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論文名稱(中文) 價格形象之前因與後果-以台灣行動通信業者為例
論文名稱(英文) Antecedents and Consequences of Price Image - An Example of Mobile Telecommunications Operators
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 105
學期 2
出版年 106
研究生(中文) 許家綺
研究生(英文) Chia-Chi Hsu
學號 r96044055
學位類別 碩士
語文別 中文
論文頁數 94頁
口試委員 指導教授-蔡東峻
口試委員-李奇勳
口試委員-陳勁甫
口試委員-黃吉村
中文關鍵字 價格形象  台灣行動通信業者 
英文關鍵字 Price Image  Mobile Telecommunications Operators in Taiwan 
學科別分類
中文摘要 近年來研究發現,消費者做決策不僅受到零售商的實際價格影響,也受到消費者對零售商整體價格形象所影響,這個觀念引起管理者的討論。之前價格形象的研究局限在傳統零售業的商店購物上,較缺乏探討在行動通信業者之研究。因此行動通信業的價格形象值得深入探討,故本研究主要探討台灣行動通信業者的價格形象之前因以及價格形象如何影響消費者的滿意度與再購意願。
根據過去的文獻整理出七個影響價格形象的前因最為此次的研究變數,分別為:平均價格水準、價格分散、價格動態、價格訊息傳遞、實體屬性、服務水準、非價格策略,希望藉由此次研究得知何者對台灣行動通信業者的影響程度最大,進而推導消費者的滿意度與再購意願。本研究透過SEM分析做為主要研究方法,運用問卷方式來了解受測者對於價格形象的看法,並將問卷結果進行分群為中華電信、台灣大哥大與遠傳電信進行分析。
在本研究結果發現,影響價格形象的七個前因中,有五個變數對於價格形象有顯著影響,其中以平均價格水準的影響程度最高、非價格策略為次之。且當消費者認為該業者的價格形象越低時,他們對於該業者的滿意度以及再購意願相對的提高。
因此根據本研究的結果,發展出實務建議分點如下:
(一)台灣行動通信業者應維持行動通信服務的平均價格。
(二)台灣行動通信業者應提供更完善的轉約與換約服務、維修服務。
(三)台灣行動通信業者應重視產品型錄的排版與價格呈現之方式。
英文摘要 Recent managerial evidence and academic research have suggested that consumer decisions are influenced not only by the prices of individual items but also by a retailer’s price image, which reflects a consumer’s impression of the overall price level of a retailer. Previously, most price image studies were focused on conventional retail shopping, with few focusing on price image in the telecom industry. Nevertheless, it is a topic worth exploring. Therefore, this study examines the antecedent of telecom carriers' price image and the effect of price image on consumers.
Based on the literature review, we sorted out the influential factors of price image: average price level, dispersion of prices, price dynamics, price-related communications, physical attributes, service level, and nonprice policies. Through this study, we wanted to determine whether these factors influence mobile telecommunications operators and increase consumer satisfaction and repurchase intention.
This study uses SEM analysis as the main research method, eemploying an online questionnaire to find out consumer’s thoughts. The subjects were classified as Chunghwa Telecom users, Taiwan Mobile users, and Far Eas Tone users. Then, we tried to apply this data to compare the results.
As per the results, five factors influence price image and the average price level was the most influential. When consumers believe that the price image is low, their satisfaction and repurchase intention are more likely to increase.
From the result, the suggestions are as follows:
1.The average price is of great importance for Taiwanese mobile telecommunications operators.
2.Taiwanese telecommunications operators should provide a perfect transfer, renewal service, and maintenance service.
3.The presentation and typesetting of product catalogs and price are of great importance for Taiwanese mobile telecommunications operators.
論文目次 第一章 緒論 ........................................1
第一節 研究背景 ........................................1
第二節 研究動機 ........................................4
第三節 研究目的 ........................................6
第四節 研究流程 ........................................7
第二章 文獻回顧 ........................................8
第一節 台灣行動通信業者之資費方案現況 ................8
第二節 價格形象 .......................................12
第三節 價格形象的前因 ...............................16
第四節 價格形象的後果 ...............................21
第三章 研究方法 .......................................23
第一節 研究架構與假設 ...............................23
第二節 研究範圍與對象 ...............................25
第三節 研究變數之衡量 ...............................27
第四節 資料分析方法 ...............................34
第五節 問卷前測結果 ...............................36
第四章 結果分析與討論 ...............................40
第一節 受測者個人基本資料與使用行動通信服務的經驗 .......40
第二節 信效度分析 ...............................46
第三節 研究變數之敘述性統計 .......................57
第四節 結構方程式模型之分析 .......................63
第五章 結論與建議 ...............................76
第一節 研究結論 .......................................76
第二節 實務上的建議 ...............................82
第三節 研究限制與未來研究建議 .......................85
參考文獻 ...............................................87
附錄 正式問卷 .......................................91
參考文獻 【網路部分】
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