口碑類型與再購意圖之關係 -以餐飲業為例

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題名:	口碑類型與再購意圖之關係 -以餐飲業為例 The Relationship between Word of Mouth Type and Repurchase Intention - Restaurant Industry for Example
作者:	辜稜雯
貢獻者:	全球品牌與行銷碩士在職學位學程
關鍵詞:	口碑類型再購意圖 Word of Mouth Type Repurchase Intention
日期:	2018
上傳時間:	2018-08-07 13:31:22 (UTC+8)
摘要:	現在餐飲業市場競爭激烈，消費者用餐前，會先上網瀏覽餐廳評論，因此餐廳經營者要思考如何才能提升消費者對餐廳的口碑喜好，本研究以餐飲業為研究標的，探討口碑類型與再購意圖的影響，此外，要找出感性口碑和理性口碑影響再購意圖。本研究共回收202份有效問卷，觀察結果發現，感性口碑會加強再購意圖的效果，且知覺價值具有中介變數效果，對口碑類型和再購意圖之間影響。 Nowadays in society, due to fierce competition, consumers are used to using keyword to search for the web related to restaurants before they go for restaurant to dine. Therefore, restaurants operators need to think about how to enhance the restaurants word-of-mouth Preference is a very important thing. This study takes the restaurant as the subject for investigation to discuss the influence of consumer repurchase intention and word of mouth type in Taipei City . Besides, we find the repurchase intention between rational word of mouth and emotion word of mouth. This study has collected 202 valid respondents through web questionnaire. Followings are our research result we found., the emotional word of mouth would strengthen the effect of repurchase intention. Perceived value has the effect of mediating variables and affects the type of word of mouth and the intention of repurchasing.
顯示於類別:	[全球品牌與行銷碩士在職學位學程] 博碩士論文

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