| Summary: | 碩士 === 國立臺北商業技術學院 === 商學研究所 === 102 === For the past scholars research on the industry of network and communication, the main direction focuses on issues such as the business model, operation performance, business development strategy, and competiveness. However, few of scholars study on the Influencing factors of purchasing intention of enterprise network and communication equipment. Because today’s internet and communication technology is developing rapidly, consumers can easily retrieve many product relevant information; furthermore, due to that it is highly competitive in the market, we try to find out the factors of purchasing intention will change or not, thereby triggering the motivation of the study.
The study through literature review to explore the relationships between service quality, perceived value, relationship benefits, social interaction, customer satisfaction and purchase intent. Besides, the study take enterprise end customers as an object, utilize questionnaire to explore all kinds consideration that customers would take when purchasing network and communication equipment.
The study questionnaires to its customers through business cooperation, a total of 320 questionnaires were distributed, among which 290 questionnaires were effective, and utilize Smart PLS, SPSS and Sobel to analyze the relationships between each variables. The conclusions of this study are as follows:
1. Service quality can positively influence on relationship benefits and perceived value.
2. Service quality does not have directly positive influence on social interaction, but through the mediating effect of relationship benefit and perceived value it can influence social interaction.
3. Perceived value can positively influence on relationship benefits and social interaction.
4. Relationship benefits can positively influence on social interaction and customer satisfaction.
5. Social interaction and positively influence on customer satisfaction.
6. Customer satisfaction has great positive influence on purchase intent.
Therefore, besides of providing good service quality, we suggest that vendors also needs to build good relationship benefits, perceive value and social interaction with the customers in order to improve customer satisfaction and purchase intent, thereby increasing operative performance.
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