電信公司顧客知覺價值與購買行為意向之實證研究－SEM模型之應用

An Empirical Study on Customer Perceived Value and Intention of Purchase Behavior for Telecom'sService-SEM Models Application

10.6736/JPSR.201103_8(1).0002

梅國忠(Kuo-Chung Mei)；余惠芳(Hui-Fun Yu)；吳承學(Cheng-Syue Wu)

加值服務 ； 知覺價值 ； 顧客滿意度 ； 行為意向 ； Value-Added Service ； Perceived Value ； Customer Satisfaction ； Behavior Intention

績效與策略研究

8卷1期（2011 / 03 / 01）

25 - 42

繁體中文

本文主要透由顧客價值意涵出發，瞭解電信公司消費者購買前的認知評估，以新產品服務品質與企業形象為前因變項，以知覺價值（Perceived Value)、顧客忠誠度、顧客滿意度（Customer Satisfaction）為中介變項，整合為消費行為意向（Behavior Intention）之架構。進一步，以加值服務（Value-Added Service）對顧客知覺價值的影響進行研究，最後找出影響消費者對選擇電信公司產品偏好存在差異性之顯著變數。實證分析上，針對使用中華電信、台灣大哥大、遠傳電信、威寶電信、亞太電信之顧客，抽樣方式進行問卷調查，使用SEM模型進行分析。實證結果顯示，電信公司的服務品質、企業形象、產品價格、加值服務會影響消費者的知覺價值；知覺價值影響顧客忠誠度與顧客滿意度，進一步影響消費者購買電信產品的行為意向。實證價值與管理意涵為，服務品質、企業形象、產品價格、加值服務對知覺價值為正向顯著影響；加值服務是吸引顧客群願意持續使用的關鍵因素(KSF)；產品涉入可能需要透過某些中介變數去預測知覺價值。

There are 3 purposes of this study: At first, telecom consumers' cognitive evaluation about the time point before their purchase which started from value connotation to establish the antecedent variables such as service quality construct of new product service and enterprise image, etc. as well as using the constructs such as perceived value, customer loyalty and customer satisfaction as the intervening variables to explore the integration structure of subsequent behavior intention; at second, using the concept of added-value service against perceived value to conduct study on its contributions for telecom business practice; at last, exploring the differentiation of consumer preferences to select telecom companies in Taipei area. In its empirical analysis, using SEM models and convenience sampling method, we conducted questionnaire survey aiming at the customers of Chung Hwa Telecom, Taiwan Mobile, FET net, Vibo Telecom, and Asia Pacific Telecom for conduct questionnaire survey. The result of this study shows that consumers' perceived value would be influenced by service quality, enterprise image, product price and value-added service of the telecom company. However, product involvement will not affect the perceived value, while such perceived value would affect customer loyalty and satisfaction, and go further to affect consumers' behavior intention for purchasing telecom products. The paper is useful to researchers and telecom companies who are focused on value-added service, perceived value, customer Satisfaction and Behavior Intention implementation.

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