商店形象對於顧客知覺價值建構與顧客滿意度之影響 - 以珠寶工作室為例

文化大學機構典藏 CCUR > 國際暨外語學院 > 全球商務學位學程 > 博碩士論文 > Item 987654321/52925

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題名:	商店形象對於顧客知覺價值建構與顧客滿意度之影響 - 以珠寶工作室為例
作者:	吳岱蓉
貢獻者:	全球品牌與行銷碩士在職學位學程
關鍵詞:	商店形象珠寶工作室
日期:	2023
上傳時間:	2023-09-07 10:07:56 (UTC+8)
摘要:	臺灣珠寶業這幾年來受到經濟環境變遷、隨著生活文化的提升，顧客越來越重視生活品質。珠寶飾品開始走向平價化與多元素的發展，消費者對產品的選擇與品質更加要求。東、西方文化的衝擊，加上臺灣文化的底蘊，使得傳統珠寶業者開始著手改變營運模式。政府推廣的文化產業讓更多小眾設計師紛紛獨立創業。釀成市場上的珠寶工作室也逐漸變多。珠寶工作室作為一種高端的消費模式，著重於產品的個性化和品質，受到越來越多消費者的青睞。消費者在購買高價值的珠寶產品時，往往會受到商品價格的影響，並透過對商店形象的認知來建構商品的價值感。因此，瞭解商店形象對於顧客知覺價格建構之影響，對於提高珠寶工作室的競爭力和經營策略具有重要的意義。本研究探討珠寶工作室、商店形象、顧客知覺價值與顧客滿意度的研究。本研究針對珠寶工作室的消費者為探討，以結構方程模式之路徑分析來驗證商店形象、顧客知覺價值與顧客滿意度這三個構念之因果關係。 In recent years, the Taiwan jewelry industry has been impacted by changes in the economic environment and the increasing emphasis on quality of life in line with cultural development. Jewelry and accessories have begun to move towards affordability and diversified development, with consumers placing greater emphasis on product selection and quality. The impact of Eastern and Western cultures, combined with Taiwan's cultural foundation, has led traditional jewelry industry players to begin changing their operating models. Government promotion of the cultural industry has also led to an increasing number of independent small-scale designers. This has resulted in a growing number of jewelry workshops in the market. As a high-end consumption model, jewelry workshops focus on product personalization and quality, which is increasingly favored by con-sumers.When purchasing high-value jewelry products, consumers are often affected by the price of the goods and construct a sense of value through their perception of the store image. Therefore, understanding the influence of store image on customer perceived price construction is of significant importance to improve the competitiveness and business strategy of jewelry workshops. There has been little research in the literature on the relationships be-tween jewelry workshops, store image, customer perceived value, and cus-tomer satisfaction. This study focuses on consumers of jewelry workshops and uses structural equation modeling to analyze the causal relationships between store image, customer perceived value, and customer satisfaction. Key Words：consumer journey, brand experience, experience quality, customer loyajKeywords: Jewelry Studios, Store Image, Customer Perceived Value, Cus-tomer Satisfaction
顯示於類別:	[全球商務學位學程] 博碩士論文

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