臺灣博碩士論文加值系統

近年來由於消費意識的抬頭，消費者對於自己所喜愛的商品會花較多的時間去研究後再決定購買與否。因此，許多文獻均對消費者涉入著墨不少，其中以對於消費者購後行為的研究最為廣泛。但大部分之研究成果均顯示，消費者的滿意度與涉入程度呈現高度正向相關。本研究則以反向思考方式，針對顧客抱怨與消費者涉入對顧客抱怨行為之影響進行研究。研究焦點為：(一)探討消費者在購買後一旦發生不如意的情況，是否一定會產生抱怨行為。(二)不同之消費習性是否會干擾消費者涉入對顧客抱怨影響之強度。本研究以問卷調查方式取得有效問卷373份，經資料分析後獲至如下結論：(一)消費者涉入對顧客抱怨行為有顯著影響。(二)消費者習性對消費者涉入與顧客抱怨行為之間具有干擾作用。以上結論將有助於業者對於消費者行為之了解，並做為行銷策略的選用之依據。

recent years, the rise in consumer awareness, consumer goods for their favorite will take more time to study before deciding to buy or not. Therefore, many papers have a lot of consumer involvement dwell, which the study of consumer shopping behavior is most extensive. But most of the research show that consumer satisfaction with the degree of involvement were highly positively correlated. This study places the reverse way of thinking, for customer complaints and consumer involvement on the impact of customer complaint behavior research. Research focus is: (a) of consumers purchase in the event of unsatisfactory conditions, whether the act would have complained. (b) the difference would interfere with consumers' spending habits involved in the effect on the strength of customer complaints. In this study, questionnaires were obtained 373 valid questionnaires, the data analysis was to the following conclusions: (a) the involvement of the customer complaint behavior of consumers have a significant effect. (b) the consumer habits of the consumers involved between customer complaint behavior and interference. These conclusions will help the industry understand consumer behavior and marketing strategy as the basis for selection.

目錄

書名頁
論文口試委員審定書授權書
授權書
中文摘要
英文摘要
謝 誌
目錄
表目錄
圖目錄
第一章　緒論
第一節 研究背景與問題
第二節 研究目的
第三節 研究範圍
第四節 研究流程
第二章　文獻探討
第一節　消費者涉入之定義與相關研究
一、涉入的定義
二、涉入理論
三、消費者涉入的分類
四、消費者涉入因素
五、消費者涉入對消費行為的影響
第二節　顧客抱怨行為
一、顧客抱怨行為之定義
二、顧客抱怨行為之型態
三、顧客抱怨行為之分類
四、顧客抱怨行為之影響因素
第三節　消費者消費習性
一、消費者消費習性之定義
二、消費者消費習性之型態
三、消費者消費習性之分類
第三章　研究方法
第一節　研究架構
第二節　變數定義與問卷設計
第三節　研究對象
第四節　樣本與資料收集
第五節　研究假設
第六節　資料分析方法
第四章　研究結果
第一節　量表信度分析
第二節　量表效度分析
一、內容效度
二、建構效度
三、相關分析
第三節 敘述性統計分析
第四節 人口統計變數與顧客抱怨行為之實證結果
