消費者對連鎖店快速剪髮的服務品質認知與消費行為之研究

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Title:	消費者對連鎖店快速剪髮的服務品質認知與消費行為之研究 A Study of Service Quality Cognition and Consuming Behavior of Consumers on Quick Haircut Chain Store
Authors:	陳秀敏
Contributors:	生活應用科學系碩士在職專班
Keywords:	成年人連鎖店快速剪髮服務品質認知消費行為
Date:	2017
Issue Date:	2017-04-07 14:22:46 (UTC+8)
Abstract:	本研究在探討不同背景的消費者對連鎖店快速剪髮之「服務品質認知」與「消費行為」之現況，進行比較不同背景變項之消費者在「服務品質認知」與「消費行為」之差異情形，及了解「服務品質認知」與「消費行為」之相關性。本研究採問卷調查法，研究對象為臺北市及新北市的20歲以上成年人，經立意抽樣採用樣本，發放並回收450份問卷，剔除無效問卷實得429份。本研究所使用工具包括:「個人基本資料」、「服務品質認知調查表」和「消費行為調查表」。所得的資料分別以描述性統計與推論性方法，包含Cronbach’s α、描述性分析、獨立樣本t檢定、單因子變異數分析與雪費事後比較檢定、皮爾森相關進行分析。主要結果如下: 一、消費者對連鎖店快速剪髮的「服務品質認知」之現況，傾向「同意」程度。二、消費者對連鎖店快速剪髮的「消費行為」之現況，傾向「重視」程度。三、不同「職業」、「平均薪資收入」、「剪髮消費習性」的消費者對服務品質認知，有顯著差異情形。四、不同「平均薪資收入」的消費者對消費行為有顯著差異情形。五、「服務品質認知整體」與「消費行為整體」呈現極顯著正相關，意即「服務品質認知」同意程度越高，越重視「消費行為」。 This study was to explore the current situation of "service quality cognition" and "consuming behavior" of consumers in different backgrounds on quick haircut of chain stores. To compare the differences between consumers' perceived service quality and consuming behavior in different background variables, and to understand the correlation between service quality cognition and consuming behavior. 450 questionnaires were distributed to adults who were over 20 years old in Taipei City and New Taipei City. And 429 valid questionnaires were collected. The contents of the questionnaires included ‘General Information’, ‘Service Quality Cognition Scale’, and ‘Consuming Behaviors Scale’. Descriptive statistics and inductive statistics, which included Cronbach’s α, descriptive analysis, t-test, one-way ANONA, Scheffe's method, and Pearson’s Correlation Coefficient, were used to run the results of the questionnaires. The findings were as followed: 1.Consumers were inclined to ‘agree’ on the current status of "service quality cognition" of quick haircuts. 2.Consumers paid ‘high value’ in “consuming behavior” of quick haircut in chain store. 3.There were significant differences in the perceived quality of service among consumers with different "occupations", "average salary income" and "haircut consumption habits". 4.There were significant differences in consuming behavior among consumers with different "average salary income". 5.There was a significant positive correlation between the overall quality of service perception and the overall consuming behavior, which mean that the higher the level of "service quality cognition", the greater the emphasis on "consuming behavior".
Appears in Collections:	[Department of Applied Science of Living & Graduate Institute of Applied Science of Living ] thesis

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