期刊刊名：經營管理論叢特刊 　 卷期：2期(2007)

篇名出版日期：2007年12月1日

作者：陳秀芬

語言：English

關鍵字：consumer satisfaction, repurchase intention, word-of-mouth, SEM

被點閱次數：87次

閱讀時間：1601sec

摘要：
The purpose of this study was to investigate whether consumer satisfaction directly affect consumer word-of-mouth behavior or repurchase intention can play a mediating role between consumer satisfaction and word-of-mouth output intention. Satisfactions with product and service will determine the customers’ future purchase intention and word-of-mouth communication. Smith (1998) also indicated that consumer satisfaction can be a significant determinant of repurchase intention, dissemination word-of-mouth, and consumer loyalty in products and services.In this study, the data was handled by the reliability test, descriptive analysis, and structural equation modeling (SEM). After analyzing, the outcomes can be summarized in the following subjects. The path analysis displays that there was no direct effect and indirect effect among service satisfaction, repurchase intention, and word-of-mouth output intention; for the product satisfaction, there was a direct effect to repurchase intention and an indirect effect to positive/negative word-of-mouth output intention; repurchase intention and word-of-mouth output intention were predicted directly by ambiance satisfaction, which meant that the repurchase intention can also play a mediating role between ambiance satisfaction and word-of-mouth output intention;

　　　　　[全文下載]