本研究以數位相框為例，透過Cronbach’s α信度檢定、Pearson相關分析與單因子變異數分析等統計方法，探討「產品設計」、「消費者購買行為」與「顧客滿意度」、「顧客忠誠度」間之關聯性及影響因素，以期提供未來數位相框業者在產品設計與行銷策略之建議。
研究發現，產品設計的三個構面「外觀設計」、「基本功能」及「操作介面」，與消費行為的三個構面「消費動機」、「使用情境」與「未被滿足的需求」呈現顯著正相關，顯示數位相框的產品設計確實會對消費行為產生一定程度之影響。而研究亦發現，產品設計與滿意度及忠誠度呈現顯著正相關，且消費行為與滿意度及忠誠度亦呈現正相關。 / This research takes example of digital photo frame, to explore the relationship and factors that affect product design, consumer behavior, customer satisfaction and customer royalty. It expects to set recommendations of product design and marketing strategy for the digital photo frame makers in the future.
The research found, that the three dimensions in Product Design, including appearance design, basic functions, and operational interface are positively relevant to the three dimensions in Consumer Behavior, which are motivation, user scenario, and unsatisfied demand. This means the product design has certain level of affect on the consumer behavior. The research also found that, the product design has significant positive relevance with customer satisfaction and royalty, and the consumer behavior also shows positive relevance with satisfaction and royalty.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0094932307 |
| Creators | 陳俊翰, Chen, Chun Han |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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