知覺價值、知覺風險、顧客滿意度與顧客忠誠度關係之研究－以外送平台為例

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Title:	知覺價值、知覺風險、顧客滿意度與顧客忠誠度關係之研究－以外送平台為例
Other Titles:	A Study on the Relationships among Perceived Value, Perceived Risk, Customer Satisfaction, and Customer Loyalty--An Example of Delivery Platform
Authors:	王鈺涵 WANG, YU-HAN
Contributors:	企業管理學系管理科學碩博士班黃國忠 HUANG, KUO-CHUNG
Keywords:	知覺價值;知覺風險;顧客滿意度;顧客忠誠度 Perceived Value;Perceived Risk;Customer Satisfaction;Customer Loyalty
Date:	2020
Issue Date:	2022-05-17 14:41:57 (UTC+8)
Abstract:	本研究的目的探討知覺價值、知覺風險、顧客滿意度、顧客忠誠度之間的關係影響且透過外送平台的服務來藉以了解，近年來，外送平台逐漸興起，現在的人也追求方便和迅速的生活，使得網路結合外送平台的外送服務越來越多人使用，本研究透過發放問卷的方式蒐集樣本資料並加以進行分析，藉以了解知覺價值、知覺風險、顧客滿意度、顧客忠誠度之間的影響關係，其研究之結果可提供外送平台及消費者參考建議。　　本研究以使用過外送平台之消費者為研究對象，採用便利抽樣，研究問卷回收了215份問卷，扣除1份無效問卷，有效問卷為214份，將對回收問卷利用SPSS統計分析軟體作分析做研究探討，研究結果發現，知覺價值對知覺風險有顯著影響；知覺價值對顧客滿意度有顯著影響；知覺價值對顧客忠誠度度有顯著影響；知覺風險對顧客滿意度有影響；知覺風險對顧客忠誠度有顯著影響；顧客滿意度與顧客忠誠度有顯著影響；顧客滿意度對知覺價值與顧客忠誠度具有中介效果；顧客滿意度對知覺風險與顧客忠誠度具有中介效果；知覺風險對知覺價值與忠誠度具有中介效果；知覺風險對知覺價值與顧客滿意度具有中介效果。　　The purpose of this research is to study the relationship between perceived value, perceived risk, customer satisfaction, and customer loyalty through the service of the delivery platform. In recent years, the delivery platform has gradually emerged due to the fast-paced lifestyle. This study collected sample data by issuing questionnaires and then analyzes them to study the impact between the perceived value, perceived risk, customer satisfaction, and customer loyalty. The results can be provided to delivery platforms and consumer as a reference or suggestion.　　In this study, consumers who have used the delivery platform are targeted as respondents. Convenience sampling is adopted as this research's sampling method. 215 questionnaires were collected, one of them is an invalid questionnaire, resulting in 214 valid questionnaire. The questionnaire will be analyzed using SPSS. After conducting research, this study found that there is a significant difference between perceived value and perceived risk; there is a significant difference between perceived value and customer satisfaction; there is a significant difference between perceived value and customer loyalty; there is a significant difference between perceived risk and customer satisfaction; there is a significant difference between perceived risk and customer loyalty; there is a significant difference between customer satisfaction and customer loyalty; customer satisfaction has a mediating effect on perceived value and customer loyalty; customer satisfaction has a mediating effect on perceived risk and customer loyalty; perceived risk It has a mediating effect on perceived valueand loyalty; Perceived Risk has a mediating effect on perceived value and customer satisfaction.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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