| 摘要: | 本研究旨在探討購買通過品質認證冷凍草蝦之顧客，其購買習慣、購後滿意度與忠誠度。以桃園縣主要縣轄市為範圍，在量販店與超市兩大通路進行調查，以便利抽樣法至指定店鋪發放600份問卷，實得有效樣本為576份，有效回收率為96%。問卷內容包括：基本資料、顧客購買習慣、滿意度與忠誠度等量表。所得資料使用敘述性統計、單因子變異數分析、皮爾森積差相關等進行統計分析。
研究結果顯示品質認證冷凍草蝦主要消費者為26~45歲之女性，屬性以已婚有子女者、大專/大學之教育程度、從事工商服務業者、家庭每月總收入在40,000（含）以下者最多。桃園縣縣轄市顧客對購買品質認證冷凍草蝦在「購買習慣」部分，對於有品質認證的商品，在認同、非常認同二者加總比例佔了高達77.4%，其次為對店家的信任度，認同、非常認同比例亦佔了高達74.8%，表示顧客對於有品質認證的冷凍草蝦商品接受度較高之外，商家的商譽亦會影響顧客購買的動機；「購買習慣」會因年齡、婚姻狀況、教育程度、家庭月收入、前次購買草蝦費用不同而有差異。在「顧客滿意度」方面，對於有「品質認證」的進口冷凍草蝦滿意度也較高，在認同、非常認同二者加總比例佔了高達64.8%，其次是對於品質認證冷凍草蝦的「規格一致」認同、非常認同比例亦佔了高達63.7%，表示顧客對於有「品質認證」的商品滿意度較高之外，「規格一致」性也會影響顧客購買的動機；「顧客滿意度」會因年齡、婚姻狀況不同而有差異。在「顧客忠誠度」方面，會再次購買有品質認證的商品，在認同、非常認同二者加總比例佔了高達76.3%，且會推薦周邊親友購買者，認同、非常認同比例亦佔了64.9%，表示顧客對有品質認證的進口冷凍草蝦商品具有忠誠度，且會推薦親友購買；「購買忠誠度」會因年齡、婚姻狀況、職業、家庭月收入、前次購買草蝦費用不同而有差異。顧客之「購買習慣」、「滿意度」與「忠誠度」三構面間兩兩均呈正相關。
The purpose of this study was to investigate the purchase habits, customer satisfaction and loyalty of customers who bought quality certified frozen grass shrimps in Taoyuan County. Convenient sampling was employed for data collection. Six hundred questionnaires were distributed to customers at discount stores and supermarkets in Taoyuan area. A total of 576 valid samples were collected with a valid return rate of 96%. The content of questionnaire included: demographic information and scales related to customer buying habits, satisfaction and loyalty. The collected data were analyzed using the following statistical methods: descriptive statistics, one- way ANOVA , and Pearson correlations. The results showed that female customers aged 26 to 45, married with children, with college/university educational backgrounds and family income equals to NT$40,000 dollars or more, working at industrial/commercial related service industries, are the major consumers of quality certified frozen grass shrimps. As for Taoyuan customers’ purchasing habits of quality certified frozen grass shrimps, the top one was percentage of rating the degree of agreement on product quality as “agreed” and “highly agreed” which added up to 77.4%, followed by 74.8% of rating the degree of trust on stores as “agreed” and “highly agreed”, which indicated that customers have a higher degree of acceptance on quality certified frozen shrimps, and store images may affect customers’ buying motivation. Customer’s "purchasing habits" varied due to differences in age, marital status, educational background, family income, and expense of previous purchase. As for the "customer satisfaction" aspect, a total of 64.8% of respondents reported as “agreed” and “highly agreed” with the product quality of quality certified frozen shrimps, which indicated higher customer satisfaction. The second highest ranking was found with consistency of product specifications. A total of 63.7% reported as“agreed” and “highly agreed” with product consistency, indicating the importance of quality consistency on customer satisfaction. In addition, customer satisfaction varied with age and marital status. As for "customer loyalty" aspect , respondents who reported as“agreed” and “highly agreed” with the intention to purchase again accounted for 76.3%. The same group also reported as“agreed” and “highly agreed” with recommendation to others accounted for 64.9 % , which showed that customers with higher customer loyalty are more likely to recommend to others. Customer loyalty were affected by customer age, marital status, occupation, family income, and costs of previous purchase. Pairwise positive correlations were found among purchasing habits, customer satisfaction, and customer loyalty. |
