The effect of customer perceived value on trust, satisfactionand repurchase intention

• Main Authors: Yuan-Pin Tsai, 蔡元斌
• Other Authors: Wan-Ii Lee
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/67369873294445955592

碩士 === 國立高雄第一科技大學 === 行銷與流通管理系連鎖加盟管理碩士班 === 102 === Business transcation model is constantly changing with time. Although E-commerce transaction changes every day, not everyone can accept this transcation model. Facing the virtuality of channel and the cognitive inconsistency of using ticket in the ticket industry, customers seem to favour physical tickets and physical channel business model. Based on theories of customer perceived value, trust, satisfaction and repurchase intention, the study proposes a research framework. Customers of physical ticket channel are used as the main research objects. Focusing on customers who consumed in physical ticket channel, this research adopts the convenient sample investigation method. A total of 347 valid questionnaires are received. This study uses SEM to verify hypothesis, and empirical results are as followings: 1. perceived value will positively influence customer trust, customer satisfaction and repurchasing intention. 2. Customers trust will positively influence customer satisfaction; but has no direct effect on repurchase intention, and satisfaction conducted by an intermediary. 3. Customer satisfaction will positively influence repurchase intention. The results of this study show that improving customers’ perceived value is the most effective way to improve customers’ purchase intention. Moreover, by improving perceived value of customer, it can also increase customer confidence, satisfaction and repurchase intentions. Company must understand the form factor of perceived value in minds of consumer when developing policy. Company also needs to understand and meet the needs of consumers to enhance their satisfaction, instead of relying on trust policy.