標題 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
姓名 黃東和
指導教授 王崇昱 老師
畢業日期 2012/06
附件檔案 100E4Adobe PDF
參考連結
摘要 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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