知覺價值對喜好度、滿意度、忠誠度及購物行為影響之研究-以台灣消費者最喜歡的百貨公司為例
No Thumbnail Available
Date
2019
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
本研究探討台灣消費者對最喜歡的百貨公司之比較性知覺價值的構成因素，找尋最喜歡的百貨公司之可轉移典範。同時探討知覺價值各構面，對於重要的指標：顧客滿意度、顧客忠誠度、顧客喜好度、年均消費總金額及年營業額之間的路徑關係，研究結論如下：
1.享樂型(Hedonic)的知覺價值因素構面(流連歡聚及視覺饗宴)，於路徑分析中，對年均消費總金額的總效果最高，遠勝於效用型(Utilitarian)的知覺價值因素構面(物有所值)，可提供百貨公司之典範學習指標。
2.商圈優先的知覺價值因素構面，造就年營業額，卻需經過顧客滿意度及喜好度作為完全中介因素，才能正向影響年均消費總金額，推論明星商圈不見得造就所有商圈內的百貨公司；高雄地區相對於北部，缺乏百貨明星商圈優先的客群，但重視感官享樂的客群卻是高於其他區域。
3.促銷活動及商品的是否缺貨，凌駕卻帶動了其他關於品牌、產品、形象或服務的重要性，在效用型(Utilitarian)的知覺價值因素構面中扮演最重要角色。
4.在高度競爭的產業環境中，知覺價值透過最喜歡的品牌之顧客滿意度可以造就忠誠度，甚至不需藉由顧客滿意度，可直接正向影響顧客忠誠度。而顧客滿意度更可以直接正面影響喜好度，係ECSI(歐洲滿意度模式)及ACSI(美國滿意度模式)中，未能提到的路徑；而顧客喜好度則是知覺價值正面影響顧客總消費金額的完全中介因素。
5.本研究成功地以知覺價值各構面堆疊出可靠的業績(消費金額)造就模型，並佐以實務案例做為交互驗證之釋例，提供重要的管理意涵。
The Paradigm shift of Taiwan consumers’ favorite department stores is planned to be shaped via exploring the dimensions of customer perceived value in a comparison approach. A Path Analysis will confirm the paradigm in the relationship of perceived values’ dimensions to customer satisfaction, customer loyalty, customer preference, annual consuming amount and revenue. The research results are as following： 1. The hedonic dimension is the main paradigm concluded. The hedonic related dimension that includes 2 factors contributes higher total effects to annual consuming amounts than utilitarian related dimension does in path analysis. 2. Department-store-cluster-preferred dimension of perceived value owns the only one and direct total effect to favorite department stores’ annual sales revenue, while it can’t positively influence annual consuming amount without the mediators of both customer satisfaction and preference, so that it indicates not every department store in this value dimension can earn customers’ high consuming amounts. Unlike other norther cities, hero department-store cluster isn’t found in Kaohsiung area that owns the most hedonic-value preferred customers. 3. In utilitarian value dimension(worth the price), except promotion and discounts questionnaire items, the product shortage item is so highly concerned by respondents and whose loading is very higher than store image, store reputation, service quality, and counter brands’ rich product diversification. 4. Though keen competition in Taiwan’s department-store industry, perceived-value dimensions can either directly or indirectly benefit customer loyalty mediated by customer satisfaction that directly positively influence customer preference. The positive path of satisfaction to preference wasn’t explained by ECSI or ACSI but could be a supporting role, and customer preference is a complete mediator to positively benefit customers’ annual consuming amount. 5. The research successfully finds the reliable model to build the sales block from perceived value dimensions to consuming amounts path as an important managerial implication with some empirical evidence accompanied.
The Paradigm shift of Taiwan consumers’ favorite department stores is planned to be shaped via exploring the dimensions of customer perceived value in a comparison approach. A Path Analysis will confirm the paradigm in the relationship of perceived values’ dimensions to customer satisfaction, customer loyalty, customer preference, annual consuming amount and revenue. The research results are as following： 1. The hedonic dimension is the main paradigm concluded. The hedonic related dimension that includes 2 factors contributes higher total effects to annual consuming amounts than utilitarian related dimension does in path analysis. 2. Department-store-cluster-preferred dimension of perceived value owns the only one and direct total effect to favorite department stores’ annual sales revenue, while it can’t positively influence annual consuming amount without the mediators of both customer satisfaction and preference, so that it indicates not every department store in this value dimension can earn customers’ high consuming amounts. Unlike other norther cities, hero department-store cluster isn’t found in Kaohsiung area that owns the most hedonic-value preferred customers. 3. In utilitarian value dimension(worth the price), except promotion and discounts questionnaire items, the product shortage item is so highly concerned by respondents and whose loading is very higher than store image, store reputation, service quality, and counter brands’ rich product diversification. 4. Though keen competition in Taiwan’s department-store industry, perceived-value dimensions can either directly or indirectly benefit customer loyalty mediated by customer satisfaction that directly positively influence customer preference. The positive path of satisfaction to preference wasn’t explained by ECSI or ACSI but could be a supporting role, and customer preference is a complete mediator to positively benefit customers’ annual consuming amount. 5. The research successfully finds the reliable model to build the sales block from perceived value dimensions to consuming amounts path as an important managerial implication with some empirical evidence accompanied.
Description
Keywords
知覺價值, 百貨公司, 路徑分析, 因素分析, Perceived Value, Department Store, Path Analysis, Factor Analysis