Factors Affecting Continuous Purchase Decision on Y Company’s Cable Accessories

• Main Authors: Long-FonWu, 吳榮鋒
• Other Authors: Hsin-Hong Kang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/23rj6m

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 105 === This study is mainly for cable-tie products, here is called“wiring accessories”. Due to the low cost, they have had so wide application that their market becomes so much competitive in price. In recent years, China identifies himself the workshop of the world, and initiates price war. With the global recession, and depressed demand, the low-cost market is often heard over requested quality. This study primarily focused on exploring the key factors for the repeat purchase of Company Y’s wiring accessories by using the companies who had purchased from Company Y in the past three years as the study subjects. 140 questionnaires were distributed and 88 were returned, an effective return rate of 63%. Based on the 88 returned questionnaires, statistical analysis software, SPSS and E-View software, are applied to perform factor loading、reliability、validity analysis、Pearson correlation analysis and regression analysis based on Linear Probability Model accordingly. All items of each constructs are all satisfied. And, every factor has perfectly high consistency and reliability among its items. The final regression results of an adjusted coefficient of determination (R-Squared) reaching 87.7% shows a very satisfactory explanation of the model overall. Results from the linear probability analysis indicates that customer satisfaction and customer relationship both constructs shows positively and significantly impact on repeat purchase. It also shows the followings: (1) 「a complete repurchasing order」of the customer relationship construct has the most positively and significantly impact on repeat purchase. (2) In terms of the customer satisfaction construct, 「state-of-art technology」、 「respect attitude」、and 「good value for price」all have positively and significantly impact on repeat purchase. (3) Among Company Y’s customer data or variables, only customers graded A class Vs. customers graded C has positively and almost significantly difference on repurchasing behavior. This meant customers who has greater amount of annual transaction with the focal firm will be more likely to repurchase Company Y’s product. Others showed that customer location, customer grade, and customer type to repurchase Company Y’s product make no significant difference.