以顧客知覺價值的觀點探討服務創新對顧客購買意願影響之研究

The Effect of Service Innovation on Customer Purchasing Intention from the aspects of Customer Perceived Value

賀姿雅(TZU-YA HO)

指導教授 ： 謝介仁

共同指導教授 ： 葉上葆

長榮大學/管理學院/國際企業學系(所)/碩士(2013年)

https://doi.org/10.6833/CJCU.2013.00047

摘要

基於國人對於休閒日趨重視，使得近年來國內、外之觀光人口呈現明顯的成長，此一效應也讓觀光產業的比重增加，因台灣的旅行社業者為求彼此競爭，無不積極加強自我的服務品質，然而隨著產業特性改變，業者早已將服務品質視為基本，而強調要發展服務創新才能帶來更大的利潤，故本研究旨在探討台灣旅行社業者服務創新、顧客購買意願與顧客知覺價值之間的關係，研究方法主要採量化之問卷調查法進行，以王牌旅行社之成年旅客為抽樣調查對象，共發出問卷300份，回收267份，其中有效問卷208份，有效問卷回收率為69.3%。
本研究將服務創新構面設為自變數，顧客購買意願構面為依變數，顧客知覺價值構面為干擾變數，進行三者變數之因果關係。探討運用回歸分析及變異數分析等統計方法進行資料分析後，獲致研究結果如次：1.服務創新對顧客購買意願有顯著正向影響；2.顧客知覺價值對服務創新有顯著正向影響；3.顧客知覺價值對顧客購買意願有顯著正向影響；4.顧客知覺價值對服務創新對顧客購買意願影響具有顯著干擾效果。

關鍵字

旅行社 ； 服務創新 ； 顧客購買意願 ； 顧客知覺價值

並列摘要

Because Taiwan people paid more attention to leisure, so those domestic and foreign tourist populations are significant growth. This effect also makes an increased proportion of the tourism industry. Taiwan's travel industry for the sake of competing with each other, are all actively strengthen the quality of service, but with the characteristics of the industry changes. In other words, the tourism industry has long been regarded as the basic quality of the service, so the emphasis on the development of service innovation can bring greater profits. The purpose of this study aims to explore the relations among the service innovation, customer purchase intention and customer perceived value in the tourism industry in Taiwan. This study used the questionnaire survey, and took the Trump Travel Service Ltd. of adult consumers as a sample. 300 questionnaires were sent, 267 were returned, of which 208 valid questionnaires, the response rate was 69.3%.
Having service innovation as the independent variable, customer’ purchase intention as the dependent variables and the customer perceived value as a Moderating value, to explode the casual relationship between the three variables, Regression and Analysis of Variance methods are for data analysis. The results show that 1.service innovation appears positive effects on customer’ purchase intention, 2.customer perceived value appears positive effects on service innovation, 3.customer perceived value appears positive effects on customer’ purchase intention, and 4.customer perceived value to the customer on service innovation has a significant impact on purchase intention interference effect.

並列關鍵字

Travel Agency ； Service Innovation ； Customer’ Purchase Intention ； customer perceived value

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