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服務品質與知覺價值對寵物店消費者行為意向影響之研究

The Impact of Service Quality and Perceived Values on Customers Behavior Intention of Pet Shops

作者:張彤綺
畢業學校:世新大學
出版單位:世新大學
核准日期:2015-09-03
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--shu....

中文摘要

隨著台灣社會逐漸邁向少子化、小家庭化與高齡化的趨勢之下,飼養寵物的人口攀升,致使寵物扮演一個非常重要的心理角色、寵物消費的節節攀升以及寵物衍生的商機不斷浮現。因此在這競爭越來越激烈的環境之下,寵物業者在經營上的表現愈發顯得重要。
本研究旨在探討「寵物美容服務品質」對「知覺價值」與「行為意向」之影響。研究者先參考國內外相關的文獻,依其理論根據建立本研究之架構與研究假說,並建構量表作為蒐集資料的工具,而後透過問卷方式進行調查,接著將蒐集的樣本進行資料分析,來探討寵物美容服務品質對知覺價值與行為意向之影響,並探討不同背景變項的顧客間對上述是否有不同的差異。
研究結果顯示,寵物美容的服務品質會對顧客的知覺價值產生顯著的正向影響關係;顧客的知覺價值會對其行為意向產生顯著的正向影響關係;寵物美容的服務品質會對顧客的行為意向產生顯著的正向影響關係。而不同受訪者的背景屬性變項對於寵物美容的服務品質、知覺價值與行為意向經驗證分析後,在特定的項目中確實存在著差異性。

英文摘要

With the low birth rates, nuclear family, and aging population society in Taiwan, the population of pet owners have grown up, all caused the result of that pets will play a very important role nowadays, rising consumption of pet and pet derivatives business. On the highly competitive the operational performance of pet operators became more important than before.
This study aims to discuss pet grooming service quality , which affect the customer perceived value and customer behavioral intentions . The researcher first set up research model based on referring to relevant publications and literatures. Second, this study presented a questionnaire to collect survey data. Then, the questionnaires basing on the effective responses by analyzing literature and performing a questionnaire research. To discuss pet grooming service quality, which affect the customer perceived value and customer behavioral intentions. It also discusses whether customers with different background variables would show different responses to the above mentioned aspects.
The conclusion showed as following: Service quality is positively significant influence to customer perceived value. Customer perceived value is positively significant influence to behavioral intentions. Service quality is positively significant influence to behavioral intentions. The background properties of different population variables for service quality, perceived value and behavioral intentions about pet grooming shop is proven in a particular project does have differences.


委員 - 廖鴻圖

委員 - 郭明煌

委員 - 吳聲昌

指導教授 - 吳威震


 

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