A Study of Service Quality,Perceived Value and Purchasing Practices-Vigor KoBO Bakery Taiwan pineapple cakes Dream Works

• Main Authors: HSU,YAN-PIN, 許燕斌
• Other Authors: Cho,Wen-Chien
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/65961989239549782504

碩士 === 醒吾科技大學 === 觀光休閒系所 === 101 === ABSTRACT The main purpose of this study is to explore the consumer research associated with the perceived value, service quality and purchasing behavior of Vigor Kobo – The Taiwanese Pineapple Cake with DreamWorks. The tourists visited the tourism factory of pineapple cake with DreamWorks for the survey. Data collection variables are to explore the different background variables in perceived value, service quality and purchasing behavior in difference cognitive situation. The impact of the relationship between variables is investigated. Recommendations are made based on the analysis results. Questionnaire used in this study to explore the questionnaire and convenience sampling. It adopts three scales - "perceived value",”service quality” and "purchasing behavior”. It granted 380 questionnaires for sampling segments and retrieved 380 questionnaires. The retrieved rate is 100%. 350 questionnaires are valid and accounting for 92.2% questionnaires. This research tool is SPSS Windows 12.0 in Chinese Version. The research methods use single-factor analysis of variance and Pearson correlation analysis. The following summarizes empirical findings: 1.The consumers’ perceived value、servvice quality and purchasing behavior of pineapple cakes with DreamWorks is in “satisfactory” level. The majority consumers is female.2.The age、marital status、and personal avarage monthly income of consumers would result in significant difference in service quality. The age and marital status of cosumers would result in significant difference in percived values. The marital staus of cosumers would result in significant difference in purchasing behavior.3.The positive correlation effects among service quality、perviced value and purchasing behavior. When consumers are more satisified with the service quality, it increases the more perceived values. And also it is able to improve more purchasing behaviors.4.Perceived value plays a key role in the purchasing behavior. Purchasing behavior would be affected directly because of perceived value. Key words：Perceived value；Tourism factory；Service quality；Purchasing behavior