Please use this identifier to cite or link to this item:
標題: 探討顧客知覺價值、滿意度、忠誠度、品牌偏好對台灣品牌豬肉再購意願之影響
A Study of the Effects of Repurchase Intention for Taiwan Branding Pork - An Application of Value Perception, Customer Satisfaction, Customer Loyalty, and Brand Preference
作者: 賴儀聿
Lai, Yi-Yu
出版社: 行銷學系所
引用: 中文部分 書籍 邱皓政(2004),結構方程模式:LISREL的理論、技術與應用,台北:雙葉書廊。 周文賢 (2002),多變量統計分析:SAS/STAT使用方法,台北:智勝文化。 黃俊英(2000),多變量分析 第七版,台北:中國經企研究所。 中文期刊: 王旭昌(2002),安心、安全、美味-台灣國產優良黑毛豬與產銷履歷,畜產報導月刊,第19期 王旭昌(2007),豬肉利基市場曙光乍現,畜產報導月刊,第88期 朱慶誠(2002),台灣黑毛豬產銷策略聯盟之推動情形,農政與農情,第116期,頁28-32 任通高、張磊、孫潔、樓超楠、孫世民(2009),城市居民超市豬肉購買行為及其影響因素分析,中國食物與營養,第2期,頁38-41 網站: 行政院農委會(2008),農業生產概況,行政院農委會網站 林哲瑋(2004),畜牧業訪談摘要-專訪大成長城公司,台經院產經資料庫 陳武雄(2008),行政院農業委員會主管98年度施政計畫暨收支預算案報告,行政院農委會網站 程中江(2003),養豬產業未來發展方向,京冠營養科技股份有限公司網站。 黃欽榮(2008),台灣養豬產業的競爭策略,台灣群英養豬網 顏宏達(2009),兩岸現代畜牧業發展經驗交流,台灣畜牧網 英文部分 書籍 Ajzen, I. and Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behavior, NJ: Prentice Hall. Bentler, P.M. (1988), Theory and implementation of EQS: A structural equation program, Newbury Park, CA: Sage. Boone, L.E., and Kurtz, D.L. (2002), Contemporary marketing (10th ed.) Hinsdale, IL: The Dryden Press. Carr, C. (1990), Front-Line Customer Service: 15 Keys to Customer Satisfaction, Wiley, New York, NY. Hair, J.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (1998), Multivariate Data Analysis, 5th ed., NJ: Prentice Hall. Hawkins, D. I., Mothersbaugh, D. L. and Best, R.J. (2007), Consumer Behavior – Building Marketing Strategy, 19th ed, New York: MacGraw-Hill. Jacoby, J. and Chestnut, R. W. (1978), “Brand Loyalty.” New York: John Wiley & Sons. Kline, R. B. (1998), Pinciples and practice of structural equation modeling. NewYork:The Guilford Presws. Lattin, J.M., Carroll, J.D. and Green, P.E. (2003), Analyzing Multivariate Data, CA: Thomson Learning. Monroe, K. B. (1979), Pricing: Making Profitable Decisions. New York: McGraw-Hill Book Company. Murphy, K.R. and Davidshofer, C.O. (1988), Psychological Testing: Principles and Applications, NJ: Prentice-Hall. Nunnally, J. C. (1978), Psychometric Theory, 2nd ed., New York: MacGraw-Hill. Olson, J. C. and Dover, P. (1976), "Effects of Expectations, Product Performance, and Disconfirmation on Belief Elements of Cognitive Structures." in Advances in Consumer Research, Association for Consumer Research, Olson, J. C. (1977), Price as an Information Cue: Effects on Product Evaluations, Consumer and Industrial Buying Behavior, New York: Elsevier North-Holland, Inc. Qlson, J. C. and Reynolds, T. J. (1983), "Understanding Consumers'' Cognitive Structures: Implications for Advertising Strategy", Advertising and Consumer Psychology. L. Percy and A. Woodside, eds. Lexington, MA: Lexington Books. Rust, R. T. and Oliver, R. L. (1994), “Service quality: Insights and Managerial Implications from the Frontier”, Service quality: New Directions in Theory and Practice, New York: Sage Publications, Inc. Sheth, J. N., Newman, B. I. and Gross, B. L. (1991), “Consumption Values and Market Choice”, South Western Publishing, Cincinnati, OH. 