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| Title: | 黑膠之購買動機、認知價值、服務品質與對顧客滿意度及顧客忠誠度關係之研究：以古碟公司為例
A Study on the Relationship among Purchase Motivation, Perceived Value, Service Quality, Customer Satisfaction and Customer Loyalty：the Example of “Goodiscs Vinyl Company |
| Authors: | 吳孟宇 |
| Contributors: | 祝鳳岡
吳孟宇 |
| Keywords: | 黑膠
誠品音樂館
購買動機
認知價值
服務品質
顧客滿意度
顧客忠誠度 |
| Date: | 2016 |
| Issue Date: | 2016-07-20 17:18:33 (UTC+8) |
| Abstract: | 從銷售角度看，目前音樂錄音市場中的CD已漸趨式微，而曾被CD逼向日薄西山的黑膠，反而自數年前起異軍突起，目前已和數位下載有不相上下的成長率。黑膠持續存在市場的原因，是因為數位的音質無法令聽覺敏感者滿意，加上近年來，黑膠的價格在市場競爭下，不若以往高不可攀，也讓許多年輕族群趨之若鶩。本研究著重黑膠市場復興之行銷策略，並且從「購買動機」、「認知價值」、「服務品質」、「顧客滿意度」以及「顧客忠誠度」作研究變數，檢視個案「古碟公司」銷售黑膠營運策略。研究目的有五點：（一）探討購買動機、認知價值、服務品質對顧客滿意度及顧客忠誠度構面之意涵。（二）檢定購買動機、認知價值、服務品質對顧客滿意度及顧客忠誠度構面之關係。（三）探究人口統計項與購買動機、認知價值、服務品質對顧客滿意度及顧客忠誠度構面是否具有顯著差異性。（四）檢定顧客滿意度對顧客忠誠度是否具有顯著差異性。（五）依據量化與質化的研究，對古碟公司提出行銷策略建議。
本研究主要調查對象為到誠品音樂館購買黑膠的消費者，由於黑膠市場屬於小眾市場，問卷樣本相當有限，經誠品音樂館北中南店長鼎力協助，總共蒐集到有效樣本100份。研究結果發現：購買黑膠之顧客最為重視的是「認知價值」，其中又以「商譽」「行為與貨幣價值」最為重視。
最後，本研究針對古碟公司提出七點建議，期盼研究能與實務作出結合。
關鍵字：黑膠、誠品音樂館、購買動機、認知價值、服務品質、顧客滿意度、顧客忠誠度
From a sales perspective, current CD in the recorded music market has declined, while that vinyl was cornered by CD, but since a few years ago, a dark horse, now and digital downloads are comparable to the growth rate. Vinyl continued market reasons, is because digital sound quality cannot have satisfactory hearing sensitivity, coupled with recently, vinyl prices under market competition, if not unattainable in the past, so many young people in droves. This study focuses on vinyl marketing strategy, with “Purchase Motivation”, “Perceived Value”, “Service Quality”, “Customer Satisfaction” and “Customer Loyalty” as research variables. There are four research purposes：(A) Investigating the meaning of vinyl Purchase Motivation, Perceived Value, Service quality, Customer satisfaction and Customer loyalty. (B) Examing vinyl Purchase Motivation, Perceived Value, Service quality, Customer satisfaction and Customer loyalty. (C) Exploring demographic variables whether there are significant differences with vinyl Purchase Motivation, Perceived Value, Service quality, Customer satisfaction and Customer loyalty or not. (D) Based on quantitative and qualitative research, give the case ``Goodiscs`` Vinyl Company’s marketing suggestions.
This research survey was conducted in consumers from Eslite Music Center. A total of 100 valid samples were collected. The results showed that, in ``Goodiscs`` Vinyl Company, customers value “Perceived Value”, among which "Reputation of a firm`s product”, “Monetary value and Behavioral price" the most.
Finally, this study presents seven recommendations for “Goodiscs`` vinyl company, hoping to combine research with reality.
Keywords: Vinyl, Eslite Music Center, Purchase Motivation, Perceived Value, Service Quality, Customer Satisfaction, Customer Loyalty
第一章 緒論 1
第一節 研究背景與動機 7
第二節 研究目的 7
第三節 黑膠市場介紹 8
第四節 個案介紹：古碟公司 15
第五節 研究流程 17
第二章 文獻探討 19
第一節 購買動機 19
一、 購買動機的定義 19
二、 購買動機的衡量構面 21
第二節 認知價值 21
一、 認知價值的定義 21
二、 認知價值的衡量構面 22
第三節 服務品質 23
一、 服務品質的定義 23
二、 服務品質的衡量構面 24
第四節 顧客滿意度 25
一、 顧客滿意度的定義 25
二、 顧客滿意度衡量構面 26
第五節 顧客忠誠度 27
一、 顧客忠誠度的定義 27
二、 顧客忠誠度的衡量構面 28
第三章 研究方法 29
第一節 研究架構 29
第二節 研究假設 30
第三節 研究變項與操作型定義 31
一、 購買動機 32
二、 認知價值 33
三、 服務品質 34
四、 顧客滿意度 36
五、 顧客忠誠度 37
六、 人口統計變項 37
第四節 資料蒐集及分析方法 40
一、 量化部分：資料蒐集 40
二、 量化部分：資料分析方法 40
三、 質化部分：深度訪談 43
第四章 研究結果 45
第一節 樣本結構與描述性統計 45
一、 樣本結構 45
二、 描述性統計 50
第二節 因素分析與信度驗證 59
一、 變項間相關性 59
二、 因素萃取與因素轉軸 60
三、 因素重新命名與信度驗證 66
第三節 皮爾森積差相關分析 75
一、 一階變項皮爾森積差相關分析 75
二、 二階變項皮爾森積差相關分析 77
第四節 迴歸分析 80
一、 一階變項迴歸分析 81
二、 二階變項迴歸分析 85
第五節 差異性分析 99
一、 性別與各變項構面之差異性分析 101
二、 婚姻狀況與各變項構面之差異性分析 102
三、 年齡與各變項構面之差異性分析 103
四、 職業與各變項構面之差異性分析 104
五、 攜伴狀況與各變項構面之差異性分析 105
六、 購買頻率與各變項構面之差異性分析 106
七、 購買資歷與各變項構面之差異性分析 107
八、 平均月收入與各變項構面之差異性分析 108
九、 偏好音樂類型與各變項構面之差異性分析 109
十、 平均一日聽音樂時間與各變項構面之差異性分析 116
第六節 假設驗證 117
第七節 質化訪談 120
第五章 結論與討論 123
第一節 主要之目標消費族群 123
第二節 研究結論 123
第三節 研究建議 135
第四節 研究貢獻 138
第五節 研究限制 140
第六節 未來研究發展與建議 142
參考文獻 143
中文部分 143
英文部分 145
附錄一：正式問卷 149
附錄二：深度訪談紀錄 156 |
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
101932115 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0101932115 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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