以推力-拉力-繫住力理論探討攜帶型製氧機顧客之轉換意圖

TMUIR > College of Management > Biotechnology Executive Master's Degree in Business Administration (EMBA) > Dissertations/Theses > Item 987654321/64565

Please use this identifier to cite or link to this item: http://libir.tmu.edu.tw/handle/987654321/64565

Title:	以推力-拉力-繫住力理論探討攜帶型製氧機顧客之轉換意圖 Exploring Customer Conversion Intentions of Portable Oxygen Concentrators Using the Push-Pull-Mooring Theory
Authors:	葉哲瑋 Yeh, Che-Wei
Contributors:	管理學院生物科技高階管理碩士在職專班蕭育仁
Keywords:	攜帶型製氧機;顧客轉換意圖;推力-拉力-繫住力理論 Portable Oxygen Concentrator;Customer Conversion Intentions;Push-Pull-Mooring Theory
Date:	2024-01-05
Issue Date:	2024-11-06 10:42:11 (UTC+8)
Abstract:	本研究旨在探討推力-拉力-繫住力理論在攜帶型氧氣機市場中的應用，透過分析醫療需求、市場競爭、品牌忠誠度、價格敏感度、滿意度以及技術支援與服務等因素對顧客轉換意圖的影響。研究對象為使用攜帶型氧氣機的個人，透過統計方法和迴歸分析，評估各變數對轉換意圖的解釋力。研究結果顯示，在推力效果方面，醫療需求和市場競爭對轉換意圖均有正向影響，顯示顧客在考慮轉換時受到醫療需求的影響，同時市場競爭也是重要的考慮因素。然而，在拉力效果方面，品牌忠誠度和價格敏感度對轉換意圖的影響不具統計顯著性，顯示顧客對品牌的忠誠度和對價格的敏感度對轉換意圖的影響程度有限。繫住力效果中，滿意度和技術支援與服務對轉換意圖的影響並不明顯，其中滿意度對轉換意圖呈現負向影響，但統計上不具顯著性。總體而言，本研究提供了對攜帶型氧氣機市場的深入了解，並針對推力、拉力、繫住力效果的各個因素提供了實證性的分析。這些結果對於氧氣機製造商和行銷專業人員提供了有價值的參考，以更好地理解顧客的需求和決策過程。 This study aims to explore the application of the Push-Pull-Mooring Theory in the Portable Oxygen Concentrator market by analyzing the impact of factors such as medical needs, market competition, brand loyalty, price sensitivity, satisfaction, and technical support and service on customer switching intention. The study focuses on individuals using Portable Oxygen Concentrators, employing statistical methods and regression analysis to assess the explanatory power of each variable on switching intention. The results show that, in terms of the push effect, both medical needs and market competition have a positive impact on switching intention, indicating that customers are influenced by medical needs when considering a switch, and market competition is also a significant consideration. However, in the pull effect, brand loyalty and price sensitivity do not show statistically significant impacts on switching intention, suggesting that customer loyalty to a brand and sensitivity to price have limited effects on switching intention. In the mooring effect, the impact of satisfaction and technical support and service on switching intention is not clear, with satisfaction showing a negative impact on switching intention but statistically insignificant. Overall, this study provides an in-depth understanding of the Portable Oxygen Concentrator market and offers empirical analysis of various factors within the Push, Pull, and Mooring effects. These findings serve as valuable insights for oxygen concentrator manufacturers and marketing professionals to better comprehend customer needs and decision-making processes.
Description:	碩士指導教授：蕭育仁口試委員：蕭育仁口試委員：周冠男口試委員：張巧真
Note:	論文公開日期：2024-01-16
Data Type:	thesis
Appears in Collections:	[Biotechnology Executive Master's Degree in Business Administration (EMBA)] Dissertations/Theses

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