近幾年受到卡債、金融風暴以及油價攀升的影響，我國各產業皆受到影響，汽車業也不例外，雖然各品牌汽車銷售量都下滑，但Toyota仍在不景氣中佔居銷售第一，本研究主要在探討顧客價值、顧客滿意度、口碑與再購意願之間的關聯性，以汽車產業做為研究母體，並以Toyota車主作為研究樣本，共計發放375份，回收258份。本研究透過線性結構化方程式模型將顧客價值、顧客滿意度、口碑與再購意願的影響進行實證分析，研究結果發現，顧客滿意度會透過顧客價值對口碑及再購意願造成影響，顧客價值是具部份中介效果。

In recent years comes under the influence which the card debt, the financial storm as well as the oil price climb, various industries all comes under the influence in our country, the automobile industry is not exceptional, although various brands automobile sales volume all glides down, but Toyota still in not booming occupied sells first, this study mainly investigates the relationship among customer value, the customer satisfaction, word-of-mouth and repurchase intention. Toyota was selected as this research object. 375 questionnaires were issues and 258 valid replies were received. This study uses the structural equation model to empirically explore the relationships among customer value, customer satisfaction, word-of-mouth and repurchase intention. The research results indicates customer satisfaction has an effect on word-of-mouth and repurchase intention through customer value, and customer value has a partial mediation effect.

目錄
淡江大學研究生中文論文提要	I
目錄 III
表目錄 V
圖目錄 VI
第一章 緒論	1
1.2研究動機 4
1.3研究目的 7
第二章 文獻探討 9
2.1 TOYOTA介紹 9
2.2顧客價值(CUSTOMER VALUE)	13
2.2.1顧客價值之定義 13
2.2.2顧客價值的衡量 16
2.2.3小結	17
2.3顧客滿意度(CUSTOMER SATISFACTION)	18
2.3.1顧客滿意度之定義 18
2.3.2顧客滿意度的衡量 20
2.3.3小結	 21
2.4口碑(WORD-OF-MOUTH) 21
2.4.1口碑之定義 22
2.4.2口碑的衡量 23
2.4.3小結	 25
2.5再購意願(REPURCHASE INTENTION) 25
2.5.1再購意願之定義 25
2.5.2再購意願的衡量 28
2.5.3小結	 29
2.6 研究假設 29
2.6.1顧客價值與口碑之關聯性	 29
2.6.2口碑與再購意願之關聯性	 30
2.6.3顧客價值與再購意願之關聯性 31
2.6.4顧客滿意度與口碑之關聯性 32
2.6.5顧客滿意度與再購意願之關聯性 33
2.6.6顧客價值與顧客滿意度之關聯性 34
2.6.7顧客價值、顧客滿意度、口碑與再購意願之關聯 35
2.7 顧客價值、顧客滿意度、口碑、與再購意願之相關變數探討 37
2.7.1小結	 37
第三章  研究方法 40
3.1研究架構 40
3.2操作型定義與變數衡量 40
3.2.1顧客價值 41
3.2.2顧客滿意度 41
3.2.3口碑	 42
3.2.4再購意願 42
3.2.5個人變項 42
3.3研究樣本及取樣程序 43
3.4問卷預試與信度分析 44
3.4.1系統性偏誤 44
3.4.2信度分析 45
3.5 資料分析方法 49
第四章  資料分析與結果 51
4.1樣本結構分析 51
4.2估計方法選擇 53
4.3測量模型分析 53
4.3.1驗證性因素分析 53
4.3.2信度分析 57
4.3.3效度分析 58
4.4相關分析 59
4.5理論模型分析 61
4.6研究假設檢定 62
4.7理論模型之修正	66
第五章  結論 68
5.1研究結論 68
5.2管理意涵 69
5.3研究限制 74
5.4未來研究方向及建議 75
參考文獻	78
一、中文文獻 78
二、英文文獻 79
附錄：本研究正式問卷 87
表目錄
表1-1 2008年1~8月我國汽車中心廠銷售量及其品牌掛牌數 5
表2-1 Toyota 研發歷程 11
表2-2 各學者對顧客價值的定義 14
表2-3 各學者對顧客滿意度的定義 18
表2-4 各學者對口碑的定義 23
表2-5 各學者對再購意願的定義 26
表3-1 Toyota預試問卷構面題項分配及Cronbach’s α信度 46
表3-2 TOYOTA預測之基本資料	46
表4-1 Toyota人口變項之分部情形 51
表4-2 觀察變項之平均數、標準差、偏態與峰度 53
表4-3 CFA判斷標準一覽表 55
表4-4 各變項之一階驗證性因素分析結果表 56
表4-5 正式問卷一階因素信度分析結果表	57
表4-6 一階因素建構信度 58
表4-7 一階因素收斂效度分析結果表 58
表4-8 構面相關矩陣	61
表4-9 路徑分析結果 63
表4-10 直接效果與間接效果 65
表5-1 假設驗證結果彙整表 68
圖目錄
圖1-1 我國汽車貸款走勢概況	1
圖1-2 2005年7月~2007年7月國際及國內油價走勢 2
圖1-3 1997~2006年汽車中心廠的競爭情勢變化圖 3
圖1-4 研究流程圖 8
圖2-1 研究地圖 39
圖3-1 研究架構 40
圖4-2 修正之研究路徑圖 67
圖5-1 未來研究發展圖  77

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