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題名：服務創新的程度會影響購買意願嗎？
書刊名：全球商業經營管理學報
作者：何雍慶／莊世杰／黃柏棟
出版日期：2012
卷期：4
頁次：頁37-52
主題關鍵詞：服務創新；知覺價值；人格特質；購買意願；Service innovation；Perceived value；Personality；Willingness；To buy
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(15) 博士論文(3) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:15
  • 共同引用共同引用:90
  • 點閱點閱:32
服務創新對顧客是相當重要的，攸關到顧客知覺價值更影響到購買意願，最後甚至影響到企業之競爭力及競爭優勢。過去服務創新著重在實體商店且未針對知覺價值及人格特質之探討，但隨著環境變動，網路商機蓬勃發展，透過網路購物已成日常生活中重要購物來源且消費者是否受服務創新的影響是值得探討研究的。故本研究以服務創新三個構面對顧客知覺價值十一個構面的影響及顧客知覺價值對服務創新與購買意願的中介效應及加上五大人格特質是否干擾其購買意願，經由問卷、統計工具的分析，得知服務創新對顧客知覺價值與購買意願間有顯著的正向的影響，而顧客知覺價值對服務創新及購買意願部分亦顯著有中介效果，另外人格特質亦部分具有干擾效果，顯示服務創新對知覺價值及購買力是具有影響的。本研究之發現，期望能夠提供網路商店或企業及學術界在服務創新行銷、策略之參考及研究。
Service innovation is very important for customers. It is a vital customer perceived value, affect the purchase intention, even affect the competitiveness of enterprises and competitive advantage.Past service innovation emphasis in a physical store and not explore for perceived value and personality, but with the environmental changes, the Internet business opportunities is flourishing, and whether the consumer’s behavior of purchase has become through the Internet shopping in the daily lives. Hence, The impact of service innovation is worth to study. The study have three dimensions of service innovation effect to eleven dimensions of customer perceived value and customer perceived value have mediate effect between service innovation and the willingness of purchase. In addition, We plus five major personality traits interfere with their willingness to buy, through a questionnaire and the analysis of statistics tool, The result have a significant positive impact on customer perceived value and purchase intentions for service innovation and customer perceived value have significant mediate effect in service innovation and the willingness of purchase too. The personality traits also have existed partly interference effect. So, Service innovation have an power impact on perceived value and purchase. The findings of this study, we expect to be able to provide a reference and research in Internet store or business or academia or marketing strategy for service innovation.
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