期刊: Aaker, D. (1996), “Measuring brand equity across products and markets”, California Management Review, Vol. 38 No. 3, pp. 102–119. Anderson, J.C. and Gerbing, D.W. (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach”, Psychological Bulletin, Vol. 103 No. 3, pp 411-423. Andreassen, T.W. and Lindestad, B. (1998), “Customer loyalty and complex services”, International Journal of Service Industry Management, Vol. 9 No. 1, pp. 7-23 Anderson, W. E. and Sullivan, M. (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms”, Marketing Science, Vol. 12, pp.125-143. Anselmsson, J. and Persson, N. (2008), “The battle of brands in the Swedish market for consumer packaged food: A cross-category examination of brand preference and liking”, Brand Management, Vol. 16 No. 1-2, pp. 63-79. Athanassopoulos, A. D. (2000), “Customer Satisfaction Cues to Support Marketing Segmentation and Explain Switching Behavior”, Journal of Business Research, Vol. 47, pp. 191-207. Bagozzi, R.P. and Yi, Y. (1988), “On the evaluation of structural equation models”, Journal of The Academy of Marketing Science, Vol.16, pp.74-94. Bagozzi, R.P., Gopinath, M. and Nyer, P.U. (1999), “The role of emotions in marketing”, Journal of the Academy of Marketing Science, Vol. 27 No. 2, pp. 184-206. Bailey, R., and Ball, S. (2006), “An exploration of the meanings of hotel brand equity”, The Service Industries Journal, Vol. 26 No. 1, pp. 15-38. Baron, R.M. and Kenny, D.A., (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations”, Journal of Personality and Social Psychology, Vol. 51 No.6, pp. 1173-1182. Bearden, W.O. and Teel, J.E. (1983), “Selected determinants of consumer satisfaction and complaint reports”, Journal of Marketing Research, Vol. 20, February, pp. 21-8. Becker, T. (2000), ”Consumer perception of fresh meat quality: a framework for analysis”, British Food Journal, Vol. 102 No. 3, pp.158-176. Bentler, P.M. and Bonett, D.G. (1980), “Significance tests and goodness of fit in the analysis of covariance structures”, Psychological Bulletin, Vol. 188, pp. 588-606. Bentler, P.M. and Mooijaart, A. (1989), “Choice of structural model via parsimony: A rationale base on precision”, Psychological Bulletin, Vol. 106, pp. 315-317. Bettman, J.R., Luce, M.F. and Payne, J.W. (1998), “Constructive consumer choice processes”, Journal of Consumer Research, Vol. 25 No. 3, pp. 187-217. Bolton, R.N. (1998), “A dynamic model of the duration of the customer’s relationship with a continuous service provider: the role of satisfaction”, Marketing Science, Vol. 17 No. 1, pp. 45-65. Bolton, R.N. and Drew, J.H. (1991), “A multistage model of customers’ assessments of service quality and value”, Journal of Consumer Research, Vol. 17 No. 4, pp. 375-84. Bolton, R.N. (1998), “A dynamic model of the duration of the customer’s relationship with acontinuous service provider: the role of satisfaction”, Marketing Science, Vol. 17 No. 1, pp. 45-65. Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V.A. (1993), “A dynamic process model of service quality: from expectations to behavioral intentions”, Journal of Marketing Research, Vol. 30 No. 1, pp. 7-27. Cadotte, E.R., Woodruff, R.B. and Jenkins, R.L. (1987), “Expectations and norms in models of consumer satisfaction”, Journal of Marketing Research, Vol. 24 No. 3, pp. 305-14. Calder, B. J. and Bumkrant, R. E. (1977), "Interpersonal Influence on Consumer Behavior: An Attribution Theory Approach", Joumai of Consumer Research, No. 4 (June), pp. 29-38. Chang, H.H., Liu, Y.M. (2009), ” The impact of brand equity on brand preference and purchase intentions in the service industries”, The Service Industries Journal, iFirst Article, pp.1-20 de Chernatony, L., Drury, S. and Segal-Horn, S. (2003), “Building a services brand: Stages, people and orientations”, The Service Industries Journal, Vol. 23 No.3, pp.1–21. de Chernatony, L., Cottam, S., and