本研究旨在探討雲嘉地區的殯葬消費知覺價值對殯葬消費行為意向之影響研究，採用問卷調查法，以「殯葬服務消費的知覺價值對行為意向的研究問卷」為研究工具，研究對象為雲嘉地區三年內的喪親家屬，正式樣本採便利取樣，共發出350份，收回315份，有效問卷267份，有效樣本占回收樣本84.8%，問卷資料以SPSS for 18.0套裝軟體進行描述性統計、t檢定、單因子變異數分析、卡方檢定及多元迴歸分析等統計方法分析資料，研究結論如下：一、雲嘉地區殯葬服務消費者的知覺價值與再購意願的行為意向有相關存在。二、雲嘉地區殯葬服務消費者的知覺價值與消費滿意度有相關存在。三、雲嘉地區殯葬服務消費者的知覺價值與所採行儀式型態有相關存在。四、雲嘉地區殯葬服務消費者的知覺價值對再購意願的行為意向有預測力。五、雲嘉地區殯葬服務消費者的知覺價值對消費滿意度的行為意向有預測力。六、不同背景因素的雲嘉地區殯葬服務消費者的知覺價值有顯著差異。七、不同背景因素的雲嘉地區殯葬服務消費者的行為意向有顯著差異。 根據本研究發現與結論，提出殯葬消費服務業者作為之具體建議，以作為後續研究之參考 。 The study is to investigate the influence of consumer perceived value of funeral services on intentions of comsumer bebavior of Yun-Lin and Chia-Yi districts. The questionnaire survey method is adopted, and ＂Questionnaire of Consumer Perceived Value of funeral serviceas on Intentions of Consumer Behavior＂ is used as research tool. The questionnaires were issued to bereaved family members within three years of Yun-Lin and Chia-Yi districrs in a total of 350. And 267 out of 315 received back questionnairs were valid. The valid response rate was 84.8%. The valid samples were analyzed by using descriptive statistic, independent samples t-test, one-way ANOVA, Chi-square, and multiple stepwise regression analysis. The findings were listed as follows: 1.Yun-Lin and Chia-Yi districts' consumers perceived value of funeral services is related to the intention of repurchasing will.2.Yun-Lin and Chia-Yi districts' consumers perceived value of funeral services is related to the customer satisfaction.3.Yun-Lin and Chia-Yi districts' consumers perceived value of funeral services is related to the funeral ceremony type.4.Yun-Lin and Chia-Yi districts' consumers perceived value of funeral services has a predictive power on the intention of repurchasing will.5.Yun-Lin and Chia-Yi districts' consumers perceived value of funeral services has a predictive power on the intention of customer satisfaction.6.There were statistically significant differences in funeral services consumers' perceived value for varied personal background variables.7.There were statistically significant differences in funeral services consumers' behavior intension for varied personal background variables. According to the research findings, concrete recommendations were proposed for the funeral service provider and future researchers.
