昇降機服務品質、品牌形象與考量因素對行為意圖影響之研究

A Study on the Influence of Elevator Service Quality, Brand Image and Consideration Factors on Behavioral Intention

陳繁興(Farn-Shing Chen) ； 余月美(Yueh-Mei Yu)

《明新學報》 44卷1期 (2020/12) Pp. 28-48

摘要

本研究旨在探討昇降機服務品質、品牌形象與考量因素對行為意圖之影響，為達成此研究目的，蒐集並分析相關文獻以作為本研究之理論架構。採用問卷調查，以台灣西部為研究對象，發放500份進行問卷調查，有效問卷453份，有效回收率90.60%，所得資料以SPSS及AMOS結構方程模式考驗昇降機服務品質、品牌形象與考量因素對行為意圖的影響。研究結果顯示，本研究建立之模型具有良好適配度，昇降機「服務品質」會經由「品牌形象」及「考量因素」的中介效果顯著正向影響「行為意圖」。本研究建議，喚起昇降機產業對服務品質與品牌形象重視，以合理價格提高產品美學功能安全性影響行為意圖，對昇降機廠商管理與消費者提高安全對後續相關研究，提升昇降機產業競爭力。

關鍵字

服務品質 ； 品牌形象 ； 考量因素 ； 行為意圖

並列摘要

This Study intended to investigate the influence of elevator's service quality, brand image and consideration factor on behavior intention. In order to achieve the research purpose, related literature has been collected and analyzed to be the theoretical framework of this Study. Questionnaire survey is adopted in this Study and the western Taiwan area has applied as the research subject. 500 questionnaires were sent out, and 453 valid copies returned with a 90.60% recovery rate. All collected data was analyzed by using SPSS and AMOS Structural Equation Modeling(SEM) to examine the influences of elevator service quality, brand image and consideration factors on behavior intention. The research results show that the model established in this study has a good degree of adaptation, and the ＂service quality＂ of the lift will significantly positively affect the ＂behavioral intention＂ through the mediating effect of ＂brand image＂ and ＂consideration factors＂. This study proposes to arouse the elevator industry's emphasis on service quality and brand image, improve product aesthetics and safety at a reasonable price to influence behavioral intentions, improve the safety of elevator manufacturers and consumers, and recommend follow-up research with improving safety, as well as business competitiveness for the elevator industry.

並列關鍵字

Service Quality ； Brand Image ； Consideration Factor ； Behavior Intention

參考文獻

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