請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/79285完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 劉佳玲(Chia-Ling Liu) | |
| dc.contributor.author | Hsin-I Tseng | en |
| dc.contributor.author | 曾馨儀 | zh_TW |
| dc.date.accessioned | 2022-11-23T08:57:22Z | - |
| dc.date.available | 2026-12-21 | |
| dc.date.available | 2022-11-23T08:57:22Z | - |
| dc.date.copyright | 2022-01-17 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-12-21 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/79285 | - |
| dc.description.abstract | 近年來隨著知名外國外送平台品牌大舉進攻台灣市場，搭配大量有趣的行銷曝光，外送服務在台灣越來越受歡迎，知名的廣告詞更是每每帶起潮流、掀起話題，足以見得其在台灣的高人氣與話題性。而此種新興的共創平台商業模式，將餐廳業者、消費者、外送員一起放入此平台中進行互動，各自獲取自己所需的價值，其互動更會增加此共創價值圈的價值。 過去的文獻中雖有探討價值共創、服務主導邏輯、服務創新等的相關研究，但卻較少將其應用至外送平台領域，因此本研究基於這樣的理由，將以消費者體驗價值為出發點，探討後續消費者涉入行為、品牌聲譽、品牌忠誠度如何互相影響，並且加入消費者創新性此一人格特質，探討其是否具有調節效果，以期刻畫在外送平台中，消費者的行為模式與價值創造之樣貌，並可作為後續企業決策發想執行之參考。 本研究採用以網路問卷形式進行樣本的收集，總共回收了233份有效問卷，再搭配採用SPSS 25.0與SmartPLSv.3.3.2兩項統計軟體進行後續的敘述統計分析、信效度分析、共線性分析、路徑分析與假說檢定得出研究結果。研究結果發現：(1) 外送平台中，消費者感知價值會正向影響消費者涉入行為。(2) 外送平台中，品牌聲譽對消費者涉入行為的影響並不顯著。(3) 外送平台中，消費者涉入行為對品牌忠誠度具正向影響。(4) 外送平台中，消費者創新性在消費者感知價值與消費者涉入行為的關係中具調節效果。 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-23T08:57:22Z (GMT). No. of bitstreams: 1 U0001-1412202118494200.pdf: 1986937 bytes, checksum: 8a228770f2a26043aa1564a53e183e6c (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | 目錄 誌謝 i 摘要 ii ABSTRACT iii 目錄 iv 表目錄 vii 圖目錄 ix Chapter 1 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 2 1.3 研究流程 3 1.4 章節架構 3 Chapter 2 文獻探討 4 2.1 消費者感知價值(Customer Perceived Value) 4 2.1.1 實用性面向(Pragmatic dimension ) 5 2.1.2 社交性面向(Sociability dimension) 5 2.1.3 愉悅性面向(Hedonic dimension) 6 2.1.4 使用性面向(Usability dimension) 6 2.2 品牌聲譽(Brand Reputation) 6 2.3 消費者涉入行為(Customer Engagement Behavior) 8 2.4 品牌忠誠度(Brand Loyalty) 9 2.5 消費者創新性(Consumer Innovativeness) 10 Chapter 3 研究方法 12 3.1 研究架構 12 3.2 研究假說 13 3.3 變數操作性定義與衡量 17 3.4 問卷設計與抽樣方法 21 3.5 資料分析方法與工具 23 Chapter 4 研究結果與分析 26 4.1 敘述統計分析 26 4.1.1 基本資料分析 26 4.1.2 填答者使用習慣分析 28 4.1.3 研究問項資料分析 32 4.1.4 無回覆偏誤 (Non-response Bias) 33 4.1.5 共同方法偏誤 (Common Method Bias) 33 4.2 衡量模型分析 34 4.2.1 信度分析 34 4.2.2 效度分析 37 4.2.3 共線性分析 41 4.3 結構模型分析 42 4.3.1 假說驗證 43 4.3.2 模型配適度 43 4.3.3 控制變數對結構方程模型分析之影響 44 Chapter 5 結論與建議 46 5.1 研究結論與發現 46 5.2 理論與實務意涵 48 5.3 研究限制 51 5.4 後續研究之建議 52 參考文獻 54 附錄（問卷） 60 | |
| dc.language.iso | zh-TW | |
| dc.title | 外送平台中消費者感知價值與品牌聲譽對消費者涉入行為與品牌忠誠度之影響 | zh_TW |
| dc.title | The Influence of Customer Perceived Value and Brand Reputation on Customer Engaged Behavior and Brand Loyalty in Food Delivery Platform | en |
| dc.date.schoolyear | 110-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 簡睿哲(Hsin-Tsai Liu),吳政衛(Chih-Yang Tseng) | |
| dc.subject.keyword | 價值共創,消費者涉入行為,消費者感知價值,消費者創新性,品牌忠誠度, | zh_TW |
| dc.subject.keyword | Value co-creation,Consumer Engagement Behavior,Customer Perceived Value,Consumer Innovativeness,Brand Loyalty, | en |
| dc.relation.page | 65 | |
| dc.identifier.doi | 10.6342/NTU202104535 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2021-12-22 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| dc.date.embargo-lift | 2026-12-21 | - |
| 顯示於系所單位： | 商學研究所 | |
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