標題 99N8-影響購買意願之因素探討-以服務涉入為干擾變數 Antecedents of Purchase Intention:Moderator of Service Involvement
姓名 顏福佑
指導教授 王崇昱老師
畢業日期 2011/06
附件檔案 99N8Adobe PDF
參考連結
摘要 本研究共收回291份有效問卷，由研究結果可以發現企業形象、產品創新及服務品質對顧客價皆有顯著正向影響，顧客價值對購買意願有顯著正向影響；顧客價值在企業形象、產品創新、服務品質與購買意願之間，具有部份中介效果存在；服務涉入正向干擾企業形象、產品創新及服務品質對於顧客價值的影響性，服務涉入正向干擾顧客價值對於購買意願的影響性。根據研究結果，本研究提出相關建議。
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