本研究以曾在某安全鞋專賣店購買過鞋子經驗者為研究對象，探討產品品質、知覺價值、價格敏感度、口碑和顧客滿意度對其再購意願之影響，樣本蒐集採用問卷調查法，樣本蒐集期間為2021年12月15日至2022年2月15日止，回收有效樣本共計621份，研究問卷回收後經過整理編碼及建檔，以結構方程模型 (Structural Equation Modeling, SEM) 進行實證測驗，以產品品質、知覺價值及價格敏感度為自變數，口碑與顧客滿意度為中介變數，以再購意願為依變數。研究結果顯示，知覺價值、價格敏感度及顧客滿意度對口碑產生顯著正向影響；知覺價值對顧客滿意度產生顯著正向影響；價格敏感度、口碑及顧客滿意度對再購意願產生顯著正向影響。研究結果期望能提供業者，認知顧客對於安全鞋的產品品質與知覺價值，並了解顧客對產品的價格敏感度，做為相關業者未來營運計畫策略參考，期能提高顧客對專賣店的口碑與滿意度，進而影響顧客再購意願。

This study aims to examine the effects of product quality, perceived value, price sensitivity, word of mouth, and customer satisfaction on the repurchase intentions of the people who have purchased safety shoes experiences in the safety shoes store. There were 621 valid questionnaires collected and the data are analyzed by structural equation modeling (SEM). This study takes product quality, perceived value, and price sensitivity as independent variables, word of mouth and customer satisfaction as intermediary variables, and repurchase intention as the dependent variable. The empirical analysis results show that the perceived value, price sensitivity, and customer satisfaction have a significant positive impact on word of mouth; perceived value has a significant positive impact on customer satisfaction; price sensitivity, word of mouth, and customer satisfaction have a significant positive impact on repurchase intention. This study expects to provide the operators with a sense of the customer's product quality and perceived value for safety shoes, and to understand the customer's price sensitivity to the product, as a reference for the relevant industry's future business planning strategies, and to improve the word of mouth and satisfaction to safety shoes stores which in turn affects customer repurchase intentions.

誌謝 i
中文摘要 ii
Abstract iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究架構與流程 6
第二章 文獻探討與假說建立 9
第一節 產品品質 (Product Quality) 9
第二節 知覺價值 (Perceived Value) 11
第三節 價格敏感度 (Price Sensitivity) 13
第四節 口碑 (Word of Mouth) 15
第五節 顧客滿意度 (Customer Satisfaction) 17
第六節 再購意願 (Repurchase Intention) 19
第七節 假說發展 21
第三章 研究方法 29
第一節 研究架構 29
第二節 研究變數操作性定義及衡量 30
第三節 問卷設計 35
第四節 資料收集方法 37
第五節 資料分析方法 38
第四章 實證研究與分析 41
第一節 敘述性統計分析 41
第二節 衡量信度與效度分析 49
第三節 相關性分析 58
第四節 結構方程模型分析 59
第五節 中介效果 63
第五章 結論與建議 67
第一節 研究結論 67
第二節 實務建議 69
第三節 研究限制與後續研究建議 70
參考文獻 73
附錄一 前測問卷信度分析表 84
附錄二 前測問卷項目分析表 85
附錄三 正式問卷信度分析表 87
附錄四 正式問卷 89

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