消費者排隊行為知覺與等候品質對顧客再購買意願之影響─以顧客等待時間容忍度為干擾變項

The Impacts of Consumer Queuing Behavior Perception and Waiting Quality on Customer Repurchase Intention─The Moderating Effect of Customers ' Waiting Line Tolerance

李棋楠(Chi-Nan Lee)

指導教授 ： 張瑞娟

嶺東科技大學/管理學院/國際企業系碩士班/碩士(2018年)

摘要

本研究旨在探討消費者排隊行為知覺與等候品質對顧客再購買意願之影響─以顧客等待時間容忍度為干擾變項，透過從眾行為理論，來探究消費者排隊行為；顧客知覺價值對顧客購買意願之影響；亦探討不同背景之人口統計變項與各研究構面的差異情況。本研究以問卷調查法，採用便利性隨機取樣，從2017年9月開始進行，至2017年11月10日結束問卷調查作業。共計發放215份問卷，回收有效問卷共210份，有效回收率97.7%。將問卷調查所得資料，以SPSS 20.0統計套裝軟體，對本研究各項假設，進行資料分析與處理工作。所採用之統計方法包括敘述統計分析、信效度分析、相關分析、迴歸分析、單因子變異數分析。本研究分析結果如下：(1)消費者的排隊行為知覺對顧客滿意度有顯著性正向影響。(2)顧客知覺價值對顧客滿意度有顯著性正向影響。(3)顧客滿意度對顧客再購買意願有顯著性正向影響。(4)人口統計變數對消費者的排隊行為知覺、顧客知覺價值、顧客滿意度、顧客再購買意願有顯著性差異。(5)顧客消費行為對消費者的排隊行為知覺、顧客知覺價值、顧客滿意度、顧客再購買意願有顯著性差異。(6)等候品質對等待時間容忍度有顯著性正向影響。(7)消費者的排隊行為知覺對顧客滿意度受等待時間容忍度有顯著性正向干擾影響。(8)顧客知覺價值對顧客滿意度受等待時間容忍度有顯著性正向干擾影響。

關鍵字

排隊行為知覺 ； 顧客滿意度 ； 顧客再購買意願 ； 等候品質 ； 等待時間容忍度

並列摘要

This study was conducted to explore the impacts of consumer queuing behavior perception and waiting quality on customer repurchase intention-the moderating effect of customers ' waiting line tolerance. However, due to the limited amount of samples taken, those study results would be biased. Therefore, this study applied quantities research and develops multiple-item measures of multiple-dimensions amounted to 215 questionnaire in 2017, in a total sample of 210 with valid collection rates of 97.7%. The data gathered were thus analyzed using descriptive statistics, Pearson correlation analysis, multiple regression models. The results indicates that (1)There will be a significantly positive relationship between consumer queuing behavior perception and customer satisfaction.(2)Customer perceived value have a significantly positive impact on customer satisfaction.(3) There will be a significantly positive relationship between customer satisfaction and consumers repurchase intention.(4) Demographic variables have significant differences in Consumer Queuing Behavior Perception, customer perceived value, customer satisfaction, and customer repurchase intention. (5) Consumer behavior variables have significant differences in consumer queuing behavior perception, customer perceived value, customer satisfaction, and customer repurchase intention. (6) There will be a significantly positive relationship between waiting quality and waiting line tolerance. (7) Waiting line tolerance has significant positive moderating effect on consumer queuing behavior perception with customer satisfaction. (8) Waiting line tolerance also has significant positive moderating effect on customer perceived value with customer satisfaction.

並列關鍵字

Queuing Behavior Perception ； Perceived Value ； Consumers Repurchase Intention ； Waiting Quality ； Waiting Line Tolerance

參考文獻

參考文獻

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