燈飾消費者的顧客知覺價值與滿意度研究

The Relationship between Customer Value Perceptions and Satisfaction: Evidence of the Lighting Industry

10.30066/JCS.200809.0005

王世榕(Shih-Jung Wang)；于慧君(Hui-Chun Yu)；吳怡芳(Iee-Fung Wu)

知覺價值 ； 顧客滿意度 ； 結構方程模式 ； Value Perception ； Customers Satisfaction ； SEM

顧客滿意學刊

4卷2期（2008 / 09 / 01）

123 - 147

繁體中文

本研究目的在探討不同類型燈飾消費者的知覺價值與滿意度差異情形，以及此兩者間的關係。研究對象爲大台北地區248位燈飾消費者，並以知覺價值與顧客滿意度的2個構面，及6種不同人口變數，進行問卷調查。結果發現，21-30歲組在滿意度與品牌之得分，顯著高於51歲以上組別。此外，結構方程模式顯示，知覺價值對滿意度的路徑係數達0.63，滿意度對知覺價值的路徑係數則爲0.37。本研究建議，燈飾業者無須考量不同類型消費者的「認知需求」，但應注意51歲以上消費者在滿意度方面的感受，而且也可善加運用知覺價值與滿意度之間的相互影響力。

This paper aims to investigate the relationships between customer value perception and satisfaction. A questionnaire survey of 248 valid respondents is used for lighting products in Taipei metropolitan. From a series of hypotheses tested, findings show that the measure of customer satisfaction of group 21 to 30-year old is statistically greater than that of group over 51-year old. The SEM method is offered as a useful tool for assessing the loadings on the dimensions between value perceptions and satisfaction, which all show statistically positive significance. Finally, this study suggests that the group over 51-year old needs to be taken more care of, and the lighting industry can make good use of the impact between value perceptions and customer satisfaction.

1. 何雍慶、林美珠(2007)。電子商務顧客網路購物知覺價值因果關係之研究－以國內大專生爲例。顧客滿意學刊，3(1)，61-96。
   連結：
2. 張淑青、鍾育民(2005)。遊客多構面知覺價值、整體顧客價值與後續行爲意圖的關係－年齡的干擾效果。企業管理學報，67，106-136。
   連結：
3. 楊朝堂、唐資文、王美慧(2007)。上海地區行動電話使用者之服務品質認知與滿意度分析。顧客滿意學刊，3(1)，1-24。
   連結：
4. Blackwell, R. D.,Miniard, P. W.,Engel, J. F.(2005).Consumer Behavior.Boston, MA:South-Western College Pub.
5. Cadotte, E. R.,Woodruff, R. B.,Jenkins, R. L.(1987).Expectations and Norms in Models of Consumer Satisfaction.Journal of Marketing Research,24(3),305-314.
6. Cardozo, R. N.(1965).An Experimental Study of Customer Effort, Expectation and Satisfaction.Journal of Marketing Research,2(3),244-249.
7. Carlson, J. G.,Hatfield, E.(1991).Psychology of Emotion.Austin, TX:Holt, Rinehart and Winston.
8. Churchill, G. A.,Surprenant, C.(1982).An Investigation into the Determinants of Customer Satisfaction.Journal of Marketing Research,19(4),491-504.
9. Cronin, J. J.,Brady, M. K.,Hult, G. T.(2000).Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments.Journal of Retailing,76(2),193-218.
10. Flint, D. J.,Woodruff, R. B.,Gardial, S. F.(1997).Customer Value Change in Industrial Marketing Relationships: A Call for New Strategies and Research.Industrial Marketing Management,26(2),163-175.
11. Fornell, C.,Johnson, M. D.,Anderson, E. W.,Cha, J.,Bryant, B. E.(1996).The American Customer Satisfaction Index: Nature, Purpose and Findings.Journal of Marketing,60(4),7-18.
12. Gale, B.(1994).Managing Customer Value: Creating Quality and Service That Customers Can See.New York, NY:A Division of Simon and Schuster Inc.
13. Grewal, D.,Monroe, K. B.,Krishnan R.(1998).The Effects of Pricecomparison Advertising on Buyers Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions.Journal of Marketing,62(2),46-59.
14. Holbrool, M. B.(1996).Consumer Value: A Framework for Analysis and Research.Advances in Consumer Research,23(1),138-142.
15. Howard, J. A.,Sheth, J. N.(1969).The Theory of Buyer Behavior.New York, NY:John Wiley and Sons Inc.
16. Kotler, P.,Keller, K. L.(2006).Marketing Management.Upper Saddle River, NJ:Prentice Hall.
17. Levitt, T.(1973).Production-line Approach to Service.McKinsey Quarterly,9(4),2-18.
18. Mathwick, C.,Malhotra, N.,Rigdon, E.(2001).Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet-shopping Environment.Journal of Retailing,77(1),39-56.
19. Monroe, K. B.(2002).Pricing: Making Profitable Decisions.New York, NY:McGraw- Hill Book Company.
20. Oliver, R. L.(1993).Cognitive, Affective, and Attribute Base of the Satisfaction Response.Journal of Consumer Research,20(3),418-430.
21. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1988).A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality.Journal of Retailing,64(1),12-40.
22. Rao, A. R.,Monroe, K. B.(1989).The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review.Journal of Marketing Research,26(3),351-357.
23. Sternberg, R. J.(1999).Thinking Styles.Cambridge, England:Cambridge University Press.
24. Watson, D.,Tellegen, A.(1985).Toward a Consensual Structure of Mood.Psychological Bulletin,98(2),219-235.
25. Wells, W. D.,Prensky, D.(1996).Consumer Behavior.New York, NY:John Wiley and Sons Inc.
26. Wendy, H.(1998).The Multi-day, Competitive Leisure Event-examining Satisfaction Over Time.Journal of Leisure Research,30(4),472-497.
27. Woodruff, R. B.(1997).Customer Value the Next Source for Competitive Advantage.Journal of the Academic of Marketing Science,25(2),139-153.
28. Zeithaml, V. A.(1988).Consumer Perceptions of Price, Quality and Value: A Means-end Model and Synthesis of Evidence.Journal of Marketing,52(3),2-22.
29. 王保進(2004)。多變量分析－套裝程式與資料分析。台北:高等教育出版社。
30. 池文海、陳瑞龍、林雅玲(2005)。行動電話通訊服務市場區隔與顧客滿意度之研究。商管科技季刊，6(4)，573-600。
31. 李茂能(2006)。結構方程模式軟體Amos簡介及其在測驗編製上之應用。台北:心理出版社。
32. 林儒君(2004)。台南市咖啡連鎖店消費者行為與生活型態之研究。旅遊健康學刊，3(1)，49-68。
33. 姚柏舟(2006)。2006年香港春季電子產品展紀實：燈飾市場潛力大首次入展。電工資訊雜誌，186，64-65。
34. 徐瑛鍈(1998)。透視我國照明燈飾產業的發展生態。電力電子技術雙月刊，46，43-49。
35. 秦自強、廖文榆、曾宥霖、顏慶全(2001)。系列化設計對產品多樣化可行性之案例研究－以台灣戶外燈飾爲例。工業設計，29(2)，187-192。
36. 郭德賓、周泰華、黃俊英(2000)。服務業顧客滿意評量之重新檢驗與驗證。中山管理評論，8(1)，153-200。
37. 陳武正、蕭詩翰(2005)。新竹市量販店之顧客滿意度研究。管理與教育研究學報，85-114。

1. 張博勛(2017)。探討線上遊戲使用者消費行為分析—以英雄聯盟為例。義守大學資訊管理學系學位論文。2017。1-72。