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Abstract

    Under the traction and driven of social progress and economic prosperity, the consumer market is growing so quickly while the social environment become more complex and worse, and more threat people would suffer from their lives and properties. On the other way, Taiwan is facing a serious shortage of manpower issue, combined with police business red tape, miscellaneous secret service to deal with security incidents, public service, it is difficult to deal with all the immediate response, civil police officers to fill the shortage, we have another type of non-governmental "police" - private security to fill the public police force to be inadequate. In today's highly competitive, the preservation of the security industry's market is nearly saturated, the preservation of the industry must have a high degree of customer trust and rely on to perform services. On the preservation of the security industry, if they want to make preservation of vicious competition and driven away from a more reasonable, legitimate business, so performance rapidly upgraded, the first thing is to understand the needs of consumers.

   In view of this, this paper attempt to explore the impact of service quality, product involvement, perceive risk on purchase intention. For affected consumer¡¦s major factor in purchase motivation, providing accurate and appropriate marketing strategies to improve the security customer¡¦s purchase intention. This paper take Taiwan¡¦s consumer as the research objects, using the questionnaire form, to analysis the 154 sub-effective samples.

It¡¦s found that on security market service quality does not have a positive effect on purchase intention. Consumer¡¦s purchase intention is higher when their security product involvement is improving. While the perceive risk does not have a negative effect on purchase.

At last, this paper made some suggestions to security companies in accordance with the empirical conclusions, which may good to the security industry.

Keywords: security, purchase intention, service quality, product involvement, perceive risk

 

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2.21«O¥þ¤½¥q·|°w¹ï¤£¦P»Ý¨D´£¨Ñ­Ó§OªA°È

.7928

.9318

 

ªí20ªA°È«~½è«H«×¤ÀªR(§R°£ÃD¶µ«á)

