Factors Affecting Purchase Decision on W Company’s Aluminum Extrusion

• Main Authors: Fei-WunHu, 胡惠文
• Other Authors: Hsin-Hong Kang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/76804811870837034484

碩士 === 國立成功大學 === 國際經營管理研究所碩士在職專班 === 104 === This study primarily focused on exploring the determining factors for the repeat purchase of aluminum products of Company W using the companies who had purchased from Company W in the past three years as the study subjects. 100 questionnaires were distributed and 84 were returned, an effective return rate of 84%. Based on the 84 returned questionnaires, a statistical analysis software, SPSS, was used to perform reliability and validity analysis. A regression analysis based on Linear Probability Model using E-View software was then performed. The final regression results of an adjusted coefficient of determination (R-Squared) reaching 96% showed a very satisfactory explanatory power of the model overall. Results from the linear probability analysis indicated that (1) In terms of the customer satisfaction, quality satisfaction, price satisfaction, business personnel service satisfaction, and post-sales service and customer complaint satisfaction all showed significantly positive impact on repeat purchase. (2) In terms of the relationship marketing, trust and friendship with executives and recommendation by others or requirement by vendors showed significantly positive impact on repeat purchase. (3) In terms of the corporate image, a multitude of international certifications, company’s integrity and the level of customer trust, and the quality of the company and its level of professionalism showed negative impact on repeat purchase, albeit not statistically significant. (4) The annual sales of the customer companies of $50 million to $100 million and over $100 million showed significantly positive impact on repeat purchase.