探討滿意度、再購意圖、和口碑傳播意圖之間的關係

南華大學機構典藏系統 > 本校期刊 > 經營管理論叢特刊 > Item 987654321/6407

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题名:	探討滿意度、再購意圖、和口碑傳播意圖之間的關係
作者:	陳秀芬
关键词:	consumer satisfaction repurchase intention word-of-mouth SEM
日期:	2007-12-01
上传时间:	2010-12-21 16:31:42 (UTC+8)
出版者:	南華大學企業管理系管理科學碩士班
摘要:	The purpose of this study was to investigate whether consumer satisfaction directly affect consumer word-of-mouth behavior or repurchase intention can play a mediating role between consumer satisfaction and word-of-mouth output intention. Satisfactions with product and service will determine the customers’ future purchase intention and word-of-mouth communication. Smith (1998) also indicated that consumer satisfaction can be a significant determinant of repurchase intention, dissemination word-of-mouth, and consumer loyalty in products and services.In this study, the data was handled by the reliability test, descriptive analysis, and structural equation modeling (SEM). After analyzing, the outcomes can be summarized in the following subjects. The path analysis displays that there was no direct effect and indirect effect among service satisfaction, repurchase intention, and word-of-mouth output intention; for the product satisfaction, there was a direct effect to repurchase intention and an indirect effect to positive/negative word-of-mouth output intention; repurchase intention and word-of-mouth output intention were predicted directly by ambiance satisfaction, which meant that the repurchase intention can also play a mediating role between ambiance satisfaction and word-of-mouth output intention;
關聯:	經營管理論叢特刊 2期(2007)
显示于类别:	[本校期刊] 經營管理論叢特刊 [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 經營管理論叢特刊

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