代購模式之滿意度對購買意願之研究

The Study of Satisfaction with Purchase Intention in Purchasing Platform

王怡強(I-Chiang Wang) ； 陳玥妃(Yue-Fei Chen)

《管理資訊計算》 8卷特刊1 (2019/08) Pp. 45-55

https://doi.org/10.6285/MIC.201908/SP_01_8.0004

摘要

honestbee誠蜂業者推出O2H新興代購模式，標榜生活更便利，幫你採買生鮮、日用、洗衣收送與資源回收，並建立以機車快遞快速到貨的全新消費模式城市物流（Urban Logistics）。本研究以消費者對honestbee誠蜂所提供服務為方向，探討使用者對該產品的服務便利性與滿意度、購買意願的關係，並以行銷角度更全面解釋消費者購買意願。以honestbee誠蜂會員為研究對象，透過線上Google表單進行問卷調查，並將線上問卷連結放在honestbee誠蜂粉絲頁，正式問卷收回429份，33份為無效問卷，有效問卷396份，有效問卷回收率92.3%。研究結果發現，本研究之知覺價值、服務便利性對顧客滿意度具部份顯著影響，顧客滿意度對購買意願具部份顯著影響。

關鍵字

代購模式 ； 服務便利性 ； 滿意度

並列摘要

Honestbee-based apiculture launched O2H emerging purchasing model, advertised more convenient to help you buy fresh, daily, laundry and recycling and the establishment of a rapid arrival of locomotive express new consumption model Urban Logistics (Urban Logistics), This study examines the consumer's perception of the product's service convenience and satisfaction, and purchase intention, and gives a more comprehensive explanation of the consumer's willingness to buy honestbee was used as the object of study, and the online questionnaire was used to conduct the online questionnaire. The online questionnaire was placed on the honestbee fan website, 429 copies were received from the formal questionnaire, 33 were invalid questionnaires, 396 valid questionnaires Questionnaire recovery rate of 92.3%. The results show that the perceived value and service convenience of this study have a significant effect on customer satisfaction, and customer satisfaction has a significant effect on purchase intention.

並列關鍵字

Purchasing mode ； Service convenience ； Satisfaction

參考文獻

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