消費者個性、顧客滿意度與再購意願關聯性之研究 : 以世代為調節變項

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Title:	消費者個性、顧客滿意度與再購意願關聯性之研究 : 以世代為調節變項
Other Titles:	The study on the relationships among consumer personality, customer satisfaction, and repurchase intention : generation as a moderator
Authors:	邱雅婷;Chia, Ya Ting
Contributors:	淡江大學管理科學研究所碩士班廖述賢;Liao, Shu-Hsien
Keywords:	消費者個性;顧客滿意度;再購意願;結構方程模式;世代;調節效果;Consumer Personality;Customer Satisfaction;Repurchase Intention;Structural Equation Modeling;Moderating Effect;Generation
Date:	2011
Issue Date:	2011-12-28 18:16:22 (UTC+8)
Abstract:	本研究主要在探討消費者個性、顧客滿意度與再購意願之間的關聯性，並以世代作為調節變項，將曾經網路團購之消費者作為研究樣本，共計回收有效問卷333份。本研究透過線性結構方程式模型，將消費者個性對顧客滿意度與再購意願的影響進行實證分析，並驗證世代的調節效果。研究結果發現，消費者個性對再購意願的研究中，顧客滿意度具部分中介效果。同時，經由調節效果分析可得知，X世代與Y世代對消費者個性、顧客滿意度與再購意願具有調節效果，但在不同世代下，顧客滿意度與再購意願之間不具有調節效果。 This study mainly investigates the relationships among consumer personality, customer satisfaction and repurchase intention. The present study collects 333 consumers of the online group buying to empirically investigate the relationships among consumer personality, consumer satisfaction and repurchase intention and examines the moderating effect of generation. By manipulating structural equation modeling (SEM), the research results indicate that customer satisfaction serves as a mediating effect between consumer personality and repurchase intention. The other findings specify the substantial moderating effect of generation in the relationships among consumer personality, customer satisfaction, and repurchase intention.
Appears in Collections:	[Department of Management Sciences] Thesis

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