| 摘要: | 本研究旨在瞭解嘉義市顧客群對「傳統自行車業注入網路行銷」之滿意度相關研究，探討不同的個人背景對滿意度之差異影響結果，並加以探究。 本研究主要採量化研究的問卷調查法，以嘉義市自行車業顧客為研究對象。經專家諮詢、預試後，再進行正式的問卷施測，總共發出302份問卷，回收有效問卷283份，蒐集的資料以SPSS22.0版統計套裝軟體進行資料分析，研究結果如下：一、在傳統自行車業注入網路行銷之顧客群人口統計特徵，在性別上，以男性較多；年齡分布上，以20~40歲人數最多；在職業型態，以軍公教和服務業佔多數；平均月收入，以20000元以下者最多；瀏覽自行車網路消費之目的，以購買單車為最多。二、嘉義市自行車店家之顧客對「傳統自行車業注入網路行銷之滿意度」調查屬於中間偏上滿意程度。三、認知價值構面上的表現，在平均月收入此變項是有顯著性差異；而在顧客忠誠度之構面表現上，年齡層不同也是有顯著性差異。四、在「傳統自行車業注入網路行銷之顧客滿意度」調查研究中，認知價值、顧客滿意度與顧客忠誠度之三個構面間，皆具有顯著性相關。
This study aimed at understanding the customer base of Chiayi City, ＂ the traditional bicycle industry into Internet marketing ＂ satisfaction ofrelevant studies explore different personal backgrounds difference Satisfaction affect the results, and to explore. This study collected quantitative research questionnaire to Chiayi City, the bicycle industry customer for the study. Through expert consultation, after the pre-test, and then a formal questionnaire administered test, issued a total of 302 questionnaires, 283 valid questionnaires, with data collected edition SPSS22.0 statistical software package data analysis, results were as follows:First, the traditional customer base Renkoutongji bicycle industry into the online marketing features, in terms of gender, more male; the age distribution, with the largest number of 20 to 40 years old; in career patterns, and services accounted for Israeli Catholic most; average monthly income, to a maximum of 20,000 yuan or less; consumption of web browsing purpose bike for the purchase of a bicycle the most.Second, the customer 's Chiayi City bike stores to ＂ traditional bicycle industry into the online marketing Satisfaction ＂ survey belong to the middle to upper level of satisfaction .Third, the surface structure of cognitive performance value, the average monthly income in this variables are significant differences; and in the performance of the facets of customer loyalty, but also there are significant differences between different age groups.Fourth, the ＂ conventional bicycle industry into the online marketing customer satisfaction ＂ survey research, perceived value, between the three facets of customer satisfaction and loyalty, are having a significant and relevant. |
