無印良品之市場導向與再購意願之研究張玉英、胡瓊元、廖文章

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無印良品之市場導向與再購意願之研究張玉英、胡瓊元、廖文章

摘要

本研究主要在探討一般消費大眾對於無印良品的市場導向、知覺價值對顧客再購意願間的影響。本研究以中部地區一般的消費大眾為研究對象，共寄發問卷340份，回收有效問卷307份，有效回收率為90%。經SPSS統計方法經因素分析、T檢定

、皮爾森積差相關，及迴歸分析進行實證分析，實證結果發現如下：消費者在無印良品的市場導向方面，對於顧客再顧意願有顯著的正向影響，而知覺價值對消費者在無印良品購物時，亦有顯著的正向影響。在人口統計變項中顯示，知覺價值會因收入、教育程度不同，對於顧客再購意願產生影響。對於整體的架構而言，市場導向會直接影響顧客再購意願，且會藉由知覺價值影響顧客再購意願，，此點可作為行銷策略的訂定參考。

關鍵詞 : 無印良品、市場導向、知覺價值、再購意願

內容目錄中文摘要 ??????????????????????iii 英文摘要???????????????????????iv 誌謝 ?????????????????????????v 內容目錄???????????????????????vi 表目錄???????????????????????viii 圖目錄????????????????????????ix 第一章　　緒論

????????????????????1 第一節　研究背景與動機??????????????1 第二節研究目的?????????????????2 第二章文獻探討

???????????????????4 第一節無印良品?????????????????4 第二節市場導向 ????????????????12 第三節知覺價值 ????????????????25 第四節再購意願 ????????????????32 第三章研究方法???????????????????33 第一節研究架構 ????????????????33 第二節研究假設 ????????????????34 第三節操作性定義 ???????????????36 第四節研究設計 ????????????????41 第四章研究結

果???????????????????44 第一節信度分析 ????????????????44 第二節敘述性統計分析 ?????????????45 第三節效度檢定與因素分析 ???????????49 第四節皮爾森相關分析 ?????????????54 第五節迴歸分析 ????????????????56 第五章結論與建

議??????????????????58 第一節結論 ??????????????????58 第二節研究建議 ????????????????59 第三節後續研究建議

??????????????60 參考文獻? ??????????????????????61 附錄研究問卷????????????????????75 表目錄表2-1 無印良品基本資料?????????????????5 表2-2 無印良品重要紀事?????????????????5 表2-3 市場導向與再購意願相關研究 ???????????23 表3-1 市場導向構面 ??????????????????37 表3-2 知覺價值之衡量指標 ???????????????38 表3-3 再購意願之衡量指標 ???????????????39 表 4-1 Cronbach’s α係數之參考指標??????????44 表 4-2 各構面之信度Cronbach’s α係數 ????????45 表 4-3 樣本分布情形—依人口統計變數 ?????????46 表 4-4 市場導向構面問項之平均值與標準差 ???????47 表 4-5 知覺價值構面問項之平均值與標準差

???????48 表 4-6 再購意願構面問項之平均值與標準差 ???????49 表 4-7 KMO值評定標準??????????????????51 表 4-8 KMO值及Bartlett球形檢定表 ???????????51 表 4-9 市場導向因素、信度檢定表????????????52 表 4-10 知覺價值因素、信度檢定表????????????53 表 4-11 再購意願因素、信度檢定表????????????54 表 4-12 各變數間之皮爾森相關係數????????????54 表 4-13 各構面間之皮爾森相關係數????????????55 表 4-14 無印良品市場導向之迴歸檢定結果表 ???????56 表 4-15 知覺價值之迴歸檢定結果表 ???????????57 表 4-16 本研究假設之實證結果 ?????????????57 圖目錄圖2-1 市場導向架構圖 ?????????????????17 圖2-2 市場導向的整合性觀點架構????????????21 圖2-3 市場導向、競爭優勢與企業績效??????????22 圖2-4 知覺價值模型

??????????????????27 圖2-5 認知價值形成模式????????????????29 圖2-6 實際價格、知覺品質、知覺價值與購買意願關係的觀念性模式?????????????????? ?30 圖3-1 研究架構圖 ???????????????????34

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無印良品之市場導向與再購意願之研究 張玉英、胡瓊元、廖文章