預購通路中消費者產品知覺品質、滿意度及忠誠度間之關係－－不同零售通路型態的干擾效果

An Investigation of Perceived Product Quality, Satisfaction, and Customer Loyalty: Moderating Effect of Channel Choice in Pre-purchasing

隨著各類型零售通路逐漸被消費者所接受，消費者購買產品或服務的通路，已不再侷限於傳統的實體零售商店，如型錄、郵購、電視購物、網路購物等都是消費者可選擇的零售通路類型。在這些新興的零售通路消費管道中，消費者的產品知覺品質、滿意度及忠誠度之間的關係，是否會因零售通路類型而有所差異，實有必要加以探究。本研究以有預購經驗的消費者為研究的對象，探討在預購行為中產品知覺品質、滿意度與忠誠度間之關係，以及零售通路類型之調節效果對此關係之影響效果。研究結果顯示，產品知覺品質對顧客滿意度有顯著性且正向的影響效果，且顧客滿意度會正向影響顧客忠誠度。但不同類型的預購通路，並不會對產品知覺品質與顧客滿意度產生調節之影響。

As multiple channel purchasing has been accepted by consumers, it showed the trend that consumers may shopping from these channels (e.g., catalog, mail-order, TV shopping, on-line shopping, etc.). In this context, it needs to be addressed by researchers and practitioners to examine the relationships among ”perceived quality”, ”customer satisfaction”, and ”customer loyalty”, and the moderating effect of the types of channel on them. Data collected from the experienced pre-purchasing consumers to examine the relationships. The results showed that perceived quality had a significant positive effect on customer satisfaction, in turn, customer satisfaction was also found to has a positive impact on customer loyalty which demonstrating a mediator role between perceived quality and customer loyalty. Furthermore, our study also found that the various types of channel didn't play a moderator role between perceived quality and customer satisfaction.