Segal-Horn, S. (2006), “Communicating services brands’ values internally and externally”, The Service Industries Journal, Vol. 26 No. 8, pp. 819–836. Cronin, J. J., Brady, M. K. and Hult, G.T.M. (2000), “Assessing the Effects of Quality, Value, and Consumer Behavioral Intentions in Service Environments”, Journal of Retailing, Vol. 76 No.2, pp. 193-218. Dawar, N. and Parker, P. (1994), “Marketing universals: consumers’ use of brand name, price, physical appearances, and retailer reputation as signals of product quality”, Journal of Marketing, Vol. 58 No. 2, pp. 81-95. Day, R. (1977), "Toward a Process Model of Consumer Satisfaction," in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, H. Keith Hunt, ed. Cambridge, MA: Marketing Science Institute (May), pp. 153-86. Devlin, J.F., Gwynne, A.L. and Ennew, C. (2002), “Antecedents of service expectations”, The Services Industries Journal, Vol. 22 No. 4, pp. 117–131. Erdem, T. and Swait, J. (1998), “Brand equity as a signaling phenomenon”, Journal of Consumer Psychology, Vol. 7 No. 2, pp. 131-57. Erickson, G. M. and Johansson, J. K. (1985), "The Role of Price in Multi-Attribute Product Evaluations", Journal of Consumer Research, No. 12(Seplember), pp. 195-9. Ernst, E. (1995), “SchlachtkoÈrperbewertung vom Rind, Schwein, Schaf und GefluÈ Gel”, Betriebswirtschaftliche Mitteilungen der Landwirtschaftskammer Schleswig-Holstein, No. 487, October. Feick, L. F. and Price, L. L. (1987), "The Market Maven: A Diffuser of Marketplace Information", Journal of Marketing, No. 51(January), pp. 83-97. Fornell, C. and Lacker, D. F. (1981). “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18 No.1, pp. 39-50 Fornell, C. (1992), “A national customer satisfaction barometer: the Swedish experience”, Journal of Marketing, Vol. 56 No. 1, pp. 6-21. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J. and Bryant, B. E. (1996), “The American Customer Satisfaction Index: Nature, Purpose, and Findings”, Journal of Marketing, Vol. 60(October), pp.7-18. Folkes, V. S. (1988), “Recent Attribution Research in Consumer Behavior: A Review and New Directions”, Journal of Consumer Research, Vol. 14(March), pp. 548-565. Gabor, A. and Granger, C. (1964) "Price Sensitivity of the Consumer", Journal of Advertising Research, Vol.4 (December), pp.40-44. Garbarino, E. and Johnson, M. S. (1999). “The Different Roles of Satisfaction,Trust, and Commitment in Customer Relationships,” Journal of Marketing, Vol.63(April), pp.70-87 Gardial, S. F., Clemons, D. S., Woodruff, R. B., Schuman, D. W., and Bums, M. J. (1994), “Comparing Consumers'' Recall of Prepurchase and Postpurchase Product Evaluation Experiences”, Journal of Consumer Research, Vol. 20, pp. 548-560. Garvin, D. A. (1983), "Quality on the Line," Harvard Business Review. No. 61 (September-October), pp. 65-73. Gilbert, A., Churchill, JR. and Carol S. (1982), “An Investigation Into the Determinants of Customer Satisfaction”, Journal of Marketing Research, Vol. 19 (November), pp. 491-504 Gotlieb, J. B., Grewal, D. and Brown, S. W. (1994), ” Consumer Satisfaction and Perceived Quality: Complementary or Divergent Constructs?” Journal of Applied Psychology, Vol. 79 No. 6, pp. 875-885. Gourville, J. and Soman, D. (2002), “Pricing and the Psychology of Consumption”, Harvard Business Reward, September, pp.91-96. Hallowell, R. (1996), “The Relationship of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study”, The International