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    Title: 地方名產宅配之態度與滿意度
    Authors: 廖心怡
    Liao, Hsin-Yi
    Contributors: 邱志聖
    廖心怡
    Liao, Hsin-Yi
    Keywords: 地方名產宅配
    交易成本理論
    認知效用
    Date: 2005
    Issue Date: 2009-09-18 14:11:17 (UTC+8)
    Abstract: 在過去,地方名產的購買只侷限在實體店賣的購買,因此地方名產銷售對象大多為到當地觀光的遊客;近幾年,台灣媒體介紹地方名產的節目增多,加上網路發達,許多地方名產資訊變得更加流通,地方名產已不再是遊客才會購買的商品;此外,許多美食店家,透過媒體的介紹,廣泛為消費者所知,因此增加了許多新興地方名產。隨著生活環境的轉變,網路購物、電視購物等新興通路的興起,加上近幾年台灣消費者對宅配接受度增高,因此對許多名產店家來說,藉由電視購物、網路等多種媒介來替店家宣傳及新興的宅配通路運送商品,無疑是增加店家商品的銷售及店家知名度,但是另一方面他們必須要更重視此類型顧客對地方名產宅配的滿意度及和店家間關係建立的意願,因為喜好使用新興通路的顧客,通常較願意嘗試不同的地方名產商品及店家,因此分析宅配地方名產顧客所在乎的屬性及他們過往的宅配經驗。
    本研究導入交易成本理論的概念,來了解消費者有宅配地方名產的經驗後,對宅配店家的信任、資產專屬性以及對地方名產宅配的整體滿意度是否會影響顧客對地方名產宅配的使用態度及使用意願。在認知方面,消費者認知到使用地方名產宅配會產生的風險及對使用態度是否會產生影響。再依據科技接受模式,融入消費者對使用名產宅配這項新的技術來完成購物的認知易用性及認知效益來探討,這些認知是否會對使用態度及使用意願產生作用。最後,探討群體規範因素,對地方名產宅配的使用意願是否會有影響。
    研究結果顯示,信任、認知效用及整體滿意度皆能提昇地方名產宅配的使用態度,而認知風險與認知易用性對使用態度的直接影響皆不明確。群體規範對使用地方名產宅配這類型的消費者較不具影響力,無法影響其宅配意願;另外,台灣地方名產店家的專屬資產沒有成功提升消費者的購買意願。
    因此本研究建議,店家及宅配廠商應利用行銷策略,讓顧客更了解使用地方名產宅配可獲得的效益,以及增加消費者對店家、宅配的信任,讓顧客感受到使用地方名產宅配是個方便又值得信任的方式,對地方名產宅配的態度更趨正面。店家也應加強和顧客建立有形與無形的專屬資產,進而推展地方名產宅配之使用意願。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    93351026
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093351026
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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