顧客滿意度、品牌忠誠度對再購意願探討-以運動鞋產品為例-商管學院.docVIP

顧客滿意度、品牌忠誠度對再購意願影響之研究 江政達 黃志良 聖約翰科技大學企業管理系 摘要 台灣運動鞋產業向來呈現成長趨勢，尤其在資訊媒體對於運動新聞報導與宣傳下，年輕族群漸漸重視運動鞋品牌與功能，甚至於重視運動鞋與服飾整理搭配以呈現自我風格。適者生存不適者淘汰，是自古以來不變的道理，運動鞋產業的競爭也是如此。運動鞋廠商如何刺激顧客購買意願增進顧客滿意度，進而創造再購行為是為其利潤增長重要關鍵。 過去關於「顧客滿意度」「品牌忠誠度」與「再購意願」的研究繁多，絕大部分的研究結果對於此三個構念呈現高度的相關性。综整而言滿意度與忠誠度對再購意願呈現正面的影響；而忠誠度為滿意度與再購意願的中介變數，本研究據以做為本論文的觀念架構與命題；本研究認為顧客滿意度對於品牌忠誠度與再購意願有正面的影響，此外品牌忠誠度也會影響再購意願的高低。本研究以運動鞋市場作為研究標的，針對聖約翰科技大學的學生進行抽樣調查，研究結果大部分支持本研究之假設。顧客滿意度越高可提升品牌忠誠度，接著品牌忠誠度進一步會影響再購意願；此外，顧客滿意度亦會對再購意願直接有正面影響。 關鍵字:顧客滿意度、品牌忠誠度、再購意願 The Study of Relationship among Customer Satisfaction, Brand Loyalty and Re-purchase. Cheng Ta Chiang Chih Liang Huang Dept.of Business Adminstration, St.John’s University ABSTRACT The Taiwanese sport shoes industry has long been showing a growing trend, especially in informatics media towards sports news reports and publicity, whereby the younger generation has gradually shown more interest in the brands and functions of these shoes, even to the fashion arena where they mix the sport shoes with clothes to create a more personalized self style. It has been an unchanging principle since ancient times that it is the survival of the fittest no matter what, and competition in the sports shoes industry is as according to that principle. In order to enhance consumer satisfaction, improvements to the footwear is what manufacturers have to deal with to therefore create a higher purchasing rate, and that remains as an important key to ensuring its profit growth. With regards to studies in the past on consumer satisfaction, brand loyalty and the willingness to re-purchase, the majority of those results have formed three highly relevant concepts. Satisfaction, loyalty and willingness to re-purchase has shown positive impacts, with intermediary variables - the effect of loyalty and satisfaction. The current study in this view of this written paper shows the conceptual framework and proposition which continues to show that brand loyalty and willingness to re-purchase will bring on further p