臺灣博碩士論文加值系統

顧客忠誠度可以降低消費者價格敏感度、企業行銷與服務成本，而提高企業利潤等正面影響，故如何提升與衡量顧客忠誠度遂成為企業重要議題之一。隨著環境因素的改變，顧客忠誠度的操作性定義從消費者外顯行為，顧客的態度與行為相併探討，再至具有階段性的顧客忠誠度，為顧客認知、情感、行為意圖、與行為忠誠。過程轉變的議題在於，企業已難以企業內部資源的經濟價值提升顧客忠誠度，必須尚加考慮企業外部資源，消費者態度或社會價值來提升顧客忠誠度。故企業應引進顧客參與生產或傳遞服務的機制以期能夠提升顧客忠誠度，再者根據文獻研究，顧客的參與目的即在於獲得經濟與社會價值，而且本質和階段性的忠誠度有所類似，所以本研究目的在於透過實證研究，探討顧客參與對顧客忠誠度二者關係與影響性。
本研究針對大學生發放問卷的方式，調查對目前所使用手機品牌的感覺，總共發放360份問卷，共計回收334份問卷，扣除嚴重漏答6份問卷，有效問卷為328份，有效回收率為91.1％。
研究結果顯示，顧客參與的事前準備階段對顧客認知忠誠有正向影響，資訊交換階段對顧客情感、行為意圖、行為忠誠有正向影響。因此在這體驗經濟時代中，企業如何在資訊上與顧客互動，創造積極對話、個人化經驗的環境，已成為企業管理的課題之一。

Customer loyalty can decrease consumer’ price sensitivity, business marketing and service cost,so that it increase business profit. So how to increase and measure customer loyalty becomes one of the important business issues. As environment and time go by, the operation definition of customer loyalty focused on consumer’ behavior, discussed with attitude and behavior, customer loyalty stage by stage（customer’ cognitive loyalty to affective loyalty to conative loyalty to action loyalty）. The transformation key issue is that business is difficult to use it’s inner resource to increase customer loyalty, and it must think it’s external resource, like the customers’ attitude and social value to increase customer loyalty. According to above the reasons, the business should use customer par-ticipation mechanism as possible to increase customer loyalty. Based on early re-searches, the purpose of customer participation is to gain economic and social value, and it’s nature is something like phase customer loyalty. Therefore, the purpose of this study is to examine the effect and relationship of customer participation on customer loyalty though empirical research.
The data is composed of undergraduate students in Chinese Culture University and is collected by 360 questionnaires. Of all samples, 334 questionnaires were returned.Of which 6 survey were unusable, with usable questionnaires totaling 328.The response rate is 91.1 percent.
The results indicate that preparation stage of customer participation is positive re-lated to customer cognitive loyalty, and information exchanging stage of customer par-ticipation is positive related to customer affective, conative, and action loy-alty.Therefore in this experiental economy, the business how to interact with the cus-tomers in information to create actively communication and customerized environment becomes one of the business management issues.