Journal of Service Industry Management, Vol. 7 No.4, pp. 27-42 Hartline, M. D., Jones, K. C. (1996), “Employee performance cues in a hotel service environment: influence on perceived service quality, value, word of mouth intentions”, Journal of Business Research, Vol. 35 Iss. 3(March), pp. 207-215. Hellier, P. K., Geursen, G. M., Carr, R. A. and Rickard, J. A. (2003), “Customer repurchase intention: A general structural equation model”, European Journal of Marketing, Vol. 37, Iss. 11/12, pp. 1762 Helman, D., de Chernatony, L., Drury, S. and Segal-Horn, S. (1999), “Exploring the development of lifestyle retail brands”, The Service Industries Journal, Vol. 19 No. 2, pp. 49–68. He, Y., Chan, L.K. and Tse, S.K. (2008), “From consumer satisfaction to repurchase intention: The role of price tolerance in a competitive service market”, Total Quality Management, September, pp. 949-961. Hoch, S. J. (1985), "Counterfactual Reasoning and Accuracy in Predicting Personal Events," Journal of Experimental Psychology: Learning, Memory and Cognition, Vol. 11 No. 4, pp. 719-31. Hocutt, M.A. (1998), “Relationship dissolution model: antecedents of relationship commitment and the likelihood of dissolving a relationship”, International Journal of Service Industry Management, Vol. 9 No. 2, pp. 189-200. Holbrook, M. B. and Corfman, K. P. (1985), "Quality and Value in the Consumption Experience: Phaedrus Rides Again", in Perceived Quality, J Jacoby and J. Olson, eds. Lexington, MA: Lexington Books, pp.31-57. Hume, M. (2008), “Understanding core and peripheral service quality in customer repurchase of the performing arts”, Managing Service Quality, Vol. 18 No. 4, pp. 349-369 Jamal, A. and Al-Marri, M. (2007), “Exploring the effect of self-image congruence and brand preference on satisfaction: the role of expertise”, Journal of Marketing Management, Vol. 23 No.7-8, pp.613-629. Jacoby, J. and Kaplan, L.B. (1972), “The components of perceived risk”, in Venkatesan, M. (Ed.), Proceedings, Third Annual Conference, Association for Consumer Research, Association for Consumer Research, College Park, MD, pp. 382-93. Jones, T.O. and Sasser Jr., W.E. (1995) “Why Satisfied Customers Defect,” Harvard Business Review, Vol. 73(November/December), pp.88-99 Joo, J. (2007), “an empirical study on the relationship between customer value and repurchase intention in korean internet shopping malls”, Journal of Computer Information Systems, Fall, pp. 53-62. Juhl, H. J., Kristensen K., and Ostergaard, P. (2002), “Customer satisfaction in European food retailing“, Journal of Retailing and Consumer Services, No. 9, pp. 327–334 Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57 No. 1, pp. 1–22. Kennedy, O.B., Stewart-Knox, B.J., Mitchell, P.C. and Thurnham, D.I. (2004), “Consumer perceptions of poultry meat: a qualitative analysis”, Nutrition & Food Science, Vol. 34 No. 3, pp. 122–129. Kirmani, A. and Zeithaml, V. (1993), Advertising, perceived quality, and brand image. In D.A. Aaker & A.L. Biel (Eds.), Brand equity and advertising pp. 143–161 Hillsdale, NJ: Lawrence Erlbaum. Koriat, A., Lichtenstein S., and Fischoff, B.