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台灣傢俱產業之行銷策略認知、消費者滿意度及消費者忠誠度之研究 = A S...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

台灣傢俱產業之行銷策略認知、消費者滿意度及消費者忠誠度之研究 = A Study of Marketing Strategy Cognitive, Customer Satisfaction, and Customer Loyalty for Taiwanese Furniture Industry

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study of Marketing Strategy Cognitive, Customer Satisfaction, and Customer Loyalty for Taiwanese Furniture Industry
作者:	林錦宏,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2013[民102]
面頁冊數:	69面圖，表 : 30公分;
標題:	善因行銷
標題:	charity-related marketing
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/48991060948207844545
附註:	參考書目：面52-57
附註:	103年12月16日公開
摘要註:	傢俱對空間展示的陳設是影響消費者購買意圖的一大主因，一個造型特殊且具藝術性的傢俱，不僅是空間視覺焦點，亦是美化空間的精靈。國內對於傢俱產業之相關研究，研究內容大多屬行銷策略、品牌、4P、體驗行銷等主題之研究，目前尚無關於善因行銷、消費者涉入議題之研究，故本研究嘗試建構以善因行銷、消費者涉入為前因變項探討其對顧客購買意圖的影響，再輔以知覺價值為中介變數進行研究，採用人員發放問卷方式進行實證研究。本研究共收回180份有效問卷，由研究結果可以發現消費者涉入對知覺價值具有顯著影響，知覺價值對顧客購買意圖具有顯著影響；知覺價值對消費者涉入對顧客購買意圖具有中介效果。因此，傢俱產業業者若想提高顧客購買意圖，透過知覺價值為中介的影響，效果會較明顯。本研究分析結果提供以下建議：一、公益活動不一定會引起消費者的共鳴。二、強化展售點的視覺聯結設計，提高消費者的關注與認同。三、加值顧客的知覺價值將有助於提高消費者認同度進而影響顧客購買意願。本研究實證結果期能有助於傢俱產業顧客購買意圖之理論建構，供後續相關理論發展之參考。 The shape of furniture would attract more attention and purchase intentions of consumers. The space exhibition is also the main reason that influences a consumer. The style special furniture, not only is the focus of the space vision, but also can beautify space. Studies related to furniture industries in Taiwan mostly focused on such topics as marketing strategies, branding, 4P, experiential marketing, etc. No study on charity-related marketing and customer involvement issues has been seen so far. Therefore, this study adopts charity-related marketing and customer involvement as antecedent variables, and attempts to explore their influence on purchase intention, with perceived value as the intervening variable. The empirical study is conducted by means of questionnaire survey.A total of 180 valid responses were collected in this study. It is found in the research result that customer involvement has significant influence on perceived value, and perceived value has significant influence on purchase intention, while perceived value has an intervening effect on purchase intention through customer involvement. Therefore, in order to achieve a more significant result of boosting customers’ purchase intention, the furniture industries should work through the intervening effect of perceived value.Based on the analysis of the study’s result, the following recommendations are made: 1. Not all charity activities can arouse empathy among consumers; 2. visual link and design at the points of sale should be strengthened to spur consumers’ attention and recognition; 3. adding value to customers’ perceived value would help enhance customers’ recognition and hence influence their purchase intention. It is expected that the empirical results of this study may help construct the theory about customers’ purchase intention in the furniture industries, in order to provide a reference for theoretical development in future studies.

台灣傢俱產業之行銷策略認知、消費者滿意度及消費者忠誠度之研究 = A Study of Marketing Strategy Cognitive, Customer Satisfaction, and Customer Loyalty for Taiwanese Furniture Industry
林, 錦宏

台灣傢俱產業之行銷策略認知、消費者滿意度及消費者忠誠度之研究 = A Study of Marketing Strategy Cognitive, Customer Satisfaction, and Customer Loyalty for Taiwanese Furniture Industry / 林錦宏撰 - [高雄市] : 撰者, 2013[民102]. - 69面 ; 圖，表 ; 30公分.
參考書目：面52-57103年12月16日公開.
善因行銷charity-related marketing

台灣傢俱產業之行銷策略認知、消費者滿意度及消費者忠誠度之研究 = A Study of Marketing Strategy Cognitive, Customer Satisfaction, and Customer Loyalty for Taiwanese Furniture Industry
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330 $a 傢俱對空間展示的陳設是影響消費者購買意圖的一大主因，一個造型特殊且具藝術性的傢俱，不僅是空間視覺焦點，亦是美化空間的精靈。國內對於傢俱產業之相關研究，研究內容大多屬行銷策略、品牌、4P、體驗行銷等主題之研究，目前尚無關於善因行銷、消費者涉入議題之研究，故本研究嘗試建構以善因行銷、消費者涉入為前因變項探討其對顧客購買意圖的影響，再輔以知覺價值為中介變數進行研究，採用人員發放問卷方式進行實證研究。本研究共收回180份有效問卷，由研究結果可以發現消費者涉入對知覺價值具有顯著影響，知覺價值對顧客購買意圖具有顯著影響；知覺價值對消費者涉入對顧客購買意圖具有中介效果。因此，傢俱產業業者若想提高顧客購買意圖，透過知覺價值為中介的影響，效果會較明顯。本研究分析結果提供以下建議：一、公益活動不一定會引起消費者的共鳴。二、強化展售點的視覺聯結設計，提高消費者的關注與認同。三、加值顧客的知覺價值將有助於提高消費者認同度進而影響顧客購買意願。本研究實證結果期能有助於傢俱產業顧客購買意圖之理論建構，供後續相關理論發展之參考。 The shape of furniture would attract more attention and purchase intentions of consumers. The space exhibition is also the main reason that influences a consumer. The style special furniture, not only is the focus of the space vision, but also can beautify space. Studies related to furniture industries in Taiwan mostly focused on such topics as marketing strategies, branding, 4P, experiential marketing, etc. No study on charity-related marketing and customer involvement issues has been seen so far. Therefore, this study adopts charity-related marketing and customer involvement as antecedent variables, and attempts to explore their influence on purchase intention, with perceived value as the intervening variable. The empirical study is conducted by means of questionnaire survey.A total of 180 valid responses were collected in this study. It is found in the research result that customer involvement has significant influence on perceived value, and perceived value has significant influence on purchase intention, while perceived value has an intervening effect on purchase intention through customer involvement. Therefore, in order to achieve a more significant result of boosting customers’ purchase intention, the furniture industries should work through the intervening effect of perceived value.Based on the analysis of the study’s result, the following recommendations are made: 1. Not all charity activities can arouse empathy among consumers; 2. visual link and design at the points of sale should be strengthened to spur consumers’ attention and recognition; 3. adding value to customers’ perceived value would help enhance customers’ recognition and hence influence their purchase intention. It is expected that the empirical results of this study may help construct the theory about customers’ purchase intention in the furniture industries, in order to provide a reference for theoretical development in future studies.
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