本研究的目的欲探討新娘秘書之知覺價值、知覺風險、口碑與消費意圖關係之研究。本研究以新娘秘書服務需求者為研究對象，並採用非隨機的便利抽樣法的方式進行問卷調查，共發出250份，回收243份，扣除無效問卷32份，有效問卷為211份，有效問卷回收率86.83%。 本研究所得結論如下：1.不同的性別在知覺價值與消費意圖有顯著差異。2.不同的婚姻狀況在口碑與消費意圖有顯著差異。3.不同的年齡在知覺風險與口碑有顯著差異。4.不同的全程預算在知覺價值有顯著差異。5.不同的平均月收入在知覺風險有顯著差異。6.知覺價值對口碑與消費意圖有顯著正向之影響。7.知覺風險對口碑與消費意圖有顯著正向之影響。8.口碑對消費意圖有顯著正向之影響。9.口碑在知覺價值與消費意圖具有完全中介效果。10.口碑在知覺風險與消費意圖具有部分中介效果。 The purpose of this study is to explore the relationships among word-of-mouth, Perceived Risk, Purchase Intention. In this study, data of consumer of bride secretary are collected by way of non-random sampling method to facilitate questionnaires, with a total of 250 questionnaires distributed. 243 questionnaires are received, in which 32 questionnaires are invalid such that 211 questionnaires are valid, and the effective response rate is 86.83%. The resulting conclusions of this study are listed as follows:1.Different gender results in significant differences on perceived value and purchase lntention respectively.2.Different marital status results in significant differences on word-of-mouth and purchase lntention respectively.3.Different age results in significant differences on perceived risk and word-of-mouth respectively.4.Different budget results in significant differences in perceived value respectively.5.Different income per month results in significant differences in perceived risk respectively.6.Perceived value has a significant positive impact on word-of-mouth and purchase intention respectively.7.Perceived risk has a significant positive impact on word-of-mouth and purchase intention respectively.8.Word-of-mouth has a significant positive impact on purchase intention.9.Word-of-Mouth has a significant mediation effect on the relationships between perceived value and Purchase Intention.10.Word-of-mouth preserves partial mediation effect between perceived risk and purchase intention.
