臺北地區參與都市更新居民滿意度與忠誠度之研究--ECSI模式之實證分析

The Satisfaction and Loyalty of Urban Renewal Residents in Taipei Region--The Empirical Analysis of ECSI Model

本文旨藉由歐洲顧客滿意度模型(ECSI)分析都市更新地區居民滿意度及忠誠度，並以台北地區完成都市更新個案之居民為實證對象，經隨機抽樣選取150名住戶為樣本，調查後回收有效問卷124份。接著藉由結構方程式(SEM)來驗證各構面間的因果關係。經實證結果發現：(1)產品品質對更新居民感受到的知覺價值具有顯著影響；(2)產品品質對更新居民的滿意度具有顯著影響；(3)更新居民所感受到的知覺價值對於滿意度具有顯著影響；(4)更新居民的滿意度與忠誠度具顯著影響；(5)透過群組分析後發現，不同行政區之更新居民會干擾整體的結構方程模式。

The purpose of this study is to examine the relationship between satisfaction and loyalty of urban renewal residents by applying ECSI Model. The empirical objects of this research are the residents have accepted the urban renewal programs in Taipei Region. The study submitted 150 questionnaires to residents by Random Sampling. The returned and final valid questionnaire is 124 after investigations. We examine the relationships among the variables by applying Structural Equation Model (SEM). The results indicate that : (1) the quality of product and perceived value of the urban renewal residents is significantly positive; (2) the satisfaction of the urban renewal residents associated with the quality of product is significantly positive; (3) the relationship between perceived value and satisfaction of the urban renewal residents is significantly positive as well; (4) the satisfaction is positively and significantly associated with loyalty of the urban renewal residents; (5) the urban renewal residents of different districts affect the overall model after Cluster Analysis.