產品知識、知覺風險、知覺價值、顧客滿意度與購買意願之研究—以投資理財商品為例

• Main Author: 王添成
• Other Authors: 林哲鵬
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/44807714185089987097

碩士 === 國立彰化師範大學 === 企業管理學系 === 99 === Abstract There are several brands in the insurance market. Consumers evaluate the brand image result in the different opinions. Several firms use marketing strategy to stimulate the purchase of the consumer. However, this is major issue whther the purchase willingness can be determined by implementing marketing activities. The purpose of research is to examine the relationship of product knowledge, perceived risk, perceived value, customer satisfaction & customer loyalty. The research uses personal interview to collect data. Accordingly, the statistical analysis method will adopt descriptive statistics, reliability analysis, factor analysis & regression analysis to test research hypotheses. The research results will be discussed.