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系統識別號 U0026-0812200914114008
論文名稱(中文) 企業形象與其他競爭者吸引力及知覺風險與知覺價值對購買意願之影響-以台灣高鐵為例
論文名稱(英文) The Relationship among Corporate Image, Attractiveness of Alternative, Perceived Risk, Perceived Value and Purchase Intention -An Empirical Study of THSRC
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 96
學期 2
出版年 97
研究生(中文) 林佳隆
研究生(英文) Jia Long
學號 r4695143
學位類別 碩士
語文別 中文
論文頁數 79頁
口試委員 指導教授-張淑昭
口試委員-吳志正
口試委員-張海青
中文關鍵字 購買意願  知覺價值  知覺風險  其他競爭者的吸引力  企業形象  台灣高鐵 
英文關鍵字 Taiwan High Speed Rail Corporation  Corporate Image  Purchase Intention  LISREL  Perceived Value  Perceived risk  Attractiveness of Alternative 
學科別分類
中文摘要 在台灣高鐵完工開始營運後,乘客對於搭乘南北往來的大眾交通工具上又多了一份選擇性。由於高鐵的加入也讓原本的大眾運輸產業起了不小的變化。
因此,本研究以台灣高鐵的為研究標的,深入探討其他競爭者吸引力是否會透過知覺風險與知覺價值對於乘客搭乘台灣高鐵意願造成影響。而在消費者意識抬頭,企業行銷手法多元的今日。消費者會選擇消費的企業,注重的應不只是提供優良的服務,因此,另一方面本研究欲深入探討乘客對台灣高鐵的企業形象是否會透過知覺風險與知覺價值對於搭乘台灣高鐵意願會造成影響。
本研究以企業形象及競爭者吸引力作為自變數,知覺風險與知覺價值作為中介變數,購買意願作為依變數,使用敘述性統計、因素分析、皮爾森相關分析及線性結構關係模式等工具來分析。
研究結果證實(1)消費者對台灣高鐵的企業形象越高,則消費者的知覺風險越低(2)消費者對台灣高鐵的企業形象越,高則消費者的知覺價值越高(3)台灣高鐵的競爭者吸引力越高,則消費者對於台灣高鐵的知覺風險越高(4)消費者對台灣高鐵的知覺風險越高則消費者的購買意願越低(4)消費者對台灣高鐵的知覺價值越高則消費者的購買意願越高。本研究並於第五章提出後續研究可深入探討的方向。
英文摘要 After Taiwan high Speed Railway start operating, passengers have more choice in public transportation for traveling to and from north and south of Taiwan. It is also means to increase the competitive environment in public transportation industry. However, the demand of public transportation is growing slowly. This becomes a challenge of Taiwan High Speed Rail Corporation that how they promote their services to the public in orders to build up the company competitive advantage. The main purpose of the study is to examine the attractiveness of alternative that affect the customer purchase intention of Taiwan high speed railway. In today’s marketing environment, the increase of customer perception and the diversity of marketing strategy, customers will emphasize more on good services provided by the company. Therefore, the study also examines the affection of corporate image on purchase intention on Taiwan high speed railway.
The study applies corporate image and attractiveness of alternative as independent variables; perceived risk and perceived values mediator variables; and purchase intention as dependent variable. This study used LISREL method to analyze the structure of this study.
Based on the results of the study, it proved (1)There is a negative relationship between customer corporate image and perceived risk on Taiwan High Speed Rail Corporation (2)There is a position relationship between customer corporate image and perceived value on Taiwan High Speed Rail Corporation(3)There is a position relationship between attractiveness of alternative and perceived risk on Taiwan High Speed Rail Corporation(6) There is a negative relationship between perceived risk and purchase intention on Taiwan High Speed Rail Corporation(7)There is a positive relationship between perceived value and purchase intention on Taiwan High Speed Rail Corporation. This study also provides some suggestions in chapter 5 for future study.
論文目次 目錄
中文摘要…………………………………………………I
ABSTRACT…………………………………………………II
致謝………………………………………………………III
目錄………………………………………………………IV
表目錄……………………………………………………V
圖目錄……………………………………………………VI

第一章 緒論
第一節 研究動機與背景 ………………………………………….…1
第三節 研究目的 …………………………….………………………2
第四節 研究流程 ………………….…………………………………3
第二章 文獻探討
第一節 企業形象相關文獻探討…………………….………………...4
第二節 其他競爭者吸引力相關文獻探討 …….…………………….7
第三節 知覺風險相關文獻探討…………….….……………………9
第四節 知覺價值相關文獻探討…………………………………….14
第五節 購買意願相關文獻探討…………………………………….18
第三章 研究設計方法
第一節 研究架構…………………………………………………….21
第二節 研究假設 ………………………………………………….23
第三節 研究變數及操作性定義 ………………………………..27
第四節 研究設計…………………………………………...………..31
第五節 資料分析方法……………………………………...………..34
第四章 資料分析與實證研究
第一節 樣本資料之敘述性統計分析 …...…………………………36
第二節 整體信效度分析 …………...………………………………40
第三節 因素分析…………………………...………………………..42
第四節 皮爾森相關分析 …………...………………………………48
第五節 線性結構關係模式分析 …………………………………...49
第五章 結論與建議
第一節 研究結論…………………………………………………….59
第二節 實務上的建議…………………………………………….…61
第三節 研究限制與未來研究建議………………………………….63
參考文獻………………………………………………………………..65

附錄 正式問卷與台灣高鐵基本資料介紹.........……………...…72

表目錄
表2-1 各學者對於企業形象之定義……………………………………4
表2-2 Mothersbaugh & Beatty(2000)用來衡量競爭者吸引力的問卷
項目………………………………………………………………8
表3-1 企業形象的衡量問項……………………………………………27
表3-2 競爭者吸引力的衡量問項………………………………………28
表3-3 知覺風險的衡量問項……………………………………………29
表3-4 知覺價值的衡量問項……………………………………………30
表3-5 企業形象的衡量問項……………………………………………30
表3-6 問卷設計題數……………………………………………………32
表4-1樣本結構分佈……………………………………………………38
表4-2本研究各構面之Cronbach’s α值 …………………………40
表4-3研究構面之KMO值及Bartlett球形檢定之顯著性 …………42
表4-4 企業形象構面之因素分析結果…………………………………44
表4-5 競爭者吸引力構面之因素分析結果……………………………45
表4-6 知覺風險構面之因素分析結果…………………………………45
表4-7知覺價值構面之因素分析結果…………………………………46
表4-8 購買意願構面之因素分析結果…………………………………47
表4-9 各構面之皮爾森相關分…………………………………………48
表4-10 關係模式之各問項名稱對照表………………………………50
表4-11 整體模式適配度指標…………………………………………53
表4-12 整體樣本之整體模式之各變數路徑的估計表………………54
圖目錄
圖1-1 本研究流程………………………………………………………3
圖2-1 Thaler(1985)所提出的知覺價值模式…………………………14
圖2-2 Zeithaml(1988)消費者的價格、品質與價值認知模型………15
圖2-3 Monroe and Krishnan (1985)認知價值形成模式……………16
圖2-4.Kent and Monroe (1990)價格知覺概念性架構圖……………19
圖3-1 本研究架構………………………………………………………22
圖4-1 本研究之關係模式………………………………………………49
圖4-2本研究之線性結構關係模式路徑圖……………………………55
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