第五節 消費者習性之干擾效果
第五章　結論與建議
第一節 研究結論
第二節 研究貢獻
第三節 管理意涵
第四節 研究限制
第五節 研究建議
參考文獻
一、中文部份
二、英文部分
附錄一
自 傳

一、中文部份
王恆超(2009)，從消費者涉入的類型來比較企業廣告與產品廣告之間的廣告回應路徑，台灣大學商學研究所，未出版之碩士論文。
吳宜錚(2010)，服務公平性對消費者報復之影響－以情緒調節為干擾效果，私立朝陽科技大學企業管理系碩士班，未出版之碩士論文。
吳宥樺(2008)，名牌精品消費者特性、消費者涉入與購買行為之研究，國立成功大學企業管理學系，未出版之碩士論文。
李孟陵(2003)，消費者滿意度、涉入程度對其忠誠度影響之研究－以台北市咖啡連鎖店為例，國立交通大學管理科學研究所，未出版碩士論文。
李筱雯(2006)，分析台南縣關子嶺統茂溫泉會館之遊客對於之涉入程度差異情形，國立嘉義大學休閒事業管理研究所，未出版碩士論文。
周文賢(2002)，多變量統計分析，台北：智勝。
周嵩益(2006)，健身俱樂部會員卡消費者之涉入程度，環球技術學院中小企業經營策略管理研究所，未出版碩士論文。
林茂興(2001)，以生活型態區隔台北地區ADSL消費者對多媒體服務接受意願之研究，國立交通大學經營管理研究所，未出版碩士論文。
林綺瑩(1999)，遊憩涉入與遊憩屬性關係之研究－以日月潭風區與九族文化村為例，東海大學景觀學研究所，未出版碩士論文。
林衢良(2004)，大學生撞球參與者撞球場館滿意度、涉入程度與忠誠度之關係研究，國立體育學院體育研究所，未出版之碩士論文。
林靈宏(1994)，消費者行為，初版，臺北市：五南。
張孝銘、高俊雄(2002)，品牌因素與消費者涉入對網路購物價格吸引力之影響，佛光人文社會學院資訊學研究所，未出版碩士論文
張威龍(1999)，「青少年家庭溝通型態、物質主義及強迫性購買之關係研究」，管理評論，18卷，2期，87–117頁。
莊曜華(2008)，體驗行銷與消費者滿意度相關性探討,並以消費者涉入程度為中介因子-以統一星巴克連鎖咖啡店為例中，國立成功大學企業管理學系，未出版碩碩士論文。
陳弘慶(2007)，2006年全國大專運動會參與者之涉入程度，靜宜大學管理碩士在職專班，未出版碩士論文。
陳佳興(2009)，消費者物質主義、虛榮特質、從眾行為與衝動性購買行為關係之研究，私立大業大學經營研究所，未出版之碩士論文。
陳薇先、邵于玲(2006)，2004年ING國際馬拉松參賽者之涉入程度，真理大學管理科學研究所，未出版之碩士論文。
曾志民（1997），「消費者抱怨行為影響因素之研究」，國立台灣大學商學研究所，未出版之碩士論文。
黃俊英、賴文彬(1990)，「涉入的理論發展與實務應用」，管理科學學報，七卷，一期，15–29頁。
楊文壽(2000)，行動電話手機消費者之涉入程度及購買決策相關因素之關聯性研究，國立交通大學經營管理研究所，未出版之碩士論文。
裴世國(2008)，顧客涉入度、醫療服務品質、滿意度、與顧客消費後反應的探討－以南部地區醫學中心為例，國立高雄第一科技大學行銷與流通管理所，未出版之碩士論文。
劉靜瑜(2011)，企業社會責任與消費者滿意度關係之研究-兼論消費者涉入程度之干擾效果，中國文化大學國際企業管理研究所，未出版之碩士論文。
蔡巧玲（2004），不同性別角色之休閒潛水者在潛水活動上涉入程度差異之情形，中國文化大學國際企業管理研究所，未出版之碩士論文。
輝偉偉(1996)，顧客抱怨處理與顧客滿意關係之研究/綜合認知面與情感面之探討，國立中央大學企業管理學系，未出版之碩士論文。
盧仁茂(2009)，羽球拍消費者涉入程度、滿意度、忠誠度之研究-以桃園縣為例，國立台北大學企業管理學系，未出版之碩士論文。
賴其勛(1997)，消費者抱怨行為、抱怨後行為及其影響因素之研究，國立台灣大學商學研究所，未出版之博士論文。
賴儀宣(2001)，產品類別、生活型態對產品涉入程度影響之探討－以國立東華大學學生為例，國立東華大學國際經濟研究所，未出版之碩士論文。
謝文龍譯（1992），中村卯一郎原著，抱怨處理讀本，台北：遠流。
簡明慧(2004)，醫院顧客抱怨處理機制之研究--以台北市某醫學中心檔案為例，國立陽明大學管理醫務研究所，未出版之碩士論文。
闕河士(1989)，消費者抱怨行為及其影響因素，國立政治大學企業管理研究所，未出版之碩士論文。














二、英文部分
Andrews, J.C., Durvasula, S. &Akhter, S.H. (1990). “A framework forconceptualizing and measuring the involvement construct inadvertising research“, Journal of Advertising, 19(4),27–40.
