消費者對智慧型無人便利商店服務品質認知與再購意願之關係－以消費者創新特性為干擾變項

The Relationship between Consumer' Perceived Service Quality and Repurchase Intention in Intelligent Unmanned Convenience Stores－Consumer Innovativeness as Moderator

劉海儀(HOI-YEE LOU)

指導教授 ： 李延熹 ； 周中理

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2019年)

摘要

智慧型無人便利商店將服務品質評估從“人”轉變為“技術”，客戶對於無形品質的要求越來越受到關注。因此，研究智慧型無人便利商店的服務品質和消費者再購意願的關鍵影響因素是非常必要的。而消費者不同的創新特性對於接受新型態商業模式的程度與時間也會有所差異。另外，消費者特徵會影響消費者的行為，因此本研究比較不同消費者特徵分別對於服務品質及再購意願的差異情形，進行資料探討與分析。
本研究主要以中國的智慧型無人便利商店“Bingbox”為研究例子，針對具有使用智慧型無人便利商店經驗的中國消費者為研究對象。問卷調查以隨機抽樣及便利抽樣方式，共發出291份問卷，有效問卷287份。
研究結果發現：（一）服務品質的認知對消費者的再購意願具部分顯著正向影響。（二）消費者創新特性越高對服務品質認知與消費者再購意願具部分干擾效果。（三）不同的消費者特徵對服務品質認知具部分顯著影響。（四）不同的消費者特徵對消費者再購意願具部分顯著影響。最後，本研究針對研究結果進行討論，並提出研究建議與未來研究方向。

關鍵字

智慧型無人便利商店 ； 服務品質認知 ； 再購意願 ； 消費者創新特性 ； 消費者特徵

並列摘要

The intelligent unmanned convenience stores have changed the evaluation of service quality from “human” to “technology,” and consumers’ demands for intangible quality have also received increasing attention. Therefore, it is very necessary to study the key influencing factors of the service quality of intelligent unmanned convenience stores and consumers' willingness to buy again. However, the different of consumer innovativeness be diversity in the degree and timing of accepting new types of business models. In addition, consumer characteristics will affect consumer behavior. Therefore, this research will also compare the differences between diversity consumer characteristics for service quality and repurchase intention and conduct data exploration and analysis.
This research mainly focuses on “Bingbox”, an intelligent unmanned convenience store in China. The respondents in this research were Chinese consumers and had prior experience in using “Bingobox,” the intelligent unmanned convenience store in China. This research was issued by random sampling and convenience sampling of 291 questionnaires, and there were 287 valid questionnaires.
The results of this research: 1. Perceived service quality has partial positive related to repurchase intention in intelligent unmanned convenience stores. 2. The more consumer innovativeness, the partial stronger effect of perceived service quality on repurchase intention in intelligent unmanned convenience stores. 3. Different consumer characteristics have partial different perceptions of service quality in intelligent unmanned convenience stores. 4. Different consumer characteristics have partial different repurchase intention in intelligent unmanned convenience stores. Based on the results and analysis, some conclusions and suggestions are made for future research.

並列關鍵字

Intelligent unmanned convenience store ； Perceived service quality ； Repurchase intention ； Consumer innovativeness ； Consumer characteristics

參考文獻

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