知覺價值、知覺風險、口碑與消費意圖關係之研究－以新娘秘書為例

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/24431

Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/24431

Title:	知覺價值、知覺風險、口碑與消費意圖關係之研究－以新娘秘書為例
Other Titles:	A Study on the Relationships among Perceived Value, Perceived Risk, Word-of-Mouth and Purchase Intention--An Example of Bride Secretary
Authors:	馬惠君 Ma, Hui-Chun
Contributors:	企業管理學系管理科學碩博士班黃國忠 Kuo-Chung Huang
Keywords:	知覺價值;知覺風險;口碑;消費意圖;新娘秘書 Perceived Value;Perceived Risk;Word-of-Mouth;Purchase Intention;Bride Secretary
Date:	2016
Issue Date:	2016-10-25 16:09:02 (UTC+8)
Abstract:	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.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

Files in This Item:

File	Description	Size	Format
104NHU00457032-002.pdf		1592Kb	Adobe PDF	273	View/Open
index.html		0Kb	HTML	215	View/Open

Loading...