Antil, John. H.(1984). “Conceptualization and Operationalization ofInvolvement” , MI:Association for Consumer Research,11,203–209.
Apsler, Robert and David O. Sears(1968).“Warnign, PersonalInvolvement”, in Advances in Consumer Research,Thomas C.Kinnear, ed., Ann Arbor, MI:Association for Consmer Research,11, 203–209.
Bearden, W. O., & Oliver, R. L. (1985). “The role of public and private complaining in satisfaction with problem rsolution”, Journal of Consumer Affairs, 19(Winter), 222–240.
Bearden, W. O., & Teel, J. E. (1983). “Selected seterminants of consumer satisfaction and complaint reports”, Journal of Marketing Research, 20 (11), 21–28.
Beharrell, B. & T. J. Denison(1995) “Involvement in the routine shopping context”, Journal of Consumer Research l, 97, 24–29.
Belk, R. W. (1985). “Materialism: trait aspects of living in the material world”, Journal of Consumer Research,12, 265–280.
Bennett, R., J. R. McColl-Kenned, & L. V. Coote(2007). “Involvement,satisfaction, and brand loyalty in a small business services setting” ,Journal of Business Research, 13(4) ,45–62.
Bloch, P. H., & Bruce, G. D. (1984). “The leisure experience andconsumer products: An investigation of underlying satisfactions”, Journal of Leisure Research, 16, 74–88.
Bolfing, C. P. (1989). “How do consumers express dissatisfaction and what can service marketers do about It? ”, Journal of Services Marketing, 3(Spring), 5–23.
Bowen, Lawrence & Steven H. Chaffee(1974).“Product Involvement andPertinent Advertising Appeals”, Journalism Quarterly, 51(4),613–621.
Bredemeier,H.C.&Toby,J(1960). “Social problems in America:Costs and casualities in an acquisitive society”, New York:Wiley.
Brown, S. P., & Beltramini, R. F. (1989). “Consumer complaining and word-of-mouth activities”, Advances in Consumer Research, 16 (4), 9–16.
Burroughs, J. E. & Rindfleisch, A. (2002). “Materialism and well-being: A conflicting values perspective”, Journal of Consumer Research, 29(3), 348–371.
Celsi & Olson.(1988). “The role of involvement in attention and comprehension processes”, Journals in Consumer Research , 15, 210–224.
Celsi, R.L., & Olson, J. C. (1988). “The role of involvement inattention and comprehension processes”, Journal of Consumer Research,15,210–224.
Chebat, L. A.& Davidow, D. (2006). “Relationship quality in services selling: an interpersonal influence perspective”, Journal of Marketing, 54(3), 68–81.
Church, J. S. (2009). “Horizontal and vertical individualism and collectivism among college students in the United States, Taiwan, and Argentina”, Journal of Social Psychology, 141(5), 667–678.
Dawson, S. (1991).“If We Are What We Have, “What are we when we don't have?:An exploratory study of materialism among expatriate”, Journal of Social Behavior and Personality, 6,363–384.
Day, R. L. (1980). “Research perspectives on consumer complaining behavior. In theoretical developments in marketing, carles bamb and patrick dunne”, Chicago: American Marketing Association, 211–215.
