南華大學機構典藏系統:Item 987654321/25568
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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: http://nhuir.nhu.edu.tw/handle/987654321/25568


    题名: 鋼筆消費者使用動機、購買行為、滿意度與再購意願研究
    其它题名: A Study of Motivation, Purchasing Behavior, Satisfaction and Re-purchase Intension of Fountain Pen
    作者: 詹珮蓉
    CHAN, PEI-JUNG
    貢獻者: 文化創意事業管理學系文創行銷碩士班
    洪林伯
    HUNG, LIN-PO
    关键词: 鋼筆;使用動機;購買行為;滿意度;再購意願
    Fountain Pen;Re-purchase Intension;Satisfaction;Purchasing Behavior;Motivation
    日期: 2017
    上传时间: 2017-12-01 17:02:47 (UTC+8)
    摘要: 　　近年來，越來越多人熱衷手寫文字，在書寫的過程中感受心靈療癒，及與他人交流的樂趣，因此能夠表現自我風格的鋼筆，往往是消費者的首選，故而影響鋼筆市場日漸蓬勃發展。本研究旨在探討鋼筆消費者的使用動機、購買行為、滿意度與再購意願之關係，以提供鋼筆相關從業人員進行經營規劃的參考依據。本研究以便利取樣的方式在鋼筆網路社群進行問卷調查，取得789份有效問卷，再經過分析調查後得知以下研究結果：1. 背景變項對於使用動機及滿意度有部分顯著影響2. 使用動機對於購買行為、滿意度皆有顯著之影響。3. 購買行為對於滿意度有顯著影響。4. 滿意度對於再購意願有顯著影響。　　因此，鋼筆店家的行銷策略應以提高消費者的使用動機為主，促使購買行為及滿意度升高，連帶影響再購意願上升，有助銷售與經營。
    　　In recent years, more and more people enjoy writing. In the process of writing, they feel spiritual healing and the pleasure for communicate with enthusiasts. Because of that, Fountain Pen that can represent the owner self-style is often the first choice for consumers. Therefore, the market of fountain pen is growing nowadays. This study aims to study the motivation, purchasing behavior, satisfaction and re-purchase intension of fountain pen, to reference to the member in the market of fountain pen. The online questionnaire was designed and posted on the network community of fountain pen. Totally 789 responses were collected. The research results of this study indicated that: 1. Background variable has a significant positive impact on motivation and satisfaction.2. Motivation significantly affected purchasing behavior and satisfaction.3. Purchasing behavior significantly affected satisfaction.4. Satisfaction significantly affected re-purchase intension.　　Because of all, in order to increase the sales volume and gain sound management, the shop of fountain pen should increase the motivation which positively affects the purchasing behavior, satisfaction, re-urchase Intension. That will assist in the management.
    显示于类别:[文化創意事業管理學系] 博碩士論文

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