汽車業服務品質與購買意願之關聯 —兩岸消費者比較分析

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题名:	汽車業服務品質與購買意願之關聯 —兩岸消費者比較分析 Correlation between Service Quality and Purchase Intention in Automotive Industry: Cross-strait Consumer Analysis
作者:	黃鈺淇
贡献者:	國際貿易學系
关键词:	服務品質購買意願汽車產業兩岸異文化 Service Quality Purchase Intention Automotive Industry Cross-strait Culture
日期:	2020
上传时间:	2020-08-17 14:36:28 (UTC+8)
摘要:	本文以汽車產業為研究標的，探討台海兩岸服務品質對購買意願影響之跨域比較。研究方式採用紙本問卷發放，發放地區為中國大陸華中、華南等東南沿海城市與臺灣，兩岸各發放300份，總計600份。本文針對兩岸汽車消費者進行調查分析，以檢視兩岸汽車服務品質對購買意願的影響及其干擾程度的差異。本研究發現如下：一、汽車業服務品質對購買意願具顯著影響。二、兩岸消費者在汽車產業服務品質的有形性、可靠性與反應性三個構面對購買意願的影響並無顯著差異。三、兩岸消費者差異在服務品質之禮貌性構面會對購買意願的影響產生干擾效果，且台灣消費者相對於大陸消費者干擾程度較強。本研究之管理意涵為：兩岸汽車業者針對顧客之購買意願提昇，應將服務品質列入考量。另外，台灣汽車業者進軍大陸市場，應加強銷售人員的服務品質訓練，特別應要著重在禮貌性的提昇，才能增加汽車消費者的購買意願。 This study investigated the correlation between service quality and purchase intention in automotive industry. We administered surveys via the questionnaire to collect data from the southeast coastal, central and south of the mainland of China and Taiwan for date collecting. A total of 600 copies were received. The research findings in this article are as follows: 1. The service quality of the automotive industry has a significant impact on purchase intention. 2. Consumers across the Taiwan Straits have no significant differences in the impact of their willingness to purchase on the tangibility, reliability and responsiveness of service quality in the au-tomotive industry. 3. Differences between consumers across the Taiwan Straits. The courtesy aspect of service quality will have a disruptive effect on purchase intentions, and Taiwan consumers are more disturbed than mainland consumers. The management implications of the research results are as follows: The auto companies on both sides of the strait should take into account the service quality in view of the improvement of customers’ purchase intentions. In addition, as Taiwanese au-tomakers enter the mainland market, they should strengthen the service quality training of sales personnel, and in particular, they should focus on the improvement of courtesy in order to increase the purchase intention of auto consumers.
显示于类别:	[國際貿易學系所] 博碩士論文

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