Research on the Relationship between Price Promotion, Customer Satisfaction and Customer Loyalty : Purchased Board Games on the Internet

• Main Authors: WANG, WEN-CHUN, 王文君
• Other Authors: Lin, Jen-Chih
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/wwk6md

碩士 === 國立臺北教育大學 === 數位科技設計學系(含玩具與遊戲設計碩士班) === 105 === According to the British Guardian "Board Game's Golden Age" article said, the past four years have seen board game purchases rise by between 25% and 40% annually. Thousands of new titles are released each year, and the top games sell millions of copies. This research was conducted by consumers who had purchased board games on the Internet. Questionnaire survey of 204 copies of the recovery of 204 questionnaires were effective rate of 100%. 24 questionnaires were not valid, while 180 questionnaires were valid. Response rate was 88%. The quantitative analysis of questionnaires was introduced through descriptive statistics, t-test, one-way ANOVA and Pearson’s product-moment correlation. The results of the analysis show that in the promotional pricing, promotion perceived value differs in occupations and personal average incomes. During customer loyalty, recommend to others differs in gender and occupations, repurchase intention differs in education level and occupations. In the customer satisfaction, product value and overall performance differ in personal average incomes. There was positive relationship between satisfaction and loyalty of customers.