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系統識別號 U0026-1706201617434100
論文名稱(中文) 服務保證與消費者知覺風險之關係探討-以健身方案為例
論文名稱(英文) Exploring the relationship Between Consumer Perceived Risk and Service Guarantee: An example of Exercise Project
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 104
學期 2
出版年 105
研究生(中文) 莊哲昌
研究生(英文) Che-Chang Chuang
學號 R46031078
學位類別 碩士
語文別 中文
論文頁數 59頁
口試委員 指導教授-葉桂珍
口試委員-陳明惠
口試委員-王瑜琳
口試委員-黃瀞瑩
中文關鍵字 資訊不對稱  服務保證  知覺風險  口碑  購買意願 
英文關鍵字 information asymmetry  service guarantee  word of mouth  perceived risk  purchase intention 
學科別分類
中文摘要 很多時候廠商手上握有的資訊會比消費者多,使得消費者在購買產品後,發現產品不如預期的情況下,消費者往往只能理虧,求助無門。因此在1970年代提出資訊不對稱的概念後,信息理論的重要性就逐漸提升,目的是要解決廠商手上握有資訊比消費者多的逆向選擇問題。
其中,又以成本風險類的信息與消費者息息相關,例如保證型態的信號,目的是透過售後退款的方式,補足消費者對於購買產品的不確定性。然而近年來,健身產業的消費糾紛層出不窮,例如全台灣最大的健身俱樂部World Gym 在2014年產生610件的退費糾紛。此類的負面新聞會提升消費者對於損失的外在財務風險以及內在情感的社會風險。
接著有學者提出進階的服務保證概念,是希望透過不同類型的服務保證,將服務的抽象概念,以具體化的形式,在公司無法承諾消費者當初的約定時,給予獲補償消費者的方式。其中何種服務保證類型最為有效降低消費者的知覺風險,便是本議題欲探討之處。而隨著手持裝置的興起,口碑等外在因素的干擾便也逐漸成為廠商和消費者所關注的重要因素。
因此,本研究以健身方案為例,以實驗設計法,探討三種服務保證類型和正負面口碑,組合而成的六種情境組合,延伸探討廠商提供的何種服務保證類型最能有效降低消費者的知覺風險(財務風險、社會風險)進而提升購買意願。
研究結果顯示,以健身方案為產品中,廠商若提供無條件服務保證最為有效的降低消費者的知覺風險(財務風險、社會風險)。此外,在口碑效果會強化無條件服務保證降低消費者知覺風險(財務風險)的效果,並且能顯著提升消費者參與健身方案的意願。因此廠商未來目的為增加利潤的情況下,善用口碑策略,就能有效吸引消費者加入。
關鍵字:資訊不對稱、服務保證、知覺風險、口碑、購買意願
英文摘要 The main objective of this study is to investigate whether service guarantee affects consumer perceived risk related to purchasing an exercise project in information asymmetric surroundings. In addition to the main objective of this study, we plan to further investigate which service guarantee type consumers will prefer when purchasing an exercise project. Six scenarios were created in this experimental design to test the effect on three types of service guarantees and two different types of word of mouth. In this study, SPSS 22 was used to run a factor analysis, a regression analysis and an analysis of variance for the purpose of statistical analysis. According to the data analyses, there are some conclusions and implications to consider:

1. Service guarantees significantly decrease the effect on consumer perceived risk, indicating that it can significantly increase exercise project purchasing intention.
2. An unconditional service guarantee has the best influence on decreasing consumer perceived risk as compared to other types of service guarantees. This finding indicates that if consumers engage in an exercise project, they prefer the project which contained completely compensate mechanism.
3. Word-of-mouth was found to significantly moderate the effect between the unconditional service guarantee and perceived risk. This finding indicates that as long as a company uses social media well, it will generate better influence on its unconditional service guarantee.

These conclusions implicate that in the exercise industry, consumers focus on unconditional service guarantees for exercise projects to decrease perceived risk and suggest that firms can use word-of-mouth to generate higher decreases in consumer perceived risk.

Key words: information asymmetry, service guarantee, word of mouth, perceived risk, purchase intention
論文目次 目錄

中文摘要 I
Exploring the Relationship Between Perceived Risk and Service Guarantee : An Example of Exercise Project II
致謝 VI
目錄 VIIII
表目錄 IXX
圖目錄 X
第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 4
第一節 訊息理論 4
第二節 服務保證 7
第三節 服務保證 9
第四節 口碑 14
第五節 購買意願 16
第參章 研究方法 17
第一節 研究架構與假設 17
第二節 研究設計 19
第三節 各變數之操作性定義與衡量 27
第四節 研究方法 29
第肆章 資料分析 31
第一節 樣本統計資料 31
第二節 因素與信度分析檢定 34
第三節 相關分析 36
第四節 階層迴歸分析 37
第五節 平均數檢定 42
第伍章 結論與建議 45
第一節 結論 45
第二節 研究貢獻 47
第三節 管理意涵 47
第四節 研究限制與後續研究建議 48
參考文獻 51
附錄一 正式問卷 55
附錄二 情境文字陳述 59
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2014/12/22-DIGITIMES企劃
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