Day, R. L. (1984). “Modeling choices among alternative responses to dissatisfaction”, In Advances in Consumer Research, Thomas C. Kinnear. Provo, UT: Association for Consumer Research,11, 496–499.
Day, R. L., & Landon, E. L., Jr. (1977). “Toward a theory of consumer complaining behavior”, In A. G. Woodside, J. N. Sheth, & P. D. Bennett (Eds.), Consumer and industrial buying behavior , New York: North-Holland, 425–437.
Engel, F. J., Blackwell, R. D. & Miniard, P. W. (2001). “Consumer Behavior”, New York: Holt, Rinehart and Winston.
Engel, J. E., R. D. Blackwell, & P. W. Miniard (1995), “Consumer behaviour,dryden publications”, New York:Wiley.
Engel, J. F., & Blackwell, R.D. (1982). “ Consumer Behavior”, New York: The Dryden Press.
Englund, V. S.&Rick,Y.S (2006). “Consumer reaction to product failure: an attributional approach”, Journal of Consumer Research, 10(March), 398–409.
Fitzmaurice, J., & Comegys, C. (2006). “ Materialism and social consumption”, Journal of Marketing Theory and Practice, 14(4), 287–299.
Folkes, V. S. (1984). “Consumer reaction to product failure: an attributional approach”, Journal of Consumer Research, 10(3), 398–409.
Folkes, V. S., Koletsky, S., & Graham, J. L. (1987). “A field study of causal inferences and consumer reaction: the view from the airport”, Journal of Consumer Research, 13(3), 534–539.
Fornell, C., & Westbrook, R. (1979). “An exploratory study of assertiveness, aggressiveness, and consumer complaining behavior”, In Advances in Consumer Research. 6. Ed. William William Wilkie. Ann Arbor, MI: Association for Consumer Research, 105-110.
Fournier, S. & Richins, M. L. (1991). “Some theoretical and popular notionsConcerning materialism”, Journal of Social Behavior and Personality,6(6),403–413.
Gilly, M. C., & Gelb, B. D. (1982). “Post-purchase consumer processes and the complaining consumer”, Journal of Consumer Research, 9(December), 323–328.
Graham, M .K. (1999). “Prevention of coronary heart disease in clinical practice summary of recommendations of the second joint task force of european and other societies on coronary prevention”, Journal of Marketing, 5(4), 154–161.
Grahm, M, P, (1997). “Different Roles,different voices:Women and politics in the USA and Europe”, New York, NY: Harpercollins College.
Greenwald, Anthony g. & Clark Leavitt (1984). “Audience involvement in advertising:Four levels”, Journal of Consumer Research, 11(June),581–592.
Gunter, B., & Gunter, N. (1980). “Leisure styles: A conceptual framework for modern leisure ”, Sociological Quarterly, 2, 361–374.
Hanna, N. & Wozniak, R. (2001). Consumer Behavior. New York: Prentice-Hall.
Heilbroner, J.Y. (1956). “The Effect of household size changes on credit use：An expected utility approach consumer interests annual”, Journal of Consumer Research,46, 121–-128.
Hirschman, A. O. (1970). “Exit, voice and loyalty: responses to decline in firms, organizations and states”, Cambridge, MA: Harvard University Press.
Hollander,M.D.(1986). “Increased intestinal permeability in patients with crohn’s disease and their relatives a possible etiologic Factor”, Journal of Consumer Research,105(6) 883–885.
Houston, Michael J. & Michael L. Rothschild(1978). “Conceptual and methodological perspectives in involvement.in research frontiers in marketing: Dialogues and Direction, S. Jain ed.,Chicago”, American Marketing Association, 184–187.
Howard, J. A. & Sheth, J. N. (1969). The Theory of Buyer Behavior, New York: John Wiley & Sons.
Hoyer, C. J. J., & Maclnnis, S. A. (12007). “Measuring service quality: A reexaminationand extension”, Journal of Marketing, 56(3), 55–68.
