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題名:獨特性產品之涉入程度與消費者滿意度之關係研究
作者:楊主行
作者(外文):Yang Chu-Hsing
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
指導教授:謝安田
學位類別:博士
出版日期:2007
主題關鍵詞:獨特性產品產品涉入知覺風險消費者滿意度critical productproduct involvementperceived riskcustomer satisfactiontaiwandata
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消費者的消費行為會受社會因素影響,尤其是台灣特有的婚紗套裝產品(獨特性產品)。這種產品之獨特性,源自於社會文化影響導致的高涉入,是目前消費財之產品分類(便利財、偏好財、選購財和特殊財)無法涵蓋的。以往有關婚紗產品的研究多集中在攝影學、符號學等,其在消費者行為之領域中極少受到重視,尤其在獨特性產品受社會文化影響而產生的高涉入與購後行為-消費者滿意度部分,因此本研究探討獨特性產品涉入與消費者滿意度之關係。
本研究係透過立意抽樣方法,共計發出800份問卷,扣除無效問卷88份後,實際可用之有效樣本為540份,有效回收率達85.9%。本研究發現1.獨特性產品之涉入程度高並不會降低其知覺風險;2.獨特性產品的知覺風險高,消費者滿意度愈低;3.獨特性產品的涉入程度愈高,消費者滿意度愈高。
Social influence is a determinant of consumer behavior, especially for wedding package product (critical product) in Taiwan. The criticalness of this kind of product lies in the high involvement of soci-cultural factor. Such extent of criticalness cannot be covered by product classification (Convenience Goods, Preferences Goods, Shopping Goods and Specialty Goods) nowadays. Previous studies on wedding products are mostly focusing on photography and symbolism, etc., issues on consumer behavior have received little attention, especially in the area of high involvement in critical products generated by social and cultural influence and consumers’ post-purchase reac-tion-satisfaction. Therefore, the purpose of this study is to explore the relationship be-tween involvement and customers’ satisfaction on critical product.
A total of 880 responses were sent based on judgment sampling. Of all the sam-ples collected 88 were rejected due to missing data in the questionnaire, leaving total usable sample of 540 for analysis, consisting 85.9% of valid return rate.
In summary, the research results are as follows: 1.Highly involvement in critical product does not affect perceived risk. 2. Perceived risk in critical product was nega-tively related to customers’ satisfaction. 3. Highly involvement in critical product was positively related to customer satisfaction.
Because of the unique quality of critical products, consumers’ involvement in products is high, as well as their perceived risk. The increase of consumers’ participa-tion in the production process of products would realize involvement not only in mental perspective, but also reduce perceived risk and increase satisfaction.
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