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系統識別號 U0026-1404201316101700
論文名稱(中文) 顧客對便利商店的信任程度在服務價值、滿意度與再購意願關係間之干擾效應探討:以7-eleven為例
論文名稱(英文) How Trust on Convenience Store Moderates the Relationship between Service Value, Satisfaction and Behavioral Intention– A Case Study on 7-eleven
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 101
學期 2
出版年 102
研究生(中文) 張書寧
研究生(英文) Shu-Ning Chang
學號 RA7994126
學位類別 碩士
語文別 英文
論文頁數 74頁
口試委員 指導教授-陳永信
口試委員-林豪傑
口試委員-鄭至甫
中文關鍵字 自有品牌  品牌信任  服務代價  服務品質  服務價值  客戶滿意度  再購意願  便利商店 
英文關鍵字 Private label  Brand trust  Sacrifice  Service Quality  Service value  Customer satisfaction  Behavioral intention  Convenience Store 
學科別分類
中文摘要 最近幾年,台灣的便利商店可以說是迅速的展店,尤其以北部都市地區最為明顯,幾乎是每個路口都可以看到便利商店二十四小時永不熄燈的招牌。便利商店已然在不知不覺中成為我們生活中不可或缺的一環,除了購買生活中所需的食品、日用品等,我們更可以在便利商店中完成各項帳單的繳款、包裹收送、購票取票、影印傳真等等。縱然提供了多樣化的服務品項並致力於提昇服務品質,且都市人口稠密,但密度過高的便利商店仍然面臨了來自各家品牌對手的激烈競爭。因此便利商店藉著通路上的佔有優勢紛紛推出了各自的自有品牌來降低進貨成本,且強化品牌價值。故如何提昇服務品質,增加客戶滿意度,取得客戶對於品牌的信賴以期增加市場購買率,值得研究。本文主要的研究對象為 7-eleven, 採用 Cronin et al. (2000) 的研究模式,並加入自有品牌信任程度為干擾因素來探討服務代價、服務品質、服務價值、滿意度與再購意願之間的關聯性研究。
共回收211份有效問卷, 本研究進行了敘述性計量分析、信度分析、因素分析、效度分析、結構方程模型分析的比較。研究結果顯示滿意度為建立客戶再購意願的主要因素, 而對自有品牌的信任程度對於其兩者間的關係產生了干擾作用。但是在服務價值與再購意願之間, 對於自有品牌的信任程度並沒有產生干擾作用。實務管理探討以及研究建議亦同時於本研究中呈現。
英文摘要 In the past few years, the opening of convenience stores in Taiwan proliferates rapidly, as such the competition of convenience store become quite tough. The operations of convenience stores become more and more versatile, and gradually play a key role in our daily life. To maximize the profits, convenience store not only provides a wide selection of national brands but also launches owns private label. Many studies have been done to understand the purchasing decision process while customers experience different level service value, service quality or satisfaction. The Comprehensive Model has made a great effort on explaining some of this process, and more recent studies also found that private label branding is especially important is retail industry to affect customer perceptions and drive store choice and loyalty. This study investigates “trust on private label” as a moderator in the relationship between service value, satisfaction and behavioral intention, aiming to provide a better understanding on the association between branding and retail store image, by paying special attention to role of private label brand and its possible influence of consumers’ purchase intention.
Through online survey, a total of 211 validated questionnaires were collected. A quantitative methodology is employed, descriptive analysis, confirmatory factor analysis, path analysis and moderating effects analyses were conducted in this study. The results showed that satisfaction is the antecedent of consumers’ behavioral intention, also trust on private label fully moderates the relationship among them. However, trust on private label does not act as a moderator for service value and behavioral intention. Managerial implications and future research suggestions of this study are also presented.
論文目次 ABSTRACT I
摘要 III
ACKNOWLEDGEMENTS IV
TABLE OF CONTENTS V
LIST OF TABLES VIII
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives and Expected Contributions. 3
1.3 Research Procedures. 4
1.4 Research Structure. 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 Definition of Research Constructs. 7
2.1.1 Sacrifice. 7
2.1.2 Service Quality. 7
2.1.3 Service Value. 10
2.1.4 Satisfaction. 11
2.1.5 Behavioral Intention. 12
2.1.6 Trust on Private Label. 13
2.2 Hypotheses Development. 14
2.2.1 The Relationship between Sacrifice and Service Value. 14
2.2.2 The Relationship between Service Quality and Service Value. 15
2.2.3 The Relationship between Service Quality and Satisfaction. 16
2.2.4 The Relationship between Service Value and Satisfaction. 16
2.2.5 The Relationship between Satisfaction and Behavioral Intention. 17
2.2.6 The Relationship between Service Value and Behavioral Intention. 18
2.2.7 Trust on Private Label has Moderating Effect on the Relationship between Service Value, Satisfaction and Behavioral Intention. 19
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 22
3.1 The Research Model. 22
3.2 Construct Measurement. 24
3.2.1 Sacrifice (SAC). 24
3.2.2 Service Quality (SQ). 25
3.2.3 Service Value (SV). 26
3.2.4 Satisfaction (SAT). 27
3.2.5 Behavioral Intention (BI). 28
3.2.6 Trust on Private Label (TU). 28
3.3 Research Hypotheses. 29
3.4 Questionnaire Design. 29
3.5 Sampling Plan. 30
3.6 Data Analysis Procedure. 30
3.6.1 Descriptive Statistical Analysis. 30
3.6.2 Confirmatory Factor Analysis. 31
3.6.3 Structural Equation Modeling. 31
CHAPTER FOUR RESEARCH RESULTS 32
4.1 Characteristics of Respondents. 32
4.2 Descriptive Statistical Analysis. 33
4.3 Score Reliability. 35
4.4 Item-to-total Correlation. 37
4.5 Confirmatory Factor Analysis (CFA). 38
4.5.1 Convergent Validity. 38
4.5.2 Discriminant Validity. 48
4.6 Path Model Analysis. 50
4.7 Moderator Analysis. 51
4.7.1 Moderating Effect between Service Value and Behavioral Intention. 52
4.7.2 Moderating Effect between Satisfaction and Behavioral Intention. 53
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 55
5.1 Research Conclusions. 55
5.2 Research Contributions and Discussions. 57
5.3 Managerial Implications. 57
5.4 Research Limitations and Future Research Suggestions. 58
REFERENCES 60
APPENDICES 65
Appendix 1: Questionnaire 65
Appendix 2: Inter-item Correlation Matrix 73
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