Jacoby, J., & Jaccard, J., (1981). “The sources, meaning, and validity of consumer complaint behavior: a psychological analysis”, Journal of Retailing, 57(Fall), 4–24.
John O’shaughnessy & Holbrook,M.B.(1984). “The role of emotion in advertising”, Psychology and Marketing, 1(2),45–64.
Johnson, Blair T. & Eagly, A. H (1989), “Effects of involvement on persuasion：Ameta-analysis”, Psychological Bulletin, 106, 290–314.
Johnson, O.S and Eagly, M. B., (1989), “The Role of Emotion in Advertising”, Psychology and Marketing, 1(2),45–64.
Jones, R. (2005). “The zone of tolerance: exploring the relationship between service transactions and satisfaction with overall service”, International Journal of Service Industry Management, 6(2), 46–61.
Kai, P., Eric , D. A., & Farn, E. (2009). “Service quality and customer satisfaction: An assessment and future directions”, Journal of Academic Librarianship, 25, 9–17.
Kassarjian H.H & Sheffet.(1981). “Low Involvement:A Second Look,inAdvances in consumer research,vol.8,kent B”,M1:Association for Consumer Research,31–34.
Kasser, T. & Ryan, R. M. (1993). “A Dark Side of American Dream: Correlates of Financial Success as a Central Life Aspiration”, Journal of Personality and Social Phycology, 65(Aug), 410–422.
Kate,V.W.(2006).Understanding consumers’ behavior: can perceived risk theory help ? Management Decision , 30(1), 26–31.
Keng, K. A., Jung, K., Jiuan, T. S., & Wirtz, J. (2000). “The influence of materialistic inclination on values, life satisfaction and aspirations: An Empirical analysis”, Social Indicators Research, 49, 317–333.
Kim, K., Strandvik, T., & Gronroos, C. (2009). “Management Customer Relationships for Profit: The Dynamics of Relationship Quality”, Social Indicators Research, 23, 173–213.
Knox, S & D. Walker(2003), “Empirical Developments in the Measurement ofInvolvement, Brand Loyalty and Their Relationship in Grocery Markets”, Journal of Strategic Marketing, 11, 271–286.
Kotler, M .D.(1984). “Enteropathy Associated with the Acquired Immunodeficiency Syndrome”, American College of Physicians, 101(4),421–428.
Kristof , Wulf, De. Odekerken-Schroder Gaby & D. Lacobucci,(2001). “Investments in consumer relationship: A cross-country and cross-industry exploration”, Journal of Marketing, 65(4), 33–55.
Krugman, H. E.（1965）“The impact of television advertising: Learning without involvement”, Public Opinion Quarterly, 29, 349–356.
Laaksonen Pirjo(1994). “Consumer Involvement：Concept and Research”, New York: Prentice–Hall.
LaBarbera, P. A. & Gurhan, Z. (1997). “The role of materialism, religiosity, and demographics in subjective well-being”, Psychology and Marketing, 14, 71–97.
Landon, E. L. (1977), “A Model of Consumer Complaint Behavior,Proceedings of the Consumer Satisfaction, Dissatisfaction and Complaining Behavior Conference”, Journal of Strategic Marketing, 20-22 (April), 31–35.
Landon,E.L,(1980). “The Direction of consumer complaint research”, Advances in Consumer Research”,7, 335–338.
Lastovicka, John L. & David M. Gardner(1978),“components ofinvolvement”, In attitude Research Plays for High Stakes, John C.Maloney and Bernard Silverman, eds., Chicago, IL:American MarketingAssocitaion,53–73.
Lastovicka, John L. & David M. Gardner(1979). “components ofinvolvement. In attitude Research Plays for High Stakes, John C .Maloney and Bernard Silverman, eds., Chicago”, IL :American Marketing Associtaion,53–73.
Lastovicka,J.L.&D.M. G(1978).“Low involvement versus high involvement Cognitive Structures”, Advances in Consumer Research,5, 87–92.
