標題 99E6-探討影響購買意願因素與涉入及信任之干擾角色 -以補習班為例 Factors Influencing Purchase Intention and the Role of Involvement and Trust - Cram School for example
姓名 梁天祥
指導教授 王崇昱 老師
畢業日期 2011/06
附件檔案 99E6Adobe PDF
參考連結
摘要 結論分述如下：（1）顧客認知的知覺風險對購買意願具有負向的影響；（2）顧客認知的企業形象對知覺風險具有負向的影響；（3）顧客認知的顧客價值對知覺風險具有負向的影響；（4）知覺風險在企業形象與顧客價值對購買意願間關係，具有中介效果；（5）涉入干擾企業形象對於知覺風險的影響；（6）涉入干擾顧客價值對於知覺風險的影響；（7）涉入干擾知覺風險對於購買意願的影響；（8）信任干擾企業形象對於知覺風險的影響；（9）信任干擾顧客價值對於知覺風險的影響。依據研究發現，本研究提出相關實務建議。
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