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題名 | 影響消費者選擇非營利組織提供勞務因素之研究--以陽光洗車中心為例=The Study of the Factors Affecting Choice of Non-Profit Organization Offering Services--A Case Study of Sunshine Car Wash Center |
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作者 | 林妙雀; 葉佳瑜; Lin, Miao-que; Yeh, Chia-yu; |
期刊 | 輔仁學誌. 法管理學院之部 |
出版日期 | 20010000 |
卷期 | 32 2001[民90.] |
頁次 | 頁97-126 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 消費者特徵; 服務特質; 非營利組織特性; Consumer characteristics; Service features; Non-profit organization attributes; |
中文摘要 | 以提供公益為目的,盈餘不能自由分配的非營利組織,不僅藉由慈善捐贈的人溺己溺過程,可滿足個人精神慰藉,而且在政府財源困窘階段,協助公共部門推行社會福利事業,可彌補公共財之不足。回顧以往對非營利組織之研究,較側重於第三部門功能之發揮,至於成立附屬事業之營利行為,亦偏向產品較乏勞務提供之探討,而且研究方式也以個案調查為主,相對缺乏實際問卷調查與統計驗證。有鑑於此,本研究乃結合非營利組織、行銷學、服務業管理等理論,並搭配對陽光洗車中心顧客進行訪談之經驗,試圖建立以消費者特徵及服務特質為自變數,非營利組織特性為干擾變數,消費者勞務需求為因變數之整合性架構。 針對平常與例假日前往洗車顧客,進行便利抽樣,共計回收203個樣本,並配合信度與效度分析、T檢定、相關分析、迴歸分析、因素分析、集群分析,變異數分析予以驗證。其結果發現在人口統計變數方面,男性與高所得者皆較女性與低所得者,對非營利組織所提供的勞務需求次數愈多,且隨著年齡增長,所需求勞務的品項也愈多,同時來自關心群、穩健群與公益群等差異化生活型態的不同群組,亦對顧客消費頻率呈現顯著差異性。其次,服務特質部份,非營利組織提供勞務的地點軟硬體設施完善或服務快速便捷者,消費者勞務需求頻率相對提高;而且縮短顧客等待時間,多給予溫馨親切的服務,皆有助於顧客增加需求品項。再者,就非營利組織特性而言,建立良好非營利組織公益形象,多多宣導輔助社會弱勢團體就業之庇護職場觀念,在人類惻隱之心激盪下,每每提昇善心人士再度光臨的機會。另外,緣於過去忽略之交互效果,本研究運用變異數分析予以驗證,並得悉不同年齡層、等待時間長短、地點軟硬體設施良窳,搭配差異化庇護職場認同程度,對於非營利組織之勞務需求頻率具有顯著差異性,而且高低學歷與不同庇護職場相互結合,亦對勞務需求品項呈現差異化。 |
英文摘要 | The objective of a non-profit organization, whose earnings are restricted so as to be not freely distributed, is to provide public welfare. According to its objectives, the non-profit organization not only helps people obtain comfortable satisfaction but also gives the public sector direct assistance by implementing social welfare goals. In recent years, studies on non-profit organizations have emphasized the role of third parties rather than affiliated businesses. When research on such businesses has been undertaken it has looked at product supply rather than service provided and has been case-based, without statistical analysis. Hence, this study combines the non-profit organization, marketing, management for service with interviews with actual customers at the Yang-Kwan Car Wash Center. And then it tries to construct consumer characteristics and service features as independent variables, non-profit organization attributes as moderator variables, and consumers' service arranged as dependent variables. In order to increase the accuracy of convenient sampling, 203 samples were collected not only on the busy weekend, but also on normal weekdays. Based on the reliability, validity analysis, T test, correlation analysis, regression analysis, factor analysis, cluster analysis, and ANOVA, the results in demographic variables show that males and high-income groups request services more often than females and low-income groups. Different ages and diverse life styles have obvious effects on shopping items and shopping frequencies. As long as the quality of the physical environment is improved, more consumers will be widely attracted. Certainly, more hospitable service and shorter waiting time really attract many more customers thus increasing the consumption items. On the other hand, the way to attract charitable people back again is to promote their natural compassion by creating wonderful philanthropic images and advocating sheltered workshop concepts for minority groups in society. As to the neglected effects, implementing ANOVA reveals that matching different level of ages, the length of waiting time, the offerings of hardware/software establishments respectively with the commitment extent of sheltered workshops will significantly have the cross effects of service-demanding frequencies. Simultaneously, connecting different educational levels with various sheltered workshop concerns also obviously has an impact on consumption items. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。