Laurent, G. & Kapfere, J., (1985). “Measuring consumer involvement profiles”, Journal of marketing Research, 22(2),41–53.
Laurent, G., & Kapferer, J., (1986). “Consumer involvement profiles: A new Practical approach to consumer involvement”, Journal of Advertising y, 13, 756–763.
Liam, J. J.&Byron,C.J (2003). “The relationship of materialism to spending tendencies, saving and debt”, Journal of Economic Psychology, 24, 723–739.
Matthew, A. J.,(2009). “Materialism and consumer ethics: An exploratory study”, Journal of Business Ethics, 17, 137–145.
Mcalister,E.F.&Erffmeyer M.(2003). “Arevisedproduct involvementtory: improvedusability and validity”, Advances in consumer research,19,108–115.
Mclnikas, A. J.,& Smaliukiene, J. K. (2007). “Materialism and consumer ethics: Anexploratory study”, Journal of Business Ethics, 17, 137–145.
Menon, S. & Kahn, B. E. (1995). “ The impact of context on variety-seeking in product choices”, Journal of Consumer Research, 22, 285–295.
Michelle, R.M., & Kim, S.D. (2008). “The commitment - trust theory of relationship marketing”, Journal of Marketing, 58, 20–38.
Mick, D. G. (1996). “Are student of dark side variables confounded by socially desirable responding?”, Journal of Consumer Research,23(September), 106–119.
Mitchell, A. A. (1981). “The dimensions of advertising involvement”, Advances in Consumer Research, 8, 25–30.
Mittal, B. I. & M. S. Lee(1989). “A causal model of consumer involvement”, Journal of Economic Psychology, 10,363–389.
Mittal, Banwari(1989). “A Theoretical analysis of two recent measures of involvement, in advances in consumer research”, Thomas K. Srull, ed., Provo, UT:Association for Consumer Research,16, 697–702.
Mittal, M. (1989). “Measuring purchase-decision involvementprofiles”, Journal of Economic Psychology, 6(2),147–162.
Moyer, M. S. (1984). “Characteristics of consumer complainants: implications for marketing and public policy”, Journal of Public Policy and Marketing 3(1),67–84.
Nicosia, Francesco M.(1966). “Consumer decision processes: Marketing and advertising implications”. New York: Prentice–Hall.
Park, C. W. & S. M. Young (1984). “Types and levels of involvement and brand attitude formation”, Advances in Consumer Research, 10(1) .320–324.
Peter J. & Olson C.(1999), “Consumer Behavior and Marketing Strategy”, Mc. Graw Hill:Sixth Edition.
Petty R., Cacioppo J. and Cacioppo D. (1979). "Central and peripheral routes to advertising effectiveness： The moderating role of involvement.", Journal of Consumer Research, 10(3), 135–146.
Petty, R.E. & J. T. Cacioppo(1986). “Communication and persuasion: central and peripheral routesto attitude change”, Journal of Consumer Research, 60(1) ,53–62.
Quester, P. & A. L. Lim(2003), “Product involvement/brand loyalty: is there aLink?” Journal of Product and Brand Management, 12, 22–38.
Rassuli, K. M. & Hollander, S. C. (1986). “Desire-Induced, Innate, Insatiable”,Journalof Macro-marketing, 6(Fall), 4–24.
Richard, B. M., Johnston , J., & Alan, C. J. (2007). “ Involvement: travelmotivation and destination selection”,Journal of Vacation Marketing, 5,167–175.
Richins L.M,(1987). “Media,materialism,and human happiness,in advances in consumer research volume 14,eds.Melanie wallendorf and paul Anderson,provo”,UT:Association for consumer research, 352–356.
Richins, M. L & Dawson, S. (1992). “A consumer values orientation for materialism and its measurement: Scale development and validation”, Journal of consumer research, 19( December), 303–316.
Richins, M. L. (1983). “Negative word-of –mouth by dissatisfied consumers: A pilot study”, Journal of Marketing, 57(Winter), 68–78.
