口碑、知覺風險、客製化需求對於機車改裝意願關係之研究

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/53149

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题名:	口碑、知覺風險、客製化需求對於機車改裝意願關係之研究 Research on the Relationship Between Word-of-Mouth,Perceived Risk, and Customized Demand on the Willingness to Refit Scooter
作者:	林建璋
贡献者:	國際企業管理學系
关键词:	口碑知覺風險客製化機車改裝意願 word-of-mouth perceived risk customization willingness to refit scooter
日期:	2023
上传时间:	2024-03-07 13:31:05 (UTC+8)
摘要:	現今使用機車移動代步已成為台灣大眾生活中不可或缺的一部分，而機車改裝在台灣一直存在但並不被大眾所了解，直到近幾年網路自媒體的發展，很多改裝車廠透過上傳講解機車改裝及機車改裝過程的影片，讓機車改裝開始被大眾所知。因此本研究平時消費者對於口碑及購買決策前的知覺風險是否會影響機車的改裝意願?及消費者客製化需求的程度是否會干擾其改裝機車的意願?因此本研究將針對此主題進行研究。本研究透過網路及實體在機車行發放問卷，針對平常使用機車代步且無改裝機車經驗者做為調查對象，共蒐集了 458 位做為研究樣本。實證結果顯示知覺風險會正向影響口碑對機車改裝意願，但客製化需求並不會對知覺風險及機車改裝意願產生干擾效果之影響。 Nowadays, the use of scooter for mobility has become an indispensable part of the lives of the general public in Taiwan. scooter modification has always existed in Taiwan but was not well understood by the general public. Until the development of Internet self-media in recent years, many refitting car factories explained scooter through upload-ing. Videos of refitting and locomotive refitting process made locomotive refitting known to the public. Therefore, this research focuses on whether consumers’ perception of word-of-mouth and perceived risk before purchasing decisions will affect their willing-ness to refit motorcycles? And whether the degree of customization needs of consumers will interfere with their willingness to spend money on refitting motorcycles? Therefore, this research will Do research on this topic. In this study, questionnaires were distributed in motorcycle shops through the Inter-net and entities, and the respondents who usually use motorcycles for transportation and have no experience in modifying motorcycles were used as the survey objects. A total of 458 people were collected as research samples. The empirical results show that per-ceived risk will positively affect word-of-mouth's willingness to modify motorcycles, but customized needs will not have an interfering effect on perceived risk and willingness to modify motorcycles.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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