功能性與享樂性服務品質屬性對客運乘客行為之影響

The Impact of Hedonic and Utilitarian Attributes on Bus Passenger Behavior

10.29774/UT.200912.0001

任維廉(Wil-Liam Jen)；涂榮庭(Rung-Ting Tu)；呂明穎(Lancaster M. Lu)；呂堂榮(Tim Lu)

功能性 ； 享樂性 ； 滿意度 ； 購後行為 ； utilitarian ； hedonic ； satisfaction ； post-purchase behavior

都市交通

24卷2期（2009 / 12 / 01）

1 - 16

繁體中文

乘客對於客運服務品質的要求大幅提升，業者也開始重視如何提升乘客的滿意度。服務品質的屬性是影響消費者滿意度與行為的最主要因素之一。近期的研究顯示，消費者在面對產品或服務的選擇時，通常會有功能性或享樂性兩方面的考量，他們通常會依這兩方面進行判斷，產生不同的滿意度，進而影響其購後行為。本研究探討功能性與享樂性之服務品質屬性對乘客滿意度的影響，並進一步研究滿意度對購後行為的影響。研究結果顯示，享樂性對乘客搭乘滿意度的影響大於功能性，而滿意度對於忠誠度和正面口碑傳遞等正面的購後行為影響大於負面口碑傳遞、顧客忽略和顧客退出等負面的購後行為。

City bus passengers requested higher service quality than before. And carriers have respect for how to increase passengers' satisfaction. The attribute of service quality is a major factor which can affects consumers' satisfaction and behaviors. Recent researches revealed that customers will consider both utilitarian and hedonic attributes of the product or service while making choice or judgment. And that will generate different level of satisfaction and further effect on post-purchase behavior. This study will discuss how utilitarian and hedonic attributes affect passengers' satisfaction and behavior. The result reveals that the hedonic attribute has more effect on satisfaction than the utilitarian attribute. And satisfaction makes more effect on positive post-purchase behaviors than on negative behaviors.

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