¶µ¥Ø

Item-Total Correlation

Alpha if Item Deleted

Cronbach's £\

2.2«O¥þ¤½¥q¨ã¦³²{¥N¤Æªº«O¥þ¾¹§÷

.5884

.9745

.9737

2.3¥i¥Ñ¤½¥qºô¯¸ÁA¸Ñ¹q¤l«O¥þ²£«~ªº¸Ô²Ó°T®§

.6050

.9743

2.4¹q¤l«O¥þ²£«~ªºªA°È«´¬ù²LÅã©öÀ´

.6974

.9735

2.5«O¥þ¤½¥qªºªA°È¤H­ûÅý§Úı±o¦w¥þ¥i¾a

.6968

.9735

2.6·í§Ú¹J¨ìªA°È¤Wªº°ÝÃD®É¡AªA°È¤H­û·|¼ö§ÕªºÀ°§U§Ú¸Ñ¨M

.8722

.9715

2.7«O¥þ¤½¥q·|¦b©Ó¿Õªº®É¶¡´£¨ÑªA°È

.7784

.9726

2.8«O¥þ¤½¥q·|¥¿½T°O¿ý§Úªº¸ê®Æ¤Î­n¨D

.8464

.9719

2.9·í§Ú¹J¨ì§xÃø®É¡A«O¥þ¤½¥q¯à¥ß§Y爲§Ú´£¨Ñ¹q¸Ü¿Ô¸ßªA°È

.8322

.9720

2.10·í§Ú¹J¨ì§xÃø®É¡A«O¥þ¤½¥q¯à¥ß§Y¬£»º¤H­û¨ì²{³õ爲§ÚªA°È

.8748

.9715

2.11«O¥þ¤½¥q·|¥D°Ê¦V§Ú´£¨Ñ«áÄòªA°È

.8870

.9713

2.12ªA°È¤H­û¤£·|¦]¦£¸L¦Ó«åºC§Ú

.8414

.9719

2.13»P¤½¥q­û¤u±µ¬¢¹Lµ{¡AÅý§Úı±o«H¿à

.8631

.9717

2.14«O¥þ¤½¥q§Î¶H¨}¦n¡AÅý§Ú¥i¥H©ñ¤ß§ë«O¡C

.8618

.9717

2.15·~°È¤H­û¨ã¦³¨¬°÷ªº±M·~ª¾ÃÑ¡A³£¯à¦^µª§Ú¸ß°Ýªº°ÝÃD

.7858

.9725

2.17«O¥þ¤½¥q¦³§¹µ½ªº°]°È¨î«×

.8825

.9714

2.18«O¥þ¤½¥q·|¤£©w´ÁÃö¤ß«O¥þ¾¹§÷ªº±¡ªp

.8534

.9717

2.19«O¥þ¤½¥q·|´£¨Ñ«O¥þ¾¹§÷¤ÎªA°È¸ê°Tµ¹§Ú

.8500

.9718

2.20´£«e§iª¾«O¥þ¦X¬ù¨ì´Á¬O«O¥þ¤½¥qªº­«­n¾³d

.7868

.9725

2.21«O¥þ¤½¥q·|°w¹ï¤£¦P»Ý¨D´£¨Ñ­Ó§OªA°È

.8155

.9722

 

 

¦b¯A¤J«×¶qªíªº«H«×¤ÀªR¤¤¡A¸Óºc©À¤Î¦UÃD¶µªºCronbach's £\«Y¼Æ¦pªí21©Ò¥Ü¡C¯A¤J«×ºc©ÀªºCronbach's £\«Y¼Æ¬°0.8532¡A¦ýÃD¶µ3.5ªº¥­§¡µÑ¨úÅܲ§¶q§¡§C©ó0.5ªº«Øij­È¡A¬G§R°£¤§¡C§R°£«á¡A­«·s­pºâCronbach's £\«Y¼Æ»P¥­§¡µÑ¨úÅܲ§¶q¡C­«·s­pºâ«á¸Óºc©ÀªºCronbach's £\¬°0.8519¡A¥­§¡µÑ¨úÅܲ§¶q§¡°ª©ó0.5ªº«Øij¤ô·Ç¡A¦pªí22©Ò¥Ü¡A¬G«O¯d³Ñ¾lÃD¶µ¡C

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Item-Total Correlation

Alpha if Item Deleted

Cronbach's £\

3.1§Ú«ÜÃö¤ß¹q¤l«O¥þ²£«~ªº¬ÛÃö¸ê°T

.6393

.8300

.8532

3.2§Ú·|¸ß°Ý幷°Ñ¦Ò¥L¤Hªº§ë«O¸gÅç

.6526

.8296

3.3§Ú·|¹ï«O¥þ·~°È¬ÛÃöªº¼s§i·P¿³½ì

.5718

.8396

3.4§Ú·|Æ[¹îªþªñ¾F©~ªº¿ï¾Ü

.5495

.8413

3.5 ¿ï¾Ü¦X¾Aªº«O¥þ産«~¬O¤@¶µ«Ü½ÆÂøªº¤u§@

.4639

.8519

3.6§Ú·|¥J²Ó¦U­Ó¤½¥qªº«O¥þ²£«~¡A¦A¶i¦æ§ë«O

.7106

.8224

3.7 ¿ïÁÊ«O¥þ²£«~­n¯Ó¶O¸ûªø®É¶¡

.6199

.8330

3.8§Ú·|­n¨D¦³¸gÅ窺ªB¤Í¤¶²Ð

.5846

.8371

 

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Item-Total Correlation

Alpha if Item Deleted

Cronbach's £\

3.1§Ú«ÜÃö¤ß¹q¤l«O¥þ²£«~ªº¬ÛÃö¸ê°T

.6790

.8212

.8519

3.2§Ú·|¸ß°Ý幷°Ñ¦Ò¥L¤Hªº§ë«O¸gÅç

.6450

.8273

3.3§Ú·|¹ï«O¥þ·~°È¬ÛÃöªº¼s§i·P¿³½ì

.5965

.8356

3.4§Ú·|Æ[¹îªþªñ¾F©~ªº¿ï¾Ü

.5181

.8461

3.6§Ú·|¥J²Ó¦U­Ó¤½¥qªº«O¥þ²£«~¡A¦A¶i¦æ§ë«O

.7073

.8181

3.7 ¿ïÁÊ«O¥þ²£«~­n¯Ó¶O¸ûªø®É¶¡

.5665

.8379

3.8§Ú·|­n¨D¦³¸gÅ窺ªB¤Í¤¶²Ð

.6079

.8325

 

