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研究生: 泰若莎
Sarocha Tanprathumwong
論文名稱: Effect of Primary Characteristics on Satisfaction of Secondary Characteristics
Effect of Primary Characteristics on Satisfaction of Secondary Characteristics
指導教授: 張巍勳
Chang, Wei-Shiun
學位類別: 碩士
Master
系所名稱: 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年: 2023
畢業學年度: 111
語文別: 英文
論文頁數: 58
外文關鍵詞: Equity theory, Fairness, Price, Purchase importance, Shipping, Delivery time, Service quality, E-commerce, Consumer Satisfaction
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  • TABLE OF CONTENTS ABSTRACT I ACKNOWLEDGMENTS III TABLE OF CONTENTS IV LIST OF TABLES VII LIST OF FIGURES VIII CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.2 Research Gap. 4 1.3 Research Objective. 4 1.4 Research Questions. 5 CHAPTER TWO LITERATURE REVIEW 6 2.1 Theoretical Background. 6 2.1.1 Equity Theory and Fairness. 6 2.1.2 Pricing Presentation. 8 2.1.3 Purchase Importance. 11 2.1.4 Consumer Satisfaction. 12 2.2 Hypothesis Development. 13 2.2.1 Primary Price Component and Service Satisfaction. 13 2.2.2 Secondary Price Component and Service Satisfaction. 15 2.2.3 Purchase Importance and Service Satisfaction 17 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 19 3.1 Research Framework. 19 3.2 Hypothesis Summary 19 3.3 Experimental Design. 20 3.3.1 Study Procedure. 20 3.3.2 Preliminary Test. 23 3.4 Measurement of Variables. 23 3.4.1 Measurement of Independent and Dependent Variables. 23 3.4.2 Manipulation Check. 24 3.4.3 Attention Check. 24 3.3.4 Demographic Measurement. 25 3.5 Sample and Data Collection. 25 3.6 Data Analysis. 26 3.6.1 Descriptive Statistics. 26 3.6.2 Factor Analysis and Reliability Test. 26 3.6.3 T-Test Analysis. 27 3.6.4 Multiple Regressions. 27 3.6.5 Analysis of Variance (ANOVA). 27 CHAPTER FOUR RESEARCH RESULTS 28 4.1 Data Analysis. 28 4.1.1 Data Collection. 28 4.1.2 Sample Characteristics. 28 4.1.3 Manipulation Check. 30 4.2 Descriptive Statistics. 31 4.3 Multiple Regression. 31 4.4 Main Effect, Interaction Effect, and Findings. 33 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 40 5.1 Research Discussion and Conclusion. 40 5.2 Theoretical Implication. 45 5.3 Managerial Implications. 47 5.4 Research Limitations and Suggestions for Future Research. 48 REFERENCES 50 APPENDICES 55 Appendix 1: The Screen of 12 Scenarios. 55

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