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http://nhuir.nhu.edu.tw/handle/987654321/29087
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| 題名: | 探討知覺品質、口碑與知覺價值對消費意願之關聯性研究以美髮沙龍業為例 |
| 其他題名: | Assessing the Effect of Perceived Quality, Word-of-Mouth and Perceived Value on Purchase Intention in the Beauty Hair Salon Industry |
| 作者: | 蔡玉銣
TSAI, YU-RU |
| 貢獻者: | 企業管理學系管理科學碩博士班
李承霖;涂瑞德
LEE, CHEN-LIN;TWU, RUEY-DER |
| 關鍵詞: | 知覺品質;口碑;消費意願;產品涉入
Perceived Quality;Word-of-Mouth;Purchase Intention;Product Involvement |
| 日期: | 2022 |
| 上傳時間: | 2022-08-31 09:38:28 (UTC+8) |
| 摘要: | 受到消費市場的吸引美髮沙龍產業也快速的崛起，從經營者的觀點上，未來消費者購買行為的趨勢受到知覺品質與知覺價值因素的影響已獲得證實，對美髮沙龍產業經營而言，這更是長期性的財務持續性與競爭優勢上的重要關鍵。儘管先前有關消費性市場文獻曾經對於口碑的中介角色進行驗證，證實在行銷與消費者購買意願有關的研究中相當合適，然而，對於知覺品質、口碑與消費意願相關的架構中卻不足以證明之間存在著關聯性，文獻中所存在的缺口，即需討論如何對成形的架構整合出變項之間的關聯性。因此，本研究主要的目的即是為了調查美髮沙龍產業對服務提升與市場策略影響消費行為之可能性因素，例如知覺品質與口碑等。 本研究以量化模式並以隨機簡單方式對消費者蒐集所需之樣本資料。總計發放450份問卷資料，回收370份問卷資料，其中360份樣本資料判定有效，另外10份內容因填答不全視為無效問卷，整體有效樣本比例為80%。研究結果彙整說明如下；知覺品質對於口碑效應有顯著的影響，對於消費者消費意願有顯著的直接影響性，相對的，知覺價值與知覺品質對於消費者之消費意願皆有正向顯著之影響效果，對於中介變項影響的判斷而言，知覺價值對於知覺品質以及消費意願之間則存在完全中介之效果。對於產品涉入干擾效果驗證之結果，很顯然的，產品涉入的變項並未對於知覺價值以及消費意願之間產生干擾效果。由以上研究結果，本研究幾點貢獻分述說明：1、建立以服務市場中美髮沙龍業為背景之研究，將知覺品質、口碑等視為消費意願之重要的前置變項進而整合其關聯性的研究架構；2、口碑推薦詮釋了中介角色並建立此論點，除此，口碑對於消費者消費行為中提供了更為價值性的洞察效果，對於預測意願消費是相當重要的因子。本研究提供了對研究結果的整合及對未來研究的建議，也建議品質提升與增加價值是優先要思考的方向，消費者會跟隨娛樂性價值、健康價值、安全性價值，以及環境價值等取向影響消費的態度進而降低消費意願。
The beauty hair salon industry is rapidly growing and attracts due to the consumer marketing. Form the manager’s point of view, future trends in customer’s purchase behavior and identification of that effect of perceived quality and perceived value these factor are key determinants of long-term financial sustainability and competitive advantage for the beauty hair salon industry. Although previous consumer marketing literature has examined the mediator role of the word of mouth and appropriate between the marketing and customer purchase intention. However, empirical findings have proven to be inadequate in reveling relationship between related structures in perceived quality, word of mouth and purchase intention. There is a gap in the literature about how integration relations are shaped in structure. This study aims to investigate the service improvement and marketing strategy to measure the factor effect of consuming behavior of beauty hair salon, such as perceived quality and word-of-mouth. A quantitative research method was applied to collect data from consumer selected by randomly sampling technique. The total of 450 questionnaires were disseminated, among which 370 were recovered. Of the 370 questionnaires, 360 and 10were valid and invalid, respectively, yielding a valid response rate of 80%. SPSS v.18 software was used to explore the relationship among respondent’s perceived quality, word-of-mouth, and purchase intention. The survey results are as follows: (1) perceived quality significantly influence word-of-mouth and directly impacts purchase intention. (2) Perceived quality has positive effect perceived value and directly influence purchase intention. (3) Perceived value identification completely mediates the relationships between perceived quality and consumers’ purchase intention; and (4) product involvement has no moderator effect on the relationships between perceived value and purchase intention. This research makes several contributions to the academic literature. First, it establishes the importance of perceived quality, word-of-mouth as antecedents of purchase intention integration relations are shaped in structure.in context of beauty hair salon of service market. Second, it also establishes that Word-of-Mouth recommendations plays a mediating role for the above mentioned antecedents and consumer purchase behavior of provides valuable insights by confirming that word of mouth is the most important factor in predicting intention to purchase. This study provides an integration of the research findings and suggestions for future study. Furthermore, it suggests that improve quality and increase value is a priority, followed by hedonic value, health value, safety value and environmental value in influencing the consumer attitude toward reduced Purchasing Intention. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班
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