(1980), "Reasons for Confidence," Journal of Experimental Psychology: Human Learning and Memory, Vol. 6 No. 2, pp. 107-18. Kyriakopoulos, K. and Dijk, G. (1998), ” Post-Purchase Intentions for Organic Foodstuff”, Journal of International Food & Agribusiness Marketing, Vol. 9 No.3, pp.1-19 Lee, J., Lee, J. and Feick, L. (2001), “ The Impact of Switching Costs on the Customer-Loyalty Link﹕Mobile Phone Service in France,” Journal of Services Marketing, Vol. 15 No. 1, pp.35-48. Lee, T.M., and Jun, J.K. (2007), “Contextual perceived value? Investigating the role of contextual marketing for customer relationship management in a mobile commerce context”, Business Process Management Journal, Vol. 13 No. 6, pp. 798-814 Lichlenstein, D. R., Bloch, P. H. and Black, W. C. (1988), "Correlates of Price Acceptability", Journal of Consumer Research, No. 15(September), pp. 243-52. Lichlenstein, D.R., Netemeyer, R. G. and Burton, S. (1990),"Distinguishing Coupon Proneness From Value Consciousness: An Acquisilion-Transaction Utility Theory Perspective", Journal of Marketing, No. 54 (July), pp. 54-67. Lichtenstein, D.R., Ridgway, N.M. and Netemeyer, R.G. (1993), “Price perceptions and consumer shopping behavior: a field study”, Journal of Marketing Research, Vol. 30 No. 2, pp. 234-45. Lutz, R. (1986), "Quality is as Quality Does: An Attitudinal Perspective on Consumer Quality Judgments", Presentation to the Marketing Science Institute Trustees'' Meeting, Cambridge. MA. Mano, H. and Oliver, R.L. (1993), “Assessing the dimensionality and structure of the consumption experience – evaluation, feeling, and satisfaction”, Journal of Consumer Research, Vol. 20 No. 3, pp. 451-66. Manrai, A.K. (1995), “Mathematical models of brand choice behavior”, European Journal of Operational Research, Vol. 82, pp. 1-17. Miller. John A. (1977), "Exploring Satisfaction. Modifying Models. Eliciting Expectations, Posing Problems, and Making Meaningful Measurements", in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, H. Keith Hunt, ed. Cambridge. MA: Marketing Science Institute(May), pp.72-91. Monroe, K. B. (1973), "Buyers'' Subjective Perceptions of Price", Journal of Marketing Research, Vol.10, pp. 70-80. Monroe, K. B. and Petroshius, S. M. (1981), "Buyers'' Perceptions of Price: An Update of the Evidence," in Perspectives in Consumer Behavior, H. Kassarjian and T. S. Robertson, eds. Glenview, IL: Scott, Foresman and Company, pp. 43-55. Monroe, K. B. and Chapman, J. D. (1987), "Framing Effects on Buyers'' Subjective Product Evaluations", in Advances in Consumer Research, Vol. 14, Melanie Wallendorf and Paul Anderson, eds. Provo, UT: Association for Consumer Research, pp. 193-197. Murphy, P. E. (1978), ''The Effect of Social Class on Brand and Price Consciousness for Supermarket Products", Journal of Retailing, Vol.54 (Summer), pp. 33-42. Myers. James H. and Allan D. Shocker (1981). "The Nature of Product-Related Attributes", Research in Marketing, Vol. 5, pp. 211-36. Oliva, T.A., Oliver, R.L. and Macmillan, I.C. (1992), “A catastrophe model for developing service satisfaction strategies”, Journal of Marketing, Vol. 56 No. 3, pp. 83-95. Oliver. R. L. (1977), "A Theoretical Reinterpretation of Expectation and Disconfirmation Effects on Posterior Product Evaluation: Experiences in the Field." in Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Ralph Day,ed. Bloomington: Indiana University (April), pp. 2-9. Oliver, R.L. (1980), “A cognitive model of the antecedents and consequences of satisfaction decisions”, Journal of Marketing Research, Vol. 17, pp. 460-469. Oliver, R.L. (1981), “Measurement and evaluation of satisfaction processes in retail settings”, Journal of Retailing, Vol. 57 No. 3, pp. 25-48. Oliver, R.L. (1993), “Cognitive, affective and attribute bases of