Title 100E3-影響再購意願之因素探討及轉換成本的角色- 以某家連鎖幼教機構為例Factors influencing Repurchase intention and the role of switching
Name 許明旗
Advisor 王崇昱 老師
畢業日期 2012/06
Attachment 100E3Adobe PDF
Reference Link
Abstract 過去探討影響再購意願之因素研究甚多，但未提出一個較完整之架構，因 此本研究以商店形象及知覺價值為再購意願之前因變數，信任為中介變 數，轉換成本為干擾變數，來探討之變數間之關係。以某家連鎖幼稚園為 例，進行抽樣調查，回收問卷共210 份，利用迴歸分析，本研究所得之重 要結論分述如下：（1）信任對商店形象與知覺價值與再購意願間關係，具 有中介效果。（2）幼兒園單店商店形象正向影響家長對幼兒園的信任。（3） 連鎖形象正向影響單店商店形象。（4）幼兒園商店形象正向影響家長的 再購意願。（5）家長的知覺價值正向影響
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