臺灣博碩士論文加值系統

本研究發現過去探討影響推薦意願之因素的前因變數不多，本研究主要針對顧客參與、顧客導向與知覺價值等變數探討其對於推薦意願的影響，以知覺價值作為中介變數，在選擇實證樣本時，以結婚時曾經聘請過新娘秘書服務過(男性或女性)為研究對象。
本研究共收回有效問卷共177份，利用迴歸分析，研究結果分述如下：(1)知覺價值正向影響推薦意願；(2)顧客參與對推薦意願具有正向影響 ；(3)顧客參與對知覺價值具有正向影響；(4) 顧客導向對推薦意願具有正向影響；(5) 顧客導向對知覺價值具有正向的影響 ；(6) 顧客導向對顧客參與具有正向的影響; (7) 顧客導向透過知覺價值影響推薦意願； (8) 顧客參與透過知覺價值影響推薦意願，知覺價值在顧客參與、顧客導向與推薦意願之間具中介效果。根據研究結果，本研究提出相關建議。
關鍵字：顧客參與、顧客導向、知覺價值、推薦意願

Few studies have explored the factors affecting the willingness to recommend. This study focuses on the influence of customer participation, customer orientation and perceived value on the willingness to recommend, using perceived value as a mediator variable. This work used the consumers (male or female) who had hired the bride secretary to serve as the research object.
A total of 177 valid questionnaires were retrieved in this study. Using regression analysis, the results are as follows: (1) Perceptual value positively affects the willingness to recommend; (2) Customer participation has a positive impact on the willingness to recommend; (3) Customer participation Perceived value has a positive impact; (4) customer orientation has a positive impact on the willingness to recommend; (5) customer participation has a positive impact on the willingness to recommend; (6) customer orientation has a positive impact on customer participation; (7) Customer orientation influences the willingness to recommend through perceived value; (8) Customer participation influences the willingness to recommend through perceived value. Results confirms that perceived value has a partial intermediary effect between customer engagement, customer orientation and recommendation willingness. Based on the research results, this study proposes relevant recommendations.
Keywords: customer engagement、customer orientation、perceived value、recommendation willingness

目錄
中文摘要 -------------------------------------------------- i
英文摘要 -------------------------------------------------- ii
誌謝 -------------------------------------------------- iii
目錄 -------------------------------------------------- iv
表目錄 -------------------------------------------------- vi
圖目錄 -------------------------------------------------- vii
第一章 緒論---------------------------------------------- 1
第一節 研究背景---------------------------------------- 1

第二節 研究動機---------------------------------------- 3
第三節 研究目的---------------------------------------- 6
第四節 研究流程---------------------------------------- 7
第二章 文獻探討------------------------------------------ 8
第一節 推薦意願---------------------------------------- 8
第二節 知覺價值---------------------------------------- 10
第三節 顧客參與---------------------------------------- 13
第四節 顧客導向---------------------------------------- 17
第三章 研究方法------------------------------------------ 21

第一節 研究架構---------------------------------------- 20
第二節 研究變項操作型定義與衡量方式-------------------- 22
第三節 問卷設計---------------------------------------- 26
第四節 研究方法---------------------------------------- 26
第四章 研究分析與結果------------------------------------ 28
第一節 敘述性統計分析---------------------------------- 28
第二節 信度分析---------------------------------------- 30
第三節 各變數間之相關係數分析-------------------------- 33
第四節 各變數與人口統計變項的差異性分析---------------- 34
第五節 中介效果之驗證---------------------------------- 36
第六節 假設結果檢定------------------------------------ 38
第五章 結論與建議---------------------------------------- 39
第一節 研究結論---------------------------------------- 39
第二節 研究理論貢獻與實務管理意涵---------------------- 42
第三節 研究限制與建議---------------------------------- 45
參考文獻 -------------------------------------------------- 47
一、中文部分 -------------------------------------------------- 47
二、英文部分 -------------------------------------------------- 50
附錄 -------------------------------------------------- 59

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