消費者個性、顧客滿意度與網路口碑關聯性之研究 : 以手機功能為調節變項

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Title:	消費者個性、顧客滿意度與網路口碑關聯性之研究 : 以手機功能為調節變項
Other Titles:	The study on the relationships among consumer personality, customer satisfaction, and online word-of-mouth : cellular phone function as a moderator
Authors:	蔡秉憲;Tsai, Ping-hsien
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;網路口碑;智慧型手機;調節效果;Consumer Personality;Customer Satisfaction;Online Word-of-Mouth;Smart phone;Moderator
Date:	2011
Issue Date:	2011-12-28 18:16:31 (UTC+8)
Abstract:	本研究主要在探討消費者個性、顧客滿意度與網路口碑之間的關聯性，以手機品牌「NOKIA」的使用者作為研究樣本，採用有效問卷為318份。本研究透過線性結構化方程式模型，將消費者個性對顧客滿意度與網路口碑的影響進行實證分析，並驗證手機功能類型的調節效果。研究結果發現消費者個性對網路口碑之影響中，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，不論受測者使用的為普通型或智慧型手機，在顧客滿意度對網路口碑的影響上有調節效果。 This study mainly investigates the relationships among consumer personality, customer satisfaction, and online word-of-mouth. The present study collects 318 users of the cellphone “NOKIA” to empirically investigate the relationships among consumer personality, customer satisfaction, and online word-of-mouth, and examines the moderating effect of cellular phone function. By manipulating structural equation modeling （SEM）, the research results indicate that customer satisfaction as a partial mediator between consumer personality and online word-of-mouth. The other findings specify the substantial moderating effect of cellular phone function in consumer personality, customer satisfaction, and online word-of-mouth.
Appears in Collections:	[Department of Management Sciences] Thesis

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