文創設計商品平台之顧客忠誠度研究

The study of the Customer Loyalty for the Cultural and Creative Product Design Platform

10.6846/TKU.2016.00971

廖若雅

服務品質 ； 知覺價值 ； 滿意度 ； 顧客忠誠度 ； Quality Service ； Perceived value ； Satisfaction ； Customer Loyalty

淡江大學企業管理學系碩士班學位論文

2016年

碩士

羅惠瓊

繁體中文

近年來，設計師多以獨資或合資的方式建立品牌，政府也大力推廣創意市集，但實體通路相對於虛擬通路而言，其成本較高，因此文創設計商品平台儼然成為設計師販售商品的重要通路，而平台該如何培養顧客忠誠度則是本研究欲探討的議題。在文創設計商品平台上所販售的商品除了具備基本功能之外，通常也具有文化、創意、情感、美感以及故事等特性，設計師們亦會透過平台向消費者傳遞商品背後的意義以及創作理念。另外，文創設計商品平台還結合社群平台以及部落格平台的特點，注重分享以及互動。因此，本研究參考過去文獻及文創設計商品平台的共通點，歸納平台的服務品質為故事性、專業性、互動性、網站設計、客製化以及可靠性。綜合上述，本研究結合顧客忠誠度擴展模式以及服務利潤鍵模式來探討服務品質、知覺價值與滿意度對顧客忠誠度之影響。 本研究以網路問卷方式針對曾經在文創設計商品平台購買過商品的消費者進行調查，共得有效問卷386份，接著，使用SPSS和AMOS統計軟體進行分析。結果顯示，服務品質會透過知覺價值或滿意度進而影響顧客忠誠度，其中知覺價值的影響程度又大於滿意度對顧客忠誠度的影響程度。因此，本研究建議文創設計商品平台可以提高平台之服務品質如故事性、專業性以及互動性，進而觸動消費者的新奇性價值與情感性價值，最後達到顧客忠誠度的提升，冀期讓在此平台販售商品的設計師能有更多穩定客群。

In recent years, most of the designers establish their brands through Sole Proprietorship or Joint Venture. Furthermore, the government promotes creative product market continuously. But the cost of the physical channel is higher than virtual channel’s ones. Therefore, the Cultural and Creative Product Design Platform became an important channel that designer sells products. The Cultural and Creative Product Design Platform how to develop customer loyalty is the study issue. Sold on the Cultural and Creative Product Design Platform, the products don’t only have the basic function, but also have to posses other important characteristics such as culture, creativity, emotion, aesthetics, or the story. Therefore, designers will deliver the value of products to consumers through their stories on the platform. In addition, the feature of Cultural and Creative Product Design Platform is not only a shopping platform but also a social network and Blog. It focus on customers’ sharing and interaction. Thus the study integrated with past literature and the characteristic of platform to generalize the dimensions of service qualities as stories, professionalism, interactivities, website design, customerization, and reliability. And the study combines the expanded model of customer loyalty and the service-profit chain to explore the impact of the services quality, the perceived value and the satisfaction on customer loyalty. The study developed a questionnaire to survey customers of the Cultural and Creative Product Design Platform, then 386 valid samples were collected. The study used SPSS and AMOS to analyze the data. As the result, the services quality would affect the customer loyalty through the perceived value or the satisfaction, in addition, the interactive effect of perceived value influence is greater than ones of the satisfaction. As mentioned above, the study suggests that the manager of the Cultural and Creative Product Design Platform can improve the service quality, such as stories, professionalism and interactivites, to evoke the epistemic value and the emotional value, and then finally customer loyalty is promoted

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