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Author: 孫瑞貞
Jui-Chen Sun
Thesis Title: 售前服務品質、知覺產品品質、知覺價格對購買意願的影響
A Study of Presale Service, Product and Price Perceptions Impact on Enterprise Customers’Purchase Intention
Advisor: 楊文鐸
Wen-dwo Yang
Committee: 李永輝
Yung-hui Lee
張聖麟
Sheng-lin Chang
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2010
Graduation Academic Year: 98
Language: 中文
Pages: 80
Keywords (in Chinese): 售前服務品質知覺產品品質品牌態度知覺價格購買意願
Keywords (in other languages): Pre-Sale Service, Product Perceptual Quality, Price Perception, Brand Attitude, Purchase Intention
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  • 電腦和相關資訊產品在企業中扮演著十分重要的角色,已與企業的運作習習相關,而資訊產品供應商所提供的顧問服務更可進一步協助企業如何去購買最適合的資訊設備、並且作整體規劃與產品導入。企業採購資訊產品的決策過程會考慮的因素很多,且採購行為也牽涉相當多的層面。 除了透過經銷商展示品及型錄外,企業採購決策者可藉由資訊產品供應商的業務代表和技術顧問所提供的售前服務,進一步瞭解新產品該如何正確採購、規劃、以及未來採購後應該如何導入運作,才能符合企業需求。藉由探討顧客對產品供應商所提供的售前服務品質、知覺產品品質、知覺價格等相關資訊,來瞭解顧客對產品供應商品牌態度,以及更進一步瞭解日後購買意願。
    個案公司屬於資訊科技公司,本研究以個案公司既有的企業級顧客為調查對象,採隨機抽樣方式調查IT資訊部門主管或資深的資訊系統負責人,其職務有負責或參與資訊產品採購決策權者來進行問卷調查。本研究共發放100 份問卷,回收83份。本研究利用AMOS線性關係結構模式來驗証研究結果為:售前服務品質、知覺產品品質、品牌態度對購買意願皆存在顯著正向的關係。而知覺價格對品牌態度、購買意願並沒有顯著正向的關係。


    The computer and associated information products in the enterprise play a very important role in the operation of enterprise. The computer and information product suppliers offer a wide range of consulting services to assist enterprises to buy the most suitable information equipments and for the overall planning and deployment. The decision-making process of enterprise procurement for information products need consider many factors, and purchase behavior also involves number of levels. In order to meet business needs, except exhibits through dealers and catalogue, the enterprise purchasing decision makers receive information from business representatives and technical consultants of product suppliers. Technical consultants provide pre-sales services to help enterprise customers learn more about new products and how to do right procurement, planning, as well as future deployment. By exploring the computer product and information suppliers’ pre-sale services, product perceptual quality and price perception, and to learn about enterprise customers’ brand attitudes and their future purchase intention.
    The case company belongs to the computer and information product company. The survey objects are enterprise-class customers. By random sampling of IT departments heads and senior administrators of information systems who are responsible for or involve in information products purchasing decision. This study released 100 questionnaires, then recycling 85 copies. This study draws AMOS linear relationship between the structures of the schema to validate the results of the study are: pre-sale services quality, product perceptual quality and price perception affect brand attitude, brand attitude affects future purchase intention. Pre-sales services quality, product perceptual quality, price perception, brand attitude to purchase intention are there positive relationships.

    目 錄 中 文 摘 要......................................I ABSTRACT..................................... ..II 誌 謝..................................... .III 目 錄..................................... ..IV 圖 目 錄..................................... .VII 表 目 錄..................................... VIII 第一章 緒論......................................1 第一節 、研究背景與動機..........................1 第二節 、研究目的................................2 第三節 、研究流程................................3 第二章 文獻探討..................................4 第一節 、售前服務品質(PRESALE SERVICE)...........4 第二節 、知覺產品品質............................5 第三節 、知覺價格................................5 第四節 、品牌態度................................6 第五節 、購買意願................................6 第三章 個案公司分析..............................7 第一節 、個案公司簡介與現況......................7 第二節 、個案公司的企業級顧客群說明..............8 第三節 、個案公司售前服務內容....................9 第四節 、個案公司資訊產品及顧問服務.............11 第四章 研究架構、設計與方法.....................14 第一節 、研究架構...............................14 第二節 、研究設計...............................15 第三節 、資料統計...............................19 第五章 資料分析與討論...........................21 第一節 、樣本基本資料分析.......................21 第二節 、信度分析...............................25 第三節 、構面變項分析與建議.....................31 第六章 研究結論與建議...........................68 第一節 、研究結論...............................68 第二節 、管理意涵...............................69 第三節 、研究限制與後續研究建議.................73 參考文獻........................................76 一、 中文文獻...............................76 二、 英文文獻 ..............................78   圖 目 錄 圖4-1:研究架構圖................................14 圖4-2:AMOS統計模式圖............................20 圖5-1:共變異數路徑圖............................31   表 目 錄 表5-1:受調者分析表..............................22 表5-2:潛在變數與觀測變數........................23 表5-3:整體信度及個別問項分析....................25 表5-4:售前服務品質信度及個別問項分析............27 表5-5 :知覺產品品質信度及個別問項分析...........27 表5-6:知覺價格信度及個別問項分析................28 表5-7:品牌態度信度及個別問項分析................29 表5-8:購買意願信度及個別問項分析................30 表5-9:頻率表(Frequency Table)...................32 表6-1:受調者分析................................73  

    一、中文文獻:
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    灣管理學刊 第五卷 第二期 269-286頁。
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    新與永續經營學術研討會暨2009管理創新與科技整合學術研討會。
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