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題名:電信新產品服務知覺品質、服務等候、企業形象與知覺價值對台灣區消費者行為意向與選擇行為之影響
作者:王明坤
作者(外文):Ming-KuenWang
校院名稱:國立成功大學
系所名稱:交通管理學系碩博士班
指導教授:黃國平
高凱聲
學位類別:博士
出版日期:2012
主題關鍵詞:新產品服務知覺品質服務等候企業形象知覺價值消費者行為意向消費者選擇行為Perceived Quality of NewTelecom Product ServicesWaiting ExperienceCorporate ImagePerceived ValueConsumer Behavioral IntentionsConsumer Choice Behavior
原始連結:連回原系統網址new window
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電信為當前台灣區熱絡的科技產業,其服務提供了民生的便利性與科技性,因具有貼近消費者需求與引領科技發展的特性,如何開創電信服務的競爭優勢,實有賴於優質與創新的服務品質,讓消費者願意持續保有忠誠度。消費者行為意向滿意為企業獲利來源指標,知覺服務品質、企業形象、服務等候有助於長期關係交換的維持;此意謂顧客滿意中,消費者知覺、價值在交換過程中扮演之角色,但過去卻缺乏電信產業整合的研究,本研究提出整合架構,將「服務等候」構念納入,以電信新產品服務知覺品質為前因變數、連結消費者行為意向與知覺價值概念,以台灣區曾接受電信新產品服務之消費者有效回收樣本1,277份為實證研究,探討各構念對消費者的影響效果,根據結構方程模式研究結果顯示,電信新產品服務知覺品質與知覺價值不顯著,但新產品服務知覺品質顯著影響消費者行為意向,企業形象與消費者行為意向無顯著相關,知覺價值顯著影響消費者行為意向,知覺價值在消費者行為意向間具有中介效果。
本研究主要學理貢獻在於將服務等候構念納入,整合、建構台灣電信產業消費者行為意向、滿意模式。對行銷研究關注價值策略新發現:在環境遽烈變動的電信科技產業,傳統的「企業形象」已不再積極影響消費者之選擇,消費者重視實質費率「利益」、「得」的「直接效果」,服務等候影響消費者行為意向,仍需透過業者內部「服務延遲控制」與「服務瀰補」間接效果來滿足。目前以電信新產品為對象的文獻研究並不多,本研究用以驗證理論比對,對現存電信業者實際行銷策略具有參考價值。
In the telecommunications industry, there is a lack of integrated research on the roles played by consumer perception in customer satisfaction. This study proposes an integrated framework, incorporating the “waiting experience” construct. The dependent variable is perceived quality of new telecommunication product services.The sample included 1,277 valid responses collected from consumers who had received new telecommunication services in Taiwan. Research results from structural equation modeling analysis show that perceived quality and perceived value of new telecommunication services are not significantly correlated, whereas perceived quality of new telecommunication services significantly influences consumer behavior intention. Corporate image and consumer behavior intention are not significantly correlated, while perceived value significantly influences consumer behavior intention. Perceived value also has a mediating effect on consumer behavior intention.
The main theoretical contributions of this study include incorporating the wait experience construct into an integrated model of Taiwan telecommunications consumer behavior intentions and choice behavior satisfaction. New findings relevant to marketing research focusing on value strategy includethe finding that in Taiwan's telecommunications industry, which faces drastic environmental change, traditional “corporate image” no longer actively influences consumer choice. Consumers pay attention to the benefits of the actual pay rate and the direct effects of service acquisition. Wait experience influences consumer behavior intention but is mediated by the indirect effects of internal service delay control and service compensation.There is currently little literature concerning new telecommunication product services.This research conducted comparisons based on theoretical theories, and the results provide reference of practical marketing strategies within existing telecommunication companies.
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