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系統識別號 U0026-2808201714111300
論文名稱(中文) 從豪宅客戶的觀點探討知覺價值與知覺風險的認知對購買意圖的影響
論文名稱(英文) The Influence of Purchasing Decisions under Perceived Value and Perceived Risk from Viewpoints of Luxury Residence Customers
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 105
學期 2
出版年 106
研究生(中文) 郭俊良
研究生(英文) Jiunn-Liang Kuo
學號 r07024165
學位類別 碩士
語文別 中文
論文頁數 66頁
口試委員 指導教授-蔡惠婷
口試委員- 謝惠璟
口試委員-賴孟寬
中文關鍵字 豪宅  知覺價值  知覺風險  廣告涉入  服務品質 
英文關鍵字 Luxury Residence  Perceived Value  Perceived Risk  Advertisement Involvement  Service Quality 
學科別分類
中文摘要 近年來在北高雄區推出許多豪宅開發案, 豪宅的開發及銷售,所服務的是頂級的客戶, 思考及行為模式有其特殊性。 本研究主要聚焦在「從豪宅顧客的知覺價值和知覺風險探討購買意圖」,以豪宅個案之三位顧客為研究對象進行引導式深度訪談。針對顧客在買豪宅的過程中所描述體現的知覺呈現,探討關係決策者對建案的知覺價值和知覺風險評估的認知,進行歸納並分析在行銷過程中因廣告涉入與行銷互動的服務品質影響下的知覺價值及風險對顧客購買意圖的影響關係作為研究主軸。最後並對相關的構面提出因應之道, 作為開發商體現顧客價值的參考依據,將有助於加速銷售,控制風險減少損失,達到開發之最佳成效。
英文摘要 Amount of luxury residential project had been developed recently in north Kaohsiung area and causing the downfall of the market. Since it mostly serve “high-end customer” of the project, this study focused on exploring the thinking and behavior pattern on this buyer group. The studies focus on the Influence of perceived value and perceived risk on purchasing decision. We interviewed from our customers using pre-set guidelines to collect comments on the values and risks they perceived and to explore what and what-not of them to make purchasing decision. Data under the influence from the promotion of advertisement and service quality of the development company were also collected and analyzed to determine the best approach for future use to expedite sales interval and control the potential risk which may occurred.
論文目次 目錄
摘要 I
Abstract II
SUMMARY II
INTRODUCTION III
MATERIALS AND METHODS III
RESULTS AND DISCUSSION IV
CONCLUSION V
誌謝 VII
目錄 VIII
圖目錄 X
表目錄 XI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻探討 5
第一節 知覺價值(Perceived Value) 6
第二節 知覺風險(Perceived Risk) 9
第三節 廣告涉入 10
第四節 服務品質 13
第五節 購買意圖 15
第三章 研究方法 17
第一節 質性研究與深度訪談法 17
第二節 研究架構與研究假設 19
第三節 資料來源 21
第四章 資料分析與研究結果 25
第一節 個案公司簡介與受訪者背景資料 26
第二節 訪談內容彙整與分析 27
第三節 訪談內容結果總結分析 46
第五章 結論與建議 49
第一節 研究結論 49
第二節 研究限制 52
第三節 研究建議 53
第四節 研究貢獻 53
參考文獻 55
附件一 引導式訪談問卷大綱 62
附件二 訪談整理記錄 63

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