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Item-Total Correlation

Alpha if Item Deleted

Cronbach's £\

4.1§Ú¾á¤ßÁʶR«O¥þ²£«~«á¡A¾¹§÷ªº»ù®æ·|¤U¶^

.7066

.9464

.9494

4.2§Ú¾á¤ß¶R¨ì©ù¶Qªº«O¥þ²£«~

.6651

.9475

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.7675

.9449

4.4§Ú¾á¤ß«O¥þ¤½¥q¤£¯à¤Î®É´£¨ÑªA°È¡A¾É­P§Ú°]°È¤Wªº·l¥¢

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.9441

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.9451

4.6§Ú¾á¤ßÁʶR«O¥þ¾¹§÷¤§«á¡A«O¥þ¤½¥q¤S±À¥X·s産«~

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.9453

4.7§Ú¾á¤ßÁʶRªº«O¥þ¾¹§÷·|µo¥Í¬G»Ù

.7630

.9450

4.8§Ú¾á¤ß¥Ñ©ó¿ï¾Ü¦X¾Aªº«O¥þ¤½¥q®ö¶O¤Ó¦hªº®É¶¡

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.9462

4.9§Ú¾á¤ß¥Ñ©ó´M§ä¦X¾Aªº«O¥þ¾¹§÷¦Ó®ö¶O¤Ó¦h®É¶¡

.7307

.9458

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.7043

.9465

4.11§Ú¾á¤ßÁʶRªº«O¥þ¾¹§÷¡A²£¥Íªº¹qºÏªi¿ç®g·|³y¦¨§Ú¨­®Çªº¤H¨­Åé¤Wªº¶Ë®`

.7145

.9462

4.12§Ú¾á¤ß¨Ï¥Î«O¥þ²£«~¼vÅT¥Í¬¡«~½è

.7230

.9460

4.13§Ú¨Ï¥Î«O¥þ²£«~¡A§Ú¾á¤ß­Ó¤HÁô¨p·|µo¥Í¥~¬ª

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.9445

4.14ÁʶR«O¥þ²£«~¡A§Ú¾á¤ß­Ó¤H¸ê®Æ·|µo¥Í¥~¬ª

.7290

.9461

 

 

¦bÁʶR·NÄ@¶qªíªº«H«×¤ÀªR¤¤¡A¸Óºc©À¤Î¦UÃD¶µªºCronbach's £\«Y¼Æ¦pªí24©Ò¥Ü¡CÁʶR·NÄ@ºc©ÀªºCronbach's £\«Y¼Æ¬°0.7757¡A¦ýÃD¶µ5.1ªº¥­§¡µÑ¨úÅܲ§¶q§¡§C©ó0.5ªº«Øij­È¡A¬G§R°£¤§¡C§R°£«á¡A­«·s­pºâCronbach's £\«Y¼Æ»P¥­§¡µÑ¨úÅܲ§¶q¡C­«·s­pºâ«á¸Óºc©ÀªºCronbach's £\¬°0.8516¡A¥­§¡µÑ¨úÅܲ§¶q§¡°ª©ó0.5ªº«Øij¤ô·Ç¡A¦pªí25©Ò¥Ü¡A¬G«O¯d³Ñ¾lÃD¶µ¡C

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Item-Total Correlation

Alpha if Item Deleted

Cronbach's £\

5.1½Ð°Ý±zÁʶR¹q¤l«O¥þ²£«~ªº¸gÅç¬O¡H

.2257

.8516

.7757

5.2§ÚÄ@·NÁʶR¹q¤l«O¥þ²£«~

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.6928

5.3¥¼¨Ó¤@¦~¤º§Ú·|ÁʶR¹q¤l«O¥þ²£«~

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.6224

5.4¥¼¨Ó¤@¨ì¤T¦~¤º§Ú·|ÁʶR¹q¤l«O¥þ²£«~

.7433

.6240

 

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Item-Total Correlation

Alpha if Item Deleted

Cronbach's £\

5.2§ÚÄ@·NÁʶR¹q¤l«O¥þ²£«~

.6293

.8779

.8516

5.3¥¼¨Ó¤@¦~¤º§Ú·|ÁʶR¹q¤l«O¥þ²£«~

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