Rindfleisch, H. E. (2002). “Meaning and modernity: Social theory in the pragmatic attitude”, Chicago: University of Chicago Press.
Robertson, M. L. (1979). “Advertising strategies for high and low involvement situations, in attitude research plays for high Stakes, J.C.Maloney and B. Silverman eds”, Chicago: American Marketing Association,.74–93.
Rochber, D.W., & Halton R.J. (1986). “Normative influences on impulsive buying behavior”, Journal of Consumer Research, 22(Dec.), 305–313.
Rogers, J. C., & Williams, T. G.. (1990). “Consumer personal values as antecedents to dyadic and third party public consumer complaining behavior: an exploratory study”, Journal of Satisfaction, Dissatisfaction, and Complaining Behavior, 3, 71–81.
Rothschild, M. L. (1984). “ Perspectives on involvement: Current problems and future directions”, Advances in Consumer Research ,11, 216–217
Schiffman, M., & Kanuk, H. (2000). “The Psychology of ego involvements,social attitudes and identifications”, New York: Wile.
Sherif, M., & Cantril, H. (1947), “The Psychology of ego involvements,social attitudes and identifications”, New York: Wile.
Singh, J. (1988). “Consumer complaint intentions and behavior: definitional and taxonomical issues”, Journal of Marketing, 52 (January), 93–107.
Singh, J. (1990). “Voice, exit, and negative word-of-mouth behaviors: an investigation across three service categories”, Journal of the Academy of Marketing Science, 18(Winter), 11–16.
Sirgy, J. M., Cole, D.,& Kosenko, H. L. (1995). “A life satisfaction measure: additional validational data for the congruity of life satisfaction Measure”, Social Indicators Research, 34, 237–259.
Skallemd, C., Komeliussen, G., & Olsen, R. (2008). “Relationship between providers and users of market research: The dynamics of trust within a between organizations”, Journal of marketing Research ,29, 317–328.
Sorensen, R. C., & Strahle, W. M. (1990). “An analysis of the social aspects of complaint reporting: A survey of VCR owners”, Journal of Consumer Research, 9(December), 323–328.
Stone, R. N. (1984). “The marketing characteristics of involvement”, Advances in Consumer Research, 11, 210–215.
Sune, J. N., & Helean A. (2009). “Relationship marketing in consumer markets: antecedents and consequences”, Journal of the Academy of Marketing Science, Fall, 255–271.
Vaughn, R. (1980), “How advertising works: A planning model”, Journal of Advertising Research, 20(5), 27–33.
Warland, R. H., Herrmann, R. O., & Willits, J. (1975). “Dissatisfied consumers: Who gets upset and who takes action”, Journal of Consumer Affairs, 9(Winter), 133–146.
Warrington, P. & S. Shim (2000). “An empirical investigation of the relationship between product involvement and brand commitment”, Psychology and Marketing, 17(9), 761–782.
Wright, Peter(1973).“The effects of customer service on consumers complaining behavior”, Journal of Services Marketing, 9(4), 31–42.
Zaichkowsky, J. L. (1986). “Conceptualizing Involvement”, Journal of Advertising, 15(6), 341–352.
Zaichkowsky, J. L. (1994). “The personalinvolvement theory：Reduction, revision, and application to advertising”. Journal of Advertising,23(4), 59–70.
Zaichkowsky, J. L.(1986). “Measuring the involvement construct”, Journal of Consumer Research,12, 341–352.
Zaltmen, G., Srivastava, R. K., & Deshphande, R. (1978). “Perceptions of unfair marketing pactices”, In Advances in Consumer Research, 5. Ed. H. Keith Hunt. Ann Arbor, MI:Association for Consumer Research, 263–268.
Zimbardo, Philip G.(1960).“Involvement and Communication Disrepancy as Determinants of Opinion Conformity”, Journal of Abnormal and Social,18(2),36–49.