內容目錄
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii
英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v
內容目錄 ．．．．．．．．．．．．．．．．．．．．． vi
表目錄 ．．．．．．．．．．．．．．．．．．．．． viii
圖目錄 ．．．．．．．．．．．．．．．．．．．．． x
第一章 緒論．．．．．．．．．．．．．．．．．．． 1
第一節 研究背景．．．．．．．．．．．．．．． 1
第二節 研究問題與目的．．．．．．．．．．．． 5
第三節 研究重要性．．．．．．．．．．．．．． 8
第四節 研究限制．．．．．．．．．．．．．．． 10
第二章 文獻探討．．．．．．．．．．．．．．．．． 11
第一節 顧客忠誠度．．．．．．．．．．．．．． 11
第二節 顧客參與．．．．．．．．．．．．．．． 25
第三節 研究假設．．．．．．．．．．．．．．． 35
第三章 研究方法．．．．．．．．．．．．．．．．． 41
第一節 抽樣設計．．．．．．．．．．．．．．． 41
第二節 研究架構．．．．．．．．．．．．．．． 42
第三節 變數的操作性定義．．．．．．．．．．． 43
第四節 資料收集方法與樣本結構．．．．．．．． 49
第五節 資料分析方法．．．．．．．．．．．．． 52
第四章 基本資料分析．．．．．．．．．．．．．．． 55
第一節 顧客參與量表之信度分析與強度指標．．． 55
第二節 控制變數量表之信度與強度指標．．．．． 59
第三節 顧客忠誠度量表之信度分析與強度指標．． 67
第四節 顧客參與、顧客忠誠度與控制變數相關性． 71
第五節 顧客參與和顧客忠誠度之關係．．．．．． 76
第五章 結論與建議．．．．．．．．．．．．．．．． 85
第一節 結論與涵義．．．．．．．．．．．．．． 85
第二節 研究應用與討論．．．．．．．．．．．． 91
第三節 研究建議．．．．．．．．．．．．．．． 93
參考文獻 ．．．．．．．．．．．．．．．．．．．．． 95
附錄 研究問卷．．．．．．．．．．．．．．．．．． 105
表目錄
表 2- 1 顧客行為忠誠度之衡量．．．．．．．．．．．． 12
表 2- 2 顧客忠誠度與企業利潤之關係．．．．．．．．． 19
表 2- 3 顧客忠誠度來源與建立之研究．．．．．．．．． 20
表 2- 4 顧客演進與改變．．．．．．．．．．．．．．． 27
表 2- 5 消費者參與對消費者的影響．．．．．．．．．． 31
表 3- 1 研究樣本基本資料之分布情形．．．．．．．．． 51
表 4- 1 顧客參與四各子購面量表之信度分析．．．．．． 55
表 4- 2 事前準備強度指標主成分分析之結果．．．．．． 57
表 4-3 建立關係強度指標主成分分析之結果．．．．．． 58
表 4-4 資訊交換強度指標主成分分析之結果．．．．．． 58
表 4-5 干預行為強度指標主成分分析之結果．．．．．． 59
表 4-6 顧客滿意度信度與強度指標主成分分析之結果．． 60
表 4-7 產品績效信度與強度指標主成分分析之結果．．． 61
表 4-8 風險信度與強度指標主成分分析之結果．．．．． 62
表 4-9 廣告信度與強度指標主成分分析之結果．．．．． 63
表 4-10 促銷型式信度與強度指標主成分分析之結果．．． 64
表 4-11 知覺價格信度與強度指標主成分分析之結果．．． 65
表 4-12 涉入信度與強度指標主成分分析之結果．．．．． 66
表 4-13 顧客認知忠誠之信度與強度指標主成分分析之結果 68
表 4-14 顧客情感忠誠之信度與強度指標主成分分析之結果 69
表 4-15 顧客行為意圖忠誠之信度與強度指標主成分分析之結果．．．．．．．．．．．．．．．．．．．．
70
表 4-16 顧客行為忠誠之信度與強度指標主成分分析之結果 71
表 4-17 本研究各變數相關係數表．．．．．．．．．．． 75
表 4-18 預測顧客認知忠誠效果之層級迴歸分析結果．．． 77
表 4-19 預測顧客情感忠誠效果之層級迴歸分析結果．．． 79
表 4-20 預測顧客行為意圖忠誠效果之層級迴歸分析結果．．．．．．．．．．．．．．．．．．．．．
81
表 4-21 預測顧客行為忠誠效果之層級迴歸分析結果．．． 83
表 5-1 本研究假設檢定結果彚總表．．．．．．．．．． 90
圖目錄
圖 2-1 品牌忠誠與品牌績效之模式．．．．．．．．．． 18
圖 2-2 影響品牌忠誠的因素．．．．．．．．．．．．． 21
圖 3-1 本研究之觀念性架構．．．．．．．．．．．．． 43
圖 3-2 統計分析架構．．．．．．．．．．．．．．．． 54

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