數位相機產品使用、使用價值與忠誠度之研究-以持續涉入為干擾變數

A Study on Relationstip among Digital Camera Product Usage, Value in use and Loyalty - Enduring Involvement as a Moderator

李源諺(Yuan-yen Lee)

指導教授 ： 徐茂練

朝陽科技大學/管理學院/企業管理系/碩士(2013年)

摘要

數位相機屬於高體驗性的產品，而且與平日的生活型態以及操作的熟悉度有關，顧客購買數位相機後，透過產品的使用，實際體驗產品，產品因為被使用而有價值，產品的使用價值是數位相機的重要考量因素。本研究以數位相機使用者的使用經驗，探討持續涉入對於產品使用與使用價值之間的關連性有無干擾效果，以及探討產品使用、使用價值和忠誠度之間的關聯性。本研究針對數位相機使用者共發出300份問卷，回收之有效問卷為283份，有效問卷回收率為94.33%。實證結果顯示，產品使用對使用價值、使用價值對於忠誠度皆有正面影響，持續涉入對於「產品使用」及「使用價值」之關係存有干擾效果。依據上述結論，深入討論其理論蘊涵，對於數位相機之行銷與社群經營也提供具體的建議。

關鍵字

忠誠度 ； 使用價值 ； 持續涉入 ； 數位相機

並列摘要

The digital camera is a product of experience, and familiarity with the weekday lifestyle and operation-related. The value of digital camera, through the use of the product, the actual experience of the product. The value in use in digital camera product is an important considered. In this study, We emphasize on a digital camera user experience, and explore the continuing involvement in the correlation between the connected without interference effect between product use and value in use, as well as explore the product use, value in use and loyalty. For digital camera users, the study issued a total of 300 questionnaires, 283 valid questionnaires received with, the effective response rate was 94.33%. The empirical results show that, the product usage is posifively related to value in use for the loyalty Individually positive impact on the continued involvement of the moderating effect of "use" and "value in use" relationship there. Based on the above conclusions, Proudct usage mangerial implications are discovered, also provide specific recommendations for the marketing and community management of digital cameras are also provide.

並列關鍵字

loyalty ； value in use ； enduring involvement ； digital cameras

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