服務品質、品牌形象與知覺價值對消費者購買意願之影響–以台灣大哥大為例

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题名:	服務品質、品牌形象與知覺價值對消費者購買意願之影響–以台灣大哥大為例 Effects of Service Quality, Brand Image and Perceived Value on Purchase Intention - The Case of Taiwan Mobile
作者:	汪秋杏 WANG, CHIU-HSING
贡献者:	經營管理學系碩士在職專班
关键词:	服務品質;品牌形象;知覺價值;購買意願 Service quality;Brand image;Perceived value;Purchase intention
日期:	2019
上传时间:	2019-11-05 09:05:37 (UTC+0)
出版者:	亞洲大學
摘要:	本研究是以台灣大哥大為例，現今人手一機出門可以不帶錢包，不能不帶手機，手機創造更快速的溝通，經過499之亂後，所有的電信業者營收都衰退，為了吸引廣大的用戶及競爭的電信市場，電信業不斷的創新來滿足客戶需求，現代人網路需求高幾乎很多事只要有網路就可以辦得到，通訊業未來5G營運希望能帶動整個產業成長。研究解析服務品質、品牌形象與知覺價值影響消費者購買意願。彙整變數之相關文獻並做分析探討，針對台中市的台灣大哥大使用者，以網路問卷與紙本問卷方式，共回收問卷234份，其中扣除無效問卷24份，回收 211 份有效問卷，佔回收率的90.17%，以SPSS統計軟體，進行樣本分析，並透過敘述性統計、信度分析、迴歸分析，問卷調查搭配工具分析出的結論。 1. 服務品質對知覺價值有正向顯著影響。 2. 品牌形象對知覺價值有正向顯著影響。 3. 服務品質對購買意願有正向顯著影響。 4. 品牌形象對購買意願有正向顯著影響。 5. 知覺價值對購買意願有正向顯著影響。 This study is conducted based on the case of Taiwan Mobile. Nowadays, people can go out without a wallet, but cannot do so without bringing their phones. At the same time, mobile phones have enabled faster communication. After the mess created by the NT$499 plan, all telecommunication operators in Taiwan have experienced a decline in revenue. In order to attract the vast number of users in a highly competitive telecommunications market, telecommunication operators continue to innovative in order to meet customer needs. Modern people have high demands for Internet as most things can be completed via the Internet. Therefore, it is hoped that the future 5G operations can drive the growth of the entire telecommunications industry. This study aims to analyze the effects of service quality, brand image and perceived value on purchase intention. In this study, literature related to the variables was compiled, analyzed and investigated. Focusing on Taiwan Mobile users in Taichung City, data have been collected from these users through online questionnaire and paper questionnaire. A total of 234 questionnaires were successfully collected, where 211 questionnaires were valid after deducting 24 invalid questionnaires, accounting for 90.17% of the total number of questionnaires collected. The collected samples were analyzed using statistical software SPSS, in which descriptive statistics, reliability analysis and regression analysis were conducted. The conclusions reached using both questionnaire survey and data analysis tools are listed as follows: 1. Service quality has a significant positive effect on perceived value. 2. Brand image has a significant positive effect on perceived value. 3. Service quality has a significant positive effect on purchase intention. 4. Brand image has a significant positive effect on purchase intention. 5. Perceived value has a significant positive effect on purchase intention.
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