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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/45007
Title: | 探討顧客重複購買的動機因素-以實體和虛擬零售業為例 Exploring the Motive Factors of Repeating Purchases-A Case Study of Physical and Virtual Retail Store |
Authors: | Teh-Hao Lo 羅德豪 |
Advisor: | 黃崇興 |
Keyword: | 重複購買,零售業,滿意度,轉換障礙,忠誠度, Repeatitive Purchases,Retail store,Satisfaction,Switching barriers,Loyalty, |
Publication Year : | 2010 |
Degree: | 碩士 |
Abstract: | 題目:探討顧客重複購買的動機因素-以實體和虛擬通路零售業為例
作者:羅德豪 指導教授:黃崇興博士 99年2月 顧客會在同一家店重複購買的原因有很多種,有些人可能是因為特別鍾愛該店家,有些人覺得找其他地方消費很麻煩、或根本認為別家店不會比較好。不同的顧客會有不同的購買動機,了解這些因素能幫助企業更加掌握顧客。 本研究探討哪些因素會造成顧客重複購買,並以各種因素做實際調查,分析在實體和虛擬兩種通路的零售業中,顧客重複購買的特性為何。綜合研究結論包括,重複購買顧客的主要特性,是還沒有遭遇過重大的服務失敗,其次是感受較為滿意、認為自己有很多消費經驗以及對品牌比較認同;因素特性在兩種通路間沒有明顯差異,而且顧客都比較感受不到轉換障礙,例如適應其他店家服務所需付出的時間、或因為親朋好友而重複購買。 Exploring the Motive Factors of Repeating Purchases- A Case Study of Physical and Virtual Retail Store By Teh-Hao Lo Adviser: Dr. Chung-Hsing Huang February 2010 There are many kinds of reasons of repeating purchases at the same store. Some people may love the store especially, and some feel it’s troublesome that searching out other places to buy something, or even think it couldn’t be better to trade at another store. Different customer has different reasons. It’s useful to control customer behaviors that understanding these factors. This study focuses on which factors make people repeat purchasing. Besides the study also does an actual survey about these factors, and analyzes the characteristics of repeating purchases in physical and virtual retail store. The significant conclusions of this study are as follow: The main characteristic of repeating purchases is that there hasn’t been a bad enough incident to make customer switch. Secondly customers feel more satisfied, they think they have more shopping experiences or they can identify the brand image. There is no significant different characteristic of factors between two routes. But customers feel less switching barriers, which make they spend the efforts to adapt other stores, or repeat purchases because of their friends and family. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/45007 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 商學研究所 |
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ntu-99-1.pdf Restricted Access | 553.73 kB | Adobe PDF |
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