The effect of customer perceived value on trust satisfaction and repurchase intention

[[abstract]]商業交易模式隨著時間不斷的變化，雖然電子商務交易日新月異，但並非所有人都能接受這種交易模式，在票券產業消費者面對通路的虛擬，以及票券使用的認知不一致性，使得實體票券在實體通路商店販售模式似乎重新被消費者所青睞。 本研究根據顧客認知價值理論、及信任理論、滿意度及再購意圖，提出一研究架構，並以實體票券通路商店消費者為研究對象，資料蒐集方法是針對實體票券通路商店內消費的消費者以及便利抽樣為主，以及進行探討，共取得347份有效樣本。 本研究以結構方程模式(SEM)驗證研究假設，經由實證得出以下結果：(1)認知價值會正向影響顧客信任、顧客滿意度及顧客在購意圖(2) 顧客信任會正向影響顧客滿意度；但對再購意圖沒有直接影響，而是藉由滿意度進行中介(3)顧客滿意度會正向影響顧客再購意圖。 本研究結果顯示企業提高顧客的認知價值才能最有效的提高顧客的在購意圖，藉由提高顧客的認知價值，能同時增加顧客信任、滿意度及再購意圖。企業在制定政策時必須了解消費者心中的認知價值形成因素，了解並滿足消費者的需求，提升其滿意度，而非單靠形式上的信任政策，期待顧客會再度消費。[[abstract]]Business transcation model is constantly changing with time Although E-commerce transaction changes every day not everyone can accept this transcation model Facing the virtuality of channel and the cognitive inconsistency of using ticket in the ticket industry customers seem to favour physical tickets and physical channel business model Based on theories of customer perceived value trust satisfaction and repurchase intention the study proposes a research framework Customers of physical ticket channel are used as the main research objects Focusing on customers who consumed in physical ticket channel this research adopts the convenient sample investigation method A total of 347 valid questionnaires are received This study uses SEM to verify hypothesis and empirical results are as followings: 1 perceived value will positively influence customer trust customer satisfaction and repurchasing intention 2 Customers trust will positively influence customer satisfaction; but has no direct effect on repurchase intention and satisfaction conducted by an intermediary 3 Customer satisfaction will positively influence repurchase intention The results of this study show that improving customers’ perceived value is the most effective way to improve customers’ purchase intention Moreover by improving perceived value of customer it can also increase customer confidence satisfaction and repurchase intentions Company must understand the form factor of perceived value in minds of consumer when developing policy Company also needs to understand and meet the needs of consumers to enhance their satisfaction instead of relying on trust polic