the satisfaction response”, Journal of Consumer Research, Vol. 20 No. 3, pp. 418-30. Oliver, R. L. (1999), “Whence Consumer Loyalty?”, Journal of Marketing, Special Issue, Vol. 63 No. 4, p33-44 Oliver, R.L. and Bearden, W.O. (1985), “Disconfirmation processes and consumer evaluations in product usage”, Journal of Business Research, Vol. 13, pp. 235-46. Oliver, R.L. and DeSarbo, W.S. (1988), “Response determinants in satisfaction judgements”, Journal of Consumer Research, Vol. 14, March, pp. 495-507. Oliver, R.L. and Swan, J.E. (1989), “Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach”, Journal of Marketing, Vol. 53 No. 2, pp. 21-35. Olshavsky, Richard and Miller, J. A. (1972), "Consumer Expectations, Product Performance, and Perceived Product Quality," Journal of Marketing Research, 9 (February), pp. 19-21. Olshavsky, R. W. (1985), "Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective", in Perceived Quality, J. Jacoby and J. Olson, eds. Lexington. MA: Lexington Books. pp. 3-29. Perry, M. and Hamm, B.C. (1969), “Canonical analysis of relations between socio-economic risk and personal influence in purchase decisions”, Journal of Marketing Research, Vol. 6 No. 3, pp. 351-4. Pechmann, C. and Estaban, G. (1994), "Persuasion Processes Associated with Direct Comparative and Noncomparative Advertising and Implications for Advertising Effectiveness," Journal of Consumer Psychology, Vol. 2 No.4, pp.403-32. Price, L.L., Arnould, E.J. and Tierney, P. (1995), “Going to extremes: managing service encounters and assessing provider performance”, Journal of Marketing, Vol. 59 No. 2, pp. 83-97. Pritchard, M.P. (1991), “Development of the psychological commitment instrument (PCI) for measuring travel service loyalty”, unpublished doctoral thesis, University of Oregon. Pritchard, M.P., Havitz, M.E. and Howard, D.R. (1999), “Analyzing the commitment-loyalty link in service contexts”, Journal of the Academy of Marketing Science, Vol. 27 No. 3, pp. 333-48. Roest, H. and Pieters, R. (1997), “The nomological net of perceived service quality”, International Journal of Service Industry Management, Vol. 8 No. 4, pp. 336-51. Roselius, T. (1971), “Consumer rankings of risk reduction methods”, Journal of Marketing, Vol. 35 No. 1, pp. 56-61. Rust, R. T. and Zahorik, A. (1993), “Customer satisfaction, customer retention, and market share”, Journal of Retailing, Vol. 69 No. 2, pp. 193-215. Shapiro, B. (1968), "The Psychology of Pricing", Harvard Business Review, Vol. 46, pp. 14-18, 20, 22, 24-5, 160. Singh, J. (1991), “Understanding the structure of consumers’ satisfaction evaluations of service delivery”, Journal of The Academy of Marketing Science, Vol. 19 No. 3, pp. 223-44. Storbacka, K., Strandvik, T. and Gro¨nroos, C. (1994), “Managing customer relationships for profit: the dynamics of relationship quality”, International Journal of Service Industry Management, Vol. 5 No. 5, pp. 21-38. Tellis, G. J. and Gaeth, G. J. (1990), "Best Value, Price-Seeking, and Price Aversion: The Impact of Information and Learning on Consumer Choices," Journal of Marketing, No. 54(April), pp. 34-45. Verhoef, P.C. (2005), “Explaining purchases of organic meat by Dutch consumers”, European Review of Agricultural Economics, Vol. 32 No. 2, pp. 245-267. Wang, Y., Lo, H.P., Chi, R., and Yang, Y. (2004), “An integrated framework for customer value and customer-relationship-management performance: A customer based perspective from China”, Managing