戰利品購物與再購意願： 探討顧客滿意度與口碑傳播之中介

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姓名

李捷(Chieh Li) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

戰利品購物與再購意願：探討顧客滿意度與口碑傳播之中介
(Sport Shopping and Repurchase Intention: Exploring the Mediation of Customer Satisfaction and Word of Mouth)

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摘要(中)

戰利品購物者在購買折扣商品時會表現出類似運動員的行為，從日常不斷地練習（例如：蒐集資訊）到最後贏得比賽（亦即：購買折扣商品）的過程，將購物行為視為一種成就。暢貨中心提供戰利品購物者發展其努力/精熟度、自豪感以及知識的機會，而影響消費者的顧客滿意度與口碑傳播，進而影響其再購意願。本研究針對曾去過國內六大暢貨中心的顧客回收311份有效問卷，並以SPSS第21版進行資料分析。研究結果發現，除知識與口碑傳播間之關係不成立外，其餘構面間之關係皆成立。顧客滿意度與口碑傳播會中介戰利品購物中努力/精熟度及自豪感與再購意願間之關係。

摘要(英)

To shop for heavily discounted products, sport shoopers may exibit behavior that is similar to athletics through the process of daily routine practice (to collect information) and eventually winning the game (by purchasing heavily discounted products), and consider shopping as a kind of achievement. Outlet centers provide sport shoppers opportunities to develop their efforts/mastery, sense of pride, and knowledge. Consequently, sport shopping may influence customer satisfaction and word-of-mouth, and consumer intention to repurchase. Particiapnts were customers who have visited one of the six major domestic outlet centers in Taiwan. A total of 311 valid questionnaires were collected and analyzed using SPSS 21. Results showed excluding the relationship between knowledge and word-of-mouth was not supported, all other dimensions of sport shopping were found to be related to customer satisfaction, word-of-mouth, and repurahcse intention.

關鍵字(中)

★ 暢貨中心
★ 再購意願
★ 戰利品購物
★ 顧客滿意度
★ 口碑傳播

關鍵字(英)

★ outlet center
★ repurchase intention
★ sport shopping
★ customer satisfaction
★ word-of -mouth

論文目次

摘要 i
Abstract ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 5
1-3 研究流程 5
第二章文獻探討 7
2-1 暢貨中心(Outlet Center) 7
2-2 再購意願(Repurchase Intention) 10
2-3 戰利品購物(Sport Shopping) 11
2-4 顧客滿意度(Customer Satisfaction) 15
2-5 口碑傳播(Word-of-Mouth) 18
第三章研究方法 23
3-1 研究架構與研究假說 23
3-2 研究樣本 24
3-3 研究工具 25
3-4 研究步驟 26
第四章研究結果 30
4-1 樣本描述性統計 30
4-2 信度分析 32
4-3 量表描述性統計 33
4-4 相關分析 34
4-5 迴歸分析與階層迴歸分析 35
4-6 中介效果驗證 42
第五章討論與建議 44
5-1 研究討論 44
5-2 管理意涵 46
5-3 研究限制與未來建議 48
5-4 研究結論 49
參考文獻 51
附錄：研究問卷 60

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指導教授

杜秉叡

審核日期

2019-7-29

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