論文名稱：消費者購買行為之研究 - 以越南線上購買鮮花為例	頁數：83
校系(所)組別：淡江大學 國際企業學系碩士班                                             
畢業時間及提要別：	107學年度第 2 學期	碩士學位論文提要
研究生：阮氏蓮	指導教授：賴錦璋 博士
論文提要內容：

隨著社會、經濟環境的改變，人們生活型態也跟著改變，再加上網際網路的發展，線上購物愈來愈普及，導致消費者購買的行為也隨之而變。越南是一個受傳統文化影響的國家，民眾熱愛玩花弄草，在生活中處處現花踪。近年來，越南經濟持續成長，2017年國內生產毛額已達 2238 億美元。同時，電子商務也快速成長，在2014年，越南的電子商務營業總僅為29.7 億美元，但2018年以增加到 80億美元，成長率高達169％。其中線上購買鮮花/植物在整體線上購物僅占 9%，顯示越南網路花店仍有發展空間。
本研究藉由在越南線上購買鮮花為例，來探討共享價值與溝通對顧客滿意度之影響，以及顧客滿意度對消費者購買行為之影響。透過網路問卷所取得305份有效樣本，採用 SPSS 統計軟體分析，並以敘述統計、探索性因素分析、相關係數分析及迴歸分析等統計方法進行資料的分析。經資料分析後，得出本研究之研究結論：共享價值對顧客滿意度有正向影響，溝通對顧客滿意度有正向影響，顧客滿意度對消費者購買行為有正向影響。確保與顧客有共享價值觀，即時回應顧客的需求可以提升顧客滿意度，進而提升消費者的購買行為。



關鍵字：共享價值、溝通、顧客滿意度、消費者購買行為
＊依本校個人資料管理規範，本表單各項個人資料僅作為業務處理使用，並於保存期限屆滿後，逕行銷毀。
表單編號：ATRX-Q03-001-FM030-03

Title of Thesis：A Study on Consumers' Purchase Behavior	
    - The Case of Online Purchase Flowers in Vietnam.
Total pages: 83
Key word:  Shared Value, Communication, Customer Satisfaction, Consumer Behavior

Name of Institute:  Department of  International Business, Tamkang University
Graduate date: June, 2019	Degree conferred: Master
Name of student:  Nguyen Thi Lien
                  阮氏蓮

Advisor:  Chin-Chang Lai
            賴錦璋 博士
		
Abstract:
Following the rapid development of social and economical environments, people's lifestyles have also changed, and with the development of the Internet, online shopping has become more and more popular, therefore the consumers' purchases behavior has also changed. Vietnam is a country which influenced by traditional culture. People love to play with flowers and plants, and they are everywhere in daily life. In recent years, Vietnam’s economy has continued to grow, the gross domestic product (GDP) was worth 223.8 billion US dollars in 2017. At the same time, e-commerce has also grown rapidly. In 2014, Vietnam’s e-commerce business totaled was only 2.97 billion US dollars, but in 2018 it increased to 8 billion US dollars with a growth rate of 169%. Among them, online purchase of flowers and plants accounted for only 9% of the overall online shopping, indicating that there is still more opportunities  for developing online flowers shops in Vietnam.
This study aimed to explore for shared value and communication on customer satisfaction, as well as the explore of customer satisfaction on consumer buying behavior, through the case of online buying flowers in Vietnam. There are 305 samples the online survey in this research, apply SPSS statistic analysis, with method such as descriptive statistics analysis, exploratory factor analysis, coefficient of correlation analysis, regression analysis etc. After data analysis, the research conclusions of this study are obtained: shared value has a positive impact on customer satisfaction, communication has a positive impact on customer satisfaction, and customer satisfaction has a positive impact on consumer purchasing behavior. Ensuring that customers share values and responding to customer needs will improve customer satisfaction and increase consumer buying behavior.
		
