感官體驗、知覺價值及口碑對消費者購買意願之關係研究－以台中地區美容業為例

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Title:	感官體驗、知覺價值及口碑對消費者購買意願之關係研究－以台中地區美容業為例
Other Titles:	A Study on the Relationships among Sensory Experience, Perceived Value, Word-of-Mouth and Consumer Purchase Intention--Taichung area Beauty Industry as an Example
Authors:	連家蓁 LIEN, JIA-ZHEN
Contributors:	企業管理學系管理科學碩博士班袁淑芳 YUAN, SHU-FANG
Keywords:	感官體驗;知覺價值;口碑;購買意願;美容業 Sensory Experience;Perceived Value;Word-of-Mouth;Purchase Intention;Beauty Industry
Date:	2017
Issue Date:	2017-12-06 15:52:51 (UTC+8)
Abstract:	本研究的目的欲探討美容消費者在感官體驗、知覺價值、口碑與購買意願關係之研究。本研究以美容店之消費者為研究對象，採便利抽樣法之方式來進行問卷調查，共發出350份，回收335份，扣除無效問卷26份，有效問卷為309份，有效問卷回收率92.24%。　　本研究所得結論如下：1. 感官體驗對知覺價值、口碑與購買意願有顯著正向之影響。2. 知覺價值對口碑與購買意願有顯著正向之影響。3. 口碑對購買意願有顯著正向之影響。4. 知覺價值在感官體驗與口碑具有部分中介效果。5. 知覺價值在感官體驗與購買意願具有部分中介效果。6. 口碑在感官體驗與購買意願具有部分中介效果。7. 口碑在知覺價值與購買意願具有部分中介效果。　　The purpose of this study is to explore the relationships among sensory experience, perceived value, word-of-mouth and purchase intention. in this study, data of beauty industry consumers are collected by way of non-random sampling method to facilitate questionnaires. With a total of 350 questionnaires distributed. 335 questionnaires are received, in which 26 questionnaires are invalid such that 309 questionnaires are valid, and the effective response rate is 92.24%.　　The resulting conclusions of this study are listed as follows: 1. Sensory experience has a significant positive impact on perceived value, word-of-mouth and purchase intention respectively.2. Perceived value has a significant positive impact on word-of-mouth and purchase intention respectively.3. Word-of-mouth has a significant positive impact on purchase intention.4. Perceived value preserves partial mediation effect between sensory experience and word-of-mouth.5. Perceived value preserves partial mediation effect between sensory experience and purchase intention.6. Word-of-mouth preserves partial mediation effect between sensory experience and purchase intention.7. Word-of-mouth preserves partial mediation effect between perceived value 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)

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