傳統市場顧客的顧客關係傾向、知覺價值與再購意願之研究

隨著現代人消費模式與生活型態的改變，傳統市場的消費客群雖然受到影響，但仍有許多忠實的顧客仍習慣在傳統市場購物。本研究認為傳統市場充滿人情味與在地特色是吸引這些忠實顧客的關鍵因素。因此，本研究以經常去傳統市場消費的顧客為對象，探討傳統市場顧客的知覺價值與再購意願是否會受到消費者關係傾向強弱之影響。本研究有效問卷共243份。研究結果顯示：（1）顧客關係傾向會正向影響再購意願；（2）顧客關係傾向會正向影響知覺價值；（3）知覺價值會正向影響再購意願；（4）顧客關係傾向會透過知覺價值正向影響再購意願。根據研究結果提出管理意涵及後續研究建議。

關鍵字

傳統市場；顧客關係傾向；知覺價值；再購意願

並列摘要

With the changes in the consumption patterns and lifestyles of modern people, the consumer base in traditional markets has gradually decreased, but there are still many loyal customers who are still used to shopping in traditional markets. This study believes that the traditional market is full of friendliness and Local features are the key factors to attract these loyal customers.. Therefore, this study targets customers who often go to the traditional market to discuss whether consumers in the traditional market will influence consumers' perceived value and willingness to repurchase through relationship proneness. There are 243 valid questionnaires in this study. The research results show that: (1) customer relationship proneness will positively affect the repurchase intention; (2) customer relationship proneness will positively affect the perceived value; (3) perceived value will positively influence the r-purchase intention; (4) customer relationship proneness will positively affect the repurchase intention through perceptual value. According to the research results, management implications and future studies research suggestions are proposed.