政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/90359
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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/90359


    Title: 政府委託經營商店評鑑之因果分析—國道高速公路服務區行車旅客惠顧意願的觀點
    Authors: 劉祥得
    Keywords: 高速公路服務區;商品價值;惠顧意願;因徑分析;概念架構
    Service area of super highway;merchandise value;patronage intentions;path analysis;conceptual framework
    Date: 2008-12
    Issue Date: 2016-05-03 16:30:39 (UTC+8)
    Abstract: 過去探討政府委託經營商店環境因子影響消費者態度認知的研究，並不多見，尤其針對高速公路服務區多元購物環境，探討影響行車旅客惠顧意願的公共行政研究更是少見。本文提出行車旅客購物惠顧意願之一般化概念模式，包含服務區商店環境的外生構面、購物認知的中介構面、及惠顧意願之內生構面等。本文利用因徑分析，釐清多元環境因子如何影響行車旅客的商品價值評估與惠顧意願，以作為高公局評鑑受委託商店之參考，並提出相關政策建議。研究結果支持了所提出的概念模式的多數假設。服務區商店設計正向影響旅客價格、品質認知；員工認知也深切影響人員服務、商品品質認知；商店音樂的確可以降低旅客心理、努力、時間成本，並提升商品品質及人員服務認知。商品價值認知主要受到商品品質認知的正向影響；而行車旅客惠顧意願，則受到心理成本負向影響，並受到人員服務認知及商品價值的正向影響。因此，國道委託經營商店之商店設計、人員服務、音樂認知等構面，有必要納入高公局評鑑委託廠商之標準與項目中。
    This research explores how store environment in service area of super highway influences consumer’s store choice decision and patronage intention. We propose a comprehensive passengers’ purchasing model which includes exogenous constructs of store environment in service area, mediating constructs of consumer perception and endogenous construct of store patronage intentions. The statistical results support the model we propose and verify many hypotheses in this research.
    Relation: 中國行政, 80,37-76
    Chinese journal of administration
    Data Type: article
    Appears in Collections:[Chinese journal of administration] Journal Articles

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