Title 100E4-影響商店再購意願之因素探討-以產品創新性為干擾變 數並以傳統小吃商店為例Factors Influencing Repurchase Intention and product innovation
Name 黃東和
Advisor 王崇昱 老師
畢業日期 2012/06
Attachment 100E4Adobe 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、知覺品質及懷舊心理為再購意願之自變數,知覺價值為中介變數,產 品創新為干擾變數,來探討各變數之間的關係。以某家傳統小吃店為例,進行抽樣調 查,回收問卷共200 份,利用迴歸分析,本研究所得之重要結論分述如下:(1)知覺 價值對商店形象、知覺品質、懷舊心理與再購意願之間關係,具有中介效果。(2)消 費者的知覺價值對再購意願具有正向的影響。(3)消費者的商店形象對知覺價值具有 正向的影響。(4)顧客的知覺品質對知覺價值具有正
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