According to “TKU Personal Information Management Policy Declaration“, the personal information collected on this form is limited to this application only. This form will be destroyed directly over the deadline of reservations. 
表單編號：ATRX-Q03-001-FM031-02

目次
謝誌	i
中文摘要	ii
英文摘要	iii
目次	v
表次	vii
圖次	ix
第一章	緒論	1
第一節	研究背景與動機	1
第二節	研究目的	4
第三節	研究流程	5
第二章	文獻探討	6
第一節	共享價值與溝通	6
第二節	顧客滿意度	12
第三節	消費者購買行為	20
第三章	研究方法	27
第一節	研究架構與假設	27
第二節	操作性定義及問卷設計	28
第三節	問卷發放與收集方法	32
第四節	資料分析方法	33
第四章	實證分析	37
第一節	敘述性統計分析	37
 
第二節	探索性因素分析	49
第三節	信度分析	54
第四節	相關係數分析	55
第五節	差異性分析	56
第六節	迴歸分析	60
第五章	結論與建議	64
第一節	研究結論	65
第二節	研究建議	66
第三節	研究限制	67

…

參考文獻	68
附錄一	中文問卷	75
附錄二	越南文問卷	79

表次
表 2-1		共享價值之定義	7
表2-2		溝通之定義	8
表2-3		顧客滿意度之定義	13
表2-4		消費者購買行為之定義	20
表2-5		一般消費者特性	24
表2-6		影響消費者行為之因素	25
表2-7		影響消費者決策過程因素	26
表3-1		共享價值變數操作性定義與衡量 	28
表3-2		溝通變數操作性定義與衡量 	29
表3-3		顧客滿意度變數操作性定義與衡量 	30
表3-4		消費者購買行為變數操作性定義與衡量 	31
表3-5		KMO 值之參考標準	34
表3-6		信度衡量標準	35
表3-7		相關係數範圍與意義	35
表4-1		受訪者性別統計	37
表4-2		受訪者婚姻狀況統計	38
表4-3		受訪者年齡統計	39
表4-4		受訪者教育程度統計	40
表4-5		受訪者職業統計	41
表4-6		受訪者的平均每月所得統計	42
表4-7		受訪者的每週上網時統計	43
表4-8		受訪者的過去一年線上購物次數統計	44
表4-9		共享價值構面之敘述性統計量	45
表4-10	溝通構面之敘述性統計量	46
表4-11	顧客滿意度構面之敘述性統計量 	47
表4-12	消費者購買行為之敘述性統計量 	48
表4-13	KMO 值及 Bartlett 球形檢定 	49
表4-14	共享價值構面之因素分析結果 	50
表4-15	溝通構面之因素分析結果	51
表4-16	顧客滿意度構面之因素分析結果	52
表4-17	消費者購買行為構面之因素分析結果 	53
表4-18	信度檢定 Cronbach’s α 	54
表4-19	各變數相關係數矩陣 	55
表4-20	基本資料在消費者購買行為之分析	56
表4-21	教育程度之Scheffe事後檢定	58
表4-22	過去一年網購次數之Scheffe 事後檢定	59
表4-23	共享價值對顧客滿意度之迴歸分析	61
表4-24	溝通對顧客滿意度之迴歸分析	62
表4-25	顧客滿意度對消費者購買行為之迴歸分析	63

圖次
圖1-1		越南GDP	1
圖 1-2		越南電子商務營業總額	2
圖 1-3		研究流程	5
圖2-1		瑞典顧客滿意模式(SCSB)	15
圖2-2		美國顧客滿意度模式	16
圖2-3		歐洲顧客滿意度模式	17
圖2-4		S    O     R 觀點看消費者購買行為	23
圖2-5		消費者一般性與特殊性連續尺度	23
圖2-6		購買行為模式	25
圖3-1		研究架構	27

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三、網站部分
1.	Dammio
https://www.dammio.com/
2.	Ecomobi
https://ecomobi.com/
3.	Hải Quan Việt Nam - General Department of Vietnam Customs
https://www.customs.gov.vn/
4.	Sở Khoa học và Công nghệ Lâm Đồng
http://lamdongdost.gov.vn/
5.	Vietnam E-commerce Association (VECOM)
http://en.vecom.vn/ 
6.	Worldbank
https://www.worldbank.org/