RESEARCH ON THE INFLUENCES OF SALESPEOPLE CHARACTERISTICS, TRUST, CUSTOMER SATISFACTION AND PURCHASE INTENTIONS--THE MEDIATION EFFECTS OF CUSTOMER SATISFACTION AND TRUST

• Main Authors: Chih-hsiang Chen, 陳志翔
• Other Authors: Wei-shang Fan
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/96959450405481690780

碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 99 === 　　Because of the house transaction amount is huge and has the high difference to be unable likely the same as other products, and most of consumers in their life only have a small number of trading experience, because the real estate that different types of organization management and members of different quality, the salespersons are also different regarding with business ethics. Therefore, this study attempts to understand that the salesperson’s attribute, trust, customer satisfaction, on consumer purchase intentions to explore and research, so that it can obtain distribution and objective results between each variables. 　 　　Structural Equation Model is used to perform descriptive statistics analysis, reliability & validity analysis, hypothesis analysis, intervening analysis. The targets of this research are customers in Taipei and Taichung. This research adopts a convenience sampling method. 500 questionnaires were issued. 400 of them were retrieved, out of which 42 are invalid and 358 are valid. The research results show that all hypothesis are support in our research.