Service Quality, Vol. 14, No.2/3, 169-182. Westbrook, R.A. (1987), “Product/consumption-based affective responses and postpurchase processes”, Journal of Marketing Research, Vol. 24 No. 3, pp.258-70. Westbrook, R. A. and Oliver, R. L. (1991), “The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction”, Journal of Consumer Research, Vol. 18(June), pp. 84-91. Woodruff, R. B. (1997), “Customer value: the next source for competitive advantage”, Journal of the Academy of Marketing Science, Vol. 25 No. 2, pp. 139-153 Yi, Y. and La, S. (2004), “What influences the relationship between customer satisfaction and repurchase intention? Investigating the effects of adjusted expectations and customer loyalty”, Psychology & Marketing, Vol. 21 No. 5, pp. 351-73 Young, S. and Feigin, B. (1975), "Using the Benefit Chain for Improved Strategy Formulation", Journal of Marketing. No. 39 (July), pp. 72-4. Zahorik, A.J. and Rust, R.T. (1992), “Modeling the impact of service quality on profitability: a review”, in Swartz, T.A., Brown, D.E. and Brown, S.W. (Eds), Advances in Services Marketing and Management, Vol. 1, JAI Press, Greenwich, CT, pp. 247-76 Zeithaml, V.A. (1983), “Issues in conceptualizing and measuring consumer response to price”, in Advances in Consumer Research, Vol. 10, pp. 612-616. Zeithaml, V.A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, Vol. 52, pp. 2-22. Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1996), “The behavioral consequences of service quality”, Journal of Marketing, Vol. 60, pp. 31-46.
摘要: 本研究之目的在探討消費者對品牌豬肉的知覺品質與知覺價格對知覺價值之影響,並以品牌偏好與顧客滿意為中介變數,分析知覺價值對再購意願之影響,更進一步分析知覺價值、顧客滿意、顧客忠誠、品牌偏好、再購意願五個變數間之相互關係。研究對象為曾購買過品牌豬肉之消費者,並利用結構方程式模型來驗證本研究之研究架構,以檢定本研究之研究假設。 本研究之結果,所有假設均成立,「知覺品質」對「知覺價值」具有正向的影響,表示品牌豬肉的新鮮度、安全認證等品質表現,對於消費者而言是有價值的;「知覺價格」對「知覺價值」具有正向的影響,表示消費者認為品牌豬肉的價格可以反映其價值;「知覺價值」對「顧客滿意度」與「品牌偏好」皆具有正向的影響,表示消費者購買品牌豬肉感受到的價值,會正向影響其滿意度與品牌偏好;「顧客滿意度」對「顧客忠誠」與「再購意願」皆具有正向的影響,表示對品牌豬肉感到滿意的消費者,會願意再次購買同一品牌,且有可能推薦他人購買;「顧客忠誠」對「品牌偏好」、「品牌偏好」對「再購意願」皆具有正向的影響,表示消費者對品牌豬肉產生忠誠度後,會正向的影響其品牌偏好,而品牌偏好會正向影響其再購意願。最後,本研究提出建議做為學術與實務之參考。
This research focused mainly on the exploration of consumers' repurchase intention about Taiwan branding pork with respect to the effect between the value perception, customer satisfaction, customer loyalty, brand preference and repurchase intention. The study subjects must be someone who have purchased one of the 28 Taiwan branding pork before. The questionnaires were sent through the Internet, and 318 of them were valid for further analysis. Study methods include descriptive statistics, analysis of reliability and validity and SEM analysis. Following are the results of this research: Based on the consumers' views about Taiwan branding pork, the perceived quality and perceived price had significantly positive effect on the value perception, and the value perception had significantly positive effect on the customer satisfaction and brand preference. The customer satisfaction had significantly positive effect on the customer loyalty and repurchase intention. The customer loyalty had significantly positive effect on the brand preference, and the brand preference had significantly positive effect on the repurchase intention. All hypotheses of this research were supported. Finally, this research had made some suggestions as references for academic and practical situation.
其他識別: U0005-2607201020031400
Appears in Collections:行銷學系所



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.