| Summary: | 碩士 === 國立東華大學 === 高階經營管理碩士在職專班 === 96 === By using the Structural Equation Modeling technique, this study tries to explore the relationships among pro-customer value variables (interactivity/ telepresence/ focused attention/ involvement), customer value (experiential value/ utilitarian value), customer satisfaction, and repurchase intention. Taking the TV shopping industry for example, we hope to find out which variables above could influence the repurchase intention of consumers, and propose some future suggestions for proprietors of the TV shopping industry.
Depending on the analysis of real evidences, these research results have four main implications:
1. With appropriate samples selected with Structural Equation Modeling, the results indicated that the aforementioned theoretical model could be substantiated with the empirical data gathered. Thus, this paper substantiates the existence of the eight constructs, and there are inter-relationships among them.
2. From customer value to customer satisfaction, the results show that utilitarian value, comparing to experiential value, has a greater impact on customer satisfaction. It indicates that the original source of customer satisfaction is the basic point of products- utilitarian.
3. In total effects analyzing, we find that the variable involvement in the pro-customer value can make the most influence on repurchase intention, the following is interactivity, and the last one is focused attention.
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