質、轉換成本、顧客滿意度與顧客忠誠度之影響關係。另外比較三家電視遊樂器的消費者對各研究變項影響關係之差異。並且探討人口統計及行為特性變項對各研究變項的差異情形。共發放423份問卷。

本研究使用結構方程模式探討各研究變項影響關係之情形，其研究結果為「顧客價值對於顧客滿意度與顧客忠誠度」呈顯著正面影響、「產品品質對於顧客價值與顧客滿意度」呈顯著正面影響、「顧客滿意度對於顧客忠誠度」呈顯著正面影響。本研究使用轉換成本為干擾變數，研究結果為轉換成本干擾「產品品質對顧客滿意度」具顯著影響。

本研究比較三家不同電視遊樂器在各研究變項影響間的差異比較，研究結果為「PS3、Wii、Xbox360」在「顧客價值對於顧客滿意度」呈顯著正面影響、「產品品質對於顧客滿意度」呈顯著正面影響、「顧客滿意度對於顧客忠誠度」呈顯著正面影響，另外「PS3、Xbox360」在「顧客價值對於顧客忠於度」呈顯著正面影響。本研究使用t檢定與單因子變異數分析，比較人口統計變項與行為特性對各研究變項的差異情形，其研究結果為「不同年齡對於顧客滿意度、顧客忠誠度」有顯著差異、「不同電視遊樂器對於顧客價值、顧客滿意度及顧客忠誠度」有顯著差異、不同接觸時間對於「顧客滿意度及顧客忠誠度」有顯著差異。

關鍵字

顧客價值 ； 產品品質 ； 轉換成本 ； 顧客滿意度 ； 顧客忠誠度 ； 電視遊樂器

並列摘要

The purpose of this study is to investigate the influence of customer value, product quality, switching cost, customer satisfaction and customer loyalty. In addition to find out the influence of three customers of TV game on customer value, product quality, customer satisfaction and customer loyalty. Furthermore, we examine the difference of demographics and Behavior Variables on customer value, product quality, customer satisfaction and customer loyalty.In this study, we sending out 423 questionnaires in total.
This study using Structural Equation Modeling to investigate the influence of customer value, product quality, customer satisfaction and customer loyalty.The findings confirm that customer value on customer satisfaction and customer loyalty, product quality on customer value and customer satisfaction, customer satisfaction on customer loyalty have positively effect. In this study, we taking switching cost as a moderating variable, and the results show that product quality on customer satisfaction have moderating effect by switching cost.
In the influence of three customers of TV game on customer value, product quality, customer satisfaction and customer loyalty, the results show that customer value on customer satisfaction, product quality on customer satisfaction and customer satisfaction on customer loyalty have positively effect with PS3, Wii and Xbox360.Also, customer value positively affects customer loyalty with PS3 and Xbox360. Furthermore, we examine the difference of demographics and Behavior Variables on customer value, product quality, customer satisfaction and customer loyalty.The results show different age, TV game and using time have significant effects on customer satisfaction and customer loyalty;moreover,the different TV game have significant effects on customer value.

並列關鍵字

customer value ； product quality ； switching cost ； customer satisfaction ； customer loyalty ； TV game

參考文獻

朱耀明、鄭禎信、莊如芬(2005)，科技玩具與青少年休閒活動的互動關係分析-以電視遊樂器為例，2005國際科技教育課程改革研討會。

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