手機產品特性對顧客滿意度及再購買意願的影響

THE EFFECT OF MOBIL PHONE FEATURES ON CUSTOMER SATISFACTION AND REPEATED PURCHASE INTENTION

許郁貞(Yu-Jen Hsu)

指導教授 ： 李賢哲

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

通訊科技的進步，手機產品的生命週期也因新技術的突破及消費者需求等因素而快速縮短。由於消費者的購買決策過程是十分複雜，因此在影響購買意願中，除了消費者本身所具備的產品知識、品牌忠誠度外，手機產品特性也成為一個備受矚目的指標；消費者可能會因為對於產品特性需求的改變，進而改變購買的品牌。本研究探討手機產品特性對於顧客滿意度的影響，進而影響再購買的意願。本研究以手機用戶為受試對象，以便利抽樣方式收集資料，依212份有效問卷，利用信度分析和迴歸分析的分析法，所得之重要結論如下： （一）支持假設H1，產品特性的重要性對顧客滿意度是有正面關係。 （二）不支持假設H2，品牌來源國對顧客滿意度是不具有干擾作用。 （三）支持假設H3，顧客滿意度對於再購買意願是有正向的關係。

關鍵字

顧客滿意度 ； 再購買意願 ； 手機特性

並列摘要

With the development of communication technology, the life cycle of mobile phones is getting short rapidly due to the breakthrough of phone producing skills and the needs of consumers. Consumers’ purchase intention is difficult and complex to understand. Therefore, except for consumers’ knowledge in the prodcts and their brand royality, phone feature is one of elements for consumers to make the decisions. The consumers might change their decisions because of their needs for product features, and then change the product brand as their choice. This study explores the effect of product features on customer satisfaction and repeated purchase. Mobile phone users are the subjects in this study. Data collected through 212 valid questionnaires. Data analysis is conducted with reliability analysis and regression analysis of analysis. The results are as follows:
H1 is supported: Phone features importance has a positive impact on customer
satisfaction.
H2 is not supported: Brand origin has no moderating effect on customer satisfaction.
H3 is supported: Customer satisfaction has a positive impact on repeated purchase intention.

並列關鍵字

Customer Satisfaction ； Repeated Purchase Intention ； Phone Features

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