日出糕餅業者活化閒置空間對顧客消費吸引力、滿意度與購買意願之影響－以台中宮原眼科為例

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Title:	日出糕餅業者活化閒置空間對顧客消費吸引力、滿意度與購買意願之影響－以台中宮原眼科為例
Other Titles:	Dawncake Company Reuse Discarded Space Affect Consumption Attractiveness, Customer Satisfaction, and Purchase Intertion--A Case of Taichung Miyahara Ophthalmology
Authors:	張添智 Chang, Tien-Chih
Contributors:	文化創意事業管理學系文創行銷碩士班楊聰仁 Tsung-Je Yang
Keywords:	活化閒置空間;消費吸引力;滿意度;購買行為 Reuse Discarded Space;Consumption Attractiveness;Customer Satisfaction;Purchase Intention
Date:	2016
Issue Date:	2016-10-21 15:27:39 (UTC+8)
Abstract:	本研究旨在瞭解宮原眼科對消費者的消費吸引力、滿意度與購買意願的關係。研究採用問卷調查法，以宮原眼科的消費者為受試對象，總計發放問卷322份，回收有效問卷301份。所得問卷資料以百分比、次數分配、平均數分析、t考驗、單因子變異數分析及Pearson積差相關等統計方法進行資料分析。本研究結果如下所述：一、對宮原眼科消費吸引力感受度較佳的主要族群，以未婚的學生認同度較高，收入多在20000元以下，一年內到宮原眼科消費7次以上，其對宮原眼科消費吸引力印象良好，多半是因為此場域能提供很棒的空間氛圍。二、在宮原眼科能感受到較高滿意程度的主要族群以中部地區的學生為主，其一年內到宮原眼科的消費次數在4次以上。三、在宮原眼科的消費者其購買意願較高者，最主要為未婚的中部地區學生及服務業族群，且年齡大多在29歲以下，教育程度為高中職以上，其收入多在20000元以下，一年內到宮原眼科消費4次以上，多半因為參加聚會而在宮原眼科內消費。四、宮原眼科消費吸引力、消費者滿意度與購買行為的相關檢定顯示消費吸引力對消費者滿意度有正向關係；消費吸引力對購買意願有正向關係；消費者滿意度對購買意願有正向關係。　　The purpose of this research is to know the relationship between consumption Attractiveness,consumer satisfaction and purchase intention. This research used questionnaire which was analyze on the consumer in the Miyahara Ophthalmology,total 322 samples were returned 301 effective samples. Those data was analyzed by percentage,frequency distribution, average analysis, t test,one-way ANOVA analysis and Pearson product-and-deficit. The results are as below:1.The main group who have a good feeling about the Miyahara ophthalmology attraction preferred to unmarried student of high recognition,less than 20,000 monthly income and more than seven times consumption in Miyahara ophthalmic within a year.The consumer have a good impression on the Miyahara ophthalmic attraction because of the great space atmosphere.2.The main consumer in Miyahara ophthalmology can feel A higher degree of satisfaction are the students in the central region.They consume in the Miyahara Ophthalmology more than seven times within a year.3.The main consumer in Miyahara ophthalmology have higher purchase intention are unmarried students and services in the central region.Their age is under 29 years old .The level of education is high school level or above, less than 20,000 monthly income and more than four times consumption in Miyahara ophthalmic within a year. It’s consumer purpose is to get together with others.4.The related test of the Miyahara Ophthalmology attration, consumer satisfaction and purchase intention shows the attration have a positive relations with consumer satisfaction. The Miyahara Ophthalmology attration have a positive relations with purchase intention and consumer satisfaction have a positive relations with purchase intention.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Cultural & Creative Enterprise Management)

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