產品瑕疵事件對顧客反應之研究

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Title:	產品瑕疵事件對顧客反應之研究
Other Titles:	The study of customer response to product defects
Authors:	彭暉恩;Peng, Huei-en
Contributors:	淡江大學國際貿易學系國際企業學碩士班曾義明;Tseng, Yi-ming
Keywords:	產品瑕疵事件;產品形象;消費者未來購買意圖;Product defects;Product Image;Customers’purchase intention
Date:	2007
Issue Date:	2010-01-11 01:20:49 (UTC+8)
Abstract:	本文在研究架構上，探討在產品發生瑕疵事件時，對產品形象、產品聯想容易程度、品牌態度的影響，以及哪些因素亦會干擾消費者未來購買意圖。本文受訪者為政治大學與淡江大學學生，並且利用情境操作法，選擇三個自變數，每項變數又有兩種程度上的差異，所以發展出2 × 2 × 2，共8個實驗情況。研究結果顯示，產品瑕疵事件嚴重性顯著影響顧客對產品形象的好壞，但產品瑕疵事件皆無顯著影響產品聯想容易程度及品牌態度，且企業回應顯著干擾產品瑕疵事件嚴重性對產品形象的影響。另一方面，專賣店型的通路顯著干擾產品瑕疵事件對產品聯想容易程度的影響。最後，企業回應愈完善、產品形象愈優良、產品聯想容易程度愈佳、品牌態度愈良好，都對消費者未來購買意圖產生顯著影響。本文建議企業應降低產品瑕疵事件的機率，並且維持一定的產品水準，因為這是影響消費者對產品形象的主要因素。在產品瑕疵事件發生後，企業為了提高消費者的未來購買意圖，首要為增進企業回應的完善程度。 This research explores the impact of product defects on product image, product association, and brand attitude, whether two factors, channel types and corporate response interfere in the impact or not. The respondents are National Chengchi university and Tamkang university students. This study uses scenario techniques with three variables, which have two levels respectively, so the experimental design is developed into 8 scenarios (2 × 2 × 2). The conclusion indicates that severity of product defects affects customers’ product image, not the product association and brand attitude, and corporate response interferes in this impact. On the other hand, the intersection of product defects and specialty channelaffects the product association. Final, more mature corporate response , more goodness product image, better product association, and more excellent brand attitude have a great influence on customers’ purchase intention. This study suggests corporations should decrease the probability of product defects, and maintain the service quality in each product, because the two factors mentioned above are crucial to customers’ product image. Besides, in order for companies to increase customers’ purchase intention after product defects, the corporate response is the first thing to be improved.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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