過去有許多學者對於顧客留存，即顧客的再購意願的因素有所研究，但多數以特定品牌或有特色的產業為例。本研究以量販店業此一業態進行研究，其產業不僅為國民民生消費的重要產業，另一方面，該產業的產品較難做出差異化，因此策略重點應擺在產品以外的因素。本研究透過關係行銷結合方法此構面作為自變數，探討此產業顧客的再購意願，並以關係品質作為中介變數觀察其中介效果。本研究將以「關係行銷結合方法」及此變項下的「財務性結合」、「社會性結合」及「結構性結合」三個子構面對「顧客再購意願」做迴歸分析，並加入「關係品質」此一中介變數的考量，並進一步討論其影響效果。
本研究利用便利抽樣法共計回收232份有效問卷樣本，並進行迴歸分析。結果發現：關係行銷結合方法、財務性結合、社會性結合及結構性結合均對關係品質與顧客再購意願有著正向相關，於中介效果部分，關係品質於自變數對依變數的影響中皆具中介效果。於社會性結合與顧客再購意願間為完全中介效果，其餘為部分中介效果。綜上所述，本研究認為量販店業者可以透過關係行銷結合方法提高顧客的再購意願。

There are papers discussing the factors of customers’ retention, that is, customers' willingness to repurchase, but most of them take specific brands or distinctive industries as examples. This study focuses on the industry of hypermarket, which is not only an important industry for nationals’ consumption, but on the other hand, it is difficult to differentiate its products. For firms in this industry, the strategic focus should be on factors other than products. Therefore, this study uses the dimensions of relationship marketing bonds as the independent variables to see the impacts on the repurchase intention of customers in this industry and uses relationship quality as the mediator to observe the mediation effect. This study aims to explore whether the dimensions of different relationship marketing bonds in the hypermarket industry improve customer retention. This study will conduct a regression analysis of "customer repurchase intention" under "relationship marketing bonds" and the dimensions under it, including "financial bond", "social bond" and "structural bond", and include the consideration of "relationship quality" as a mediator, and further discuss the effects.
There are 232 valid samples collected by convenience sampling. After that the regression analysis is performed. The results show that relationship marketing bonds, financial bond, social bond, and structural bond all have a positive correlation between relationship quality and repurchase intention, and the relationship quality has mediating effects in the influence of each independent variables on dependent variables. Between the social bond and the repurchase intention, there is complete mediation, and the rest is partial mediation. In summary, this study believes that hypermarkets could increase customers' willingness to repurchase through the relationship marketing bonds.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第一節 研究流程 4
第二章 文獻探討 6
第一節 關係行銷 6
第二節 關係品質 9
第三節 顧客再購意願 12
第四節 假說發展 13
第三章 研究方法 16
第一節 研究設計 16
第二節 抽樣設計 16
第三節 問卷設計 17
第四節 前測分析 21
第五節 資料分析方法 22
第四章 資料分析結果 24
第一節 敘述性統計分析 24
第二節 信度及效度分析 26
第三節 獨立樣本T檢定 32
第四節 單因子變異數分析 32
第五節 相關性分析 38
第六節 迴歸分析 40
第五章 結論與建議 45
第一節 研究結論 45
第二節 管理意涵 50
第三節 研究限制與建議 51
參考文獻 53
附錄 60

一、英文部分
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二、中文部分
1. 行政院環境保護署：一次用產品源頭減量宣導網，取自：https://hwms.epa.gov.tw/dispPageBox/onceOff/onceOffDetail.aspx?ddsPageID=EPATWH74&dbid=4111115217。

2. 吳宇衡（2019）。新零售對台灣零售量販業之策略行銷分析與零售業之產業研究－以R公司為例。﹝碩士論文。國立政治大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/h64s8k。

3. 林進南（2023）。零售式量販店業之現況與展望。台灣經濟研究院產經資料庫。

4. 黃于芮、李宗偉(2012)。綠色行動、綠色信任與再購意願探討：以台灣星巴克咖啡為例。運籌與管理學刊，第十一卷第一期，1-11。

5. 黃識銘、余泰魁（2006）。關係連結與未來關係互動之研究：關係品質中介效果。管理與系統，第十三卷第三期，265-292.

6. 經濟部統計處（2019）：產業經濟統計簡訊。取自：https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=6275。