服務品質對消費者購買意願影響之研究-以空調產品為例

摘要台灣位處亞熱帶地區，炎夏酷熱、空調產品的需求與日俱增。由於住家中最耗電的電器為空調產品，政府為鼓勵消費者汰換傳統老舊耗能的空調產品為新一代的節能減碳空調產品，乃提出相關新購或添購的獎勵政策，然而，仍有許多因素影響消費者購買節能空調產品的意願，值得我們深入分析，以期許達成政策目標。一套完整的空調產品售前、售中、售後的服務流程包括銷售前對商品專業知識能力了解、安裝時施工人員的服務品質，以及銷售後專業維修能力。任何一項服務品質做的不盡完善，除了造成消費者的消費體驗不佳，情節嚴重甚至將導致消費糾紛，進而影響將來的購買意願。因此，了解消費者對空調產品服務品質如何影響購買意願為關鍵議題。本研究以傳統電器行、連鎖家電量販店消費之顧客為樣本，透過網路進行問卷調查，共寄發221份，回收207份有效問卷(有效回收率94%)。透過各種的統計分析，希望能了解影響消費者購買空調產品意願的重要因素。實證研究結果顯示，服務品質未見實質影響消費者購買意願，然而施工人員的服務態度及售後專業維修能力，是消費者購買空調產品的第一考量因素。此外，新購者對產品價值的重視程度明顯大於添購者。這些發現可提供廠商洞悉影響消費者品質滿意度所關切議題，做為未來提高它們購買意願的經營發展方向的重要參考，期望在落實政府節能政策、廠商營運績效成長與消費者滿意度等，三者之間獲得三贏局面。

關鍵字

服務品質；購買意願；空調產品

並列摘要

ABSTRACT Taiwan is located in the subtropical region, hot summer, and demand for air-conditioning products is increasing day by day. Since the most power-consuming appliances in the home are air-conditioning products, the government has proposed incentive policies for new or additional purchases in order to encourage consumers to replace traditional and old energy-consuming air-conditioning products into a new generation of energy-saving and carbon-reducing air-conditioning products. There are still many factors that affect consumers’ willingness to purchase energy-saving air-conditioning products. It is worthy of our in-depth analysis in order to achieve the policy goal. A complete set of pre-sales, in-sales, and after-sales service processes of air-conditioning products include the knowledge of product expertise before sale, the service quality of construction personnel during installation, and professional maintenance capabilities after sale. The imperfect quality of any service will not only result in poor consumer experience, serious circumstances will even lead to consumer disputes, which will affect future purchase intentions. Therefore, it is a key issue to understand how consumers' willingness to purchase air-conditioning products and service quality affects them. This study took customers from traditional electrical appliance stores and chain home appliance stores as a sample. Questionnaire surveys were conducted through the Internet. A total of 221 questionnaires were sent and 207 valid questionnaires were returned (effective recovery rate 94%). Through various statistical analysis, we hope to understand the important factors that affect consumers' willingness to buy air-conditioning products. The empirical research results show that the quality of service does not substantially affect consumers' willingness to buy. However, the service attitude and professional after-sales maintenance capabilities of construction personnel are the first consideration factors for consumers to purchase air-conditioning products. In addition, new buyers pay more attention to product value than old buyers. These findings can provide manufacturers with insight into the issues of concern that affect consumer quality satisfaction, and serve as an important reference for future business development directions to increase their purchase intentions. It is expected that the implementation of government energy-saving policies, the growth of manufacturers’ operational performance and consumer satisfaction, etc. A win-win situation between the two.