The effect of service contact and consumer experiential value on purchase behavior

• Main Author: 林怡君
• Other Authors: 王賢崙
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/06469468117098792414

碩士 === 明新科技大學 === 企業管理研究所 === 97 === With dramatic changes in the economic structure, competition has gradually been greater and greater. While differences between products are getting less and less, the key to the future success of a business will certainly be turning more and more service-oriented besides low or high technology. Service encounters are face-to-face interaction between service suppliers and consumers, which is a crucial factor that determines experiential value. This study categorizes service encounters into physical evidence and personnel contact to discuss different personal experiences from various types of service encounters. Consumption experience can be molded. A corporation should become a good experience provider and good experiences can boost consumers' satisfaction and purchase behavior. As a result, the purpose of this research is to examine influences of service encounters and consumers' experiential value on purchase behavior. The survey was conducted in questionnaires. There were 250 questionnaires and 245 of them were valid. Analysis of the data was based on structural equation models to review the theoretical models proposed in this research and the statistical software AMOS was adopted as the analysis tool in the study. The results of the research are as the following: 1. That service encounters have strong influence on experiential value stands. 2. That service encounters have significant effect on purchase behavior stays true. 3. That experiential value affects purchase behavior is partially validated.