臺灣博碩士論文加值系統

本論文主要在探討消費者自信心之意涵、影響因素及其可能造成之影響。以往，當消費者欲制定重大購買決策時，多會尋求他人意見以降低購買風險，並進一步增加其自信。因此，當消費者必須進行資訊搜尋或購買決策時，銷售人員大多扮演著相當重要之角色。但由於整個大環境之變動與資訊科技的發展與發達，消費者對資訊接收的角色亦由早期的被動接受轉變為現今的主動搜尋。
過去有不少學者認為唯有使顧客滿意，也就是滿意的顧客會將對公司的「滿意態度」轉變為對公司的「忠誠行為」，且兩者間存在著強烈的正向關係。但近幾年來，卻有愈來愈多研究發現，消費者滿意度與忠誠度的關係並不如過去之研究結果是呈正向關係的。此種變化是本研究欲探討之主要問題，故引發本研究欲探討消費者自信心、消費者滿意度及忠誠度三者間之關係。
因此，本研究在以消費者自信心為核心構念下，研究目的主要有以下三個：
首先希望藉著瞭解銷售人員採取不同的銷售導向的影響後，以提供實務界制定有效銷售系統。同時協助實務界了解，當顧客擁有高滿意度時，利用自信心，使滿意顧客轉化為忠誠之顧客。此外，並了解消費者自信心的前置與後果變項，以更加豐富顧客滿意度之相關研究。
本研究以問卷調查的方式進行資料收集，共發放503份，回收有效問卷419份，有效問卷回收率為83.3％。並將資料以因素分析、t檢定、迴歸分析與變異數分析等方法進行分析。
最後在結論方面，本研究發現當消費者知覺到銷售人員採取交易導向銷售方式時，其消費者滿意度較低；反之，當消費者知覺到銷售人員採關係導向銷售方式時，其滿意度則較高。同時當消費者所知覺到的銷售導向不同時，其消費者自信心會有差異。且消費者購後滿意度會影響其自信心，尤其當其先前購買經驗滿意度越高時，消費者自信心較高；反之，當其先前購買經驗滿意度越低時，其消費者自信心較低。此外，消費者自信心在滿意度與忠誠度間存在著互動效果。
最後，本研究並根據研究結果，提出理論、實務與進一步研究的建議。

Looking for other’s opinions to reduce purchasing risk and to increase personal confidence is the usual behavior during consumers’ making important decision. Mostly, this searching opinions from others approach is through salesperson. As the marketing environment changes radically, however, consumers’ passively accepting information behavior is gradually transferring to search actively.
For going concern about one’s business, marketing managers try their best to satisfy the customers. The logic behind this thesis is that the marketers whoever can satisfy customers will produce loyal customers. Theoretically, satisfied customers will be more loyal to the marketer than those unsatisfied, i.e. customer loyalty positively related to customers satisfaction. According to Neal(1999), this conclusion was rejected, since loyal customers are always satisfied, yet are not loyal to the company necessarily.
Main problems and research framework are proposed from the literature review. Consumer self-confidence was put into framework. Sales orientation, satisfaction and customer loyalty are the antecedent and outcomes separately. Structured questionnaires are developed to collect data for further examination. Consumers of banking service were surveyed island widely. ANOVA, t-test, regression and two ANOVA are applied to analyze the data. Academic and practical suggestions are proposed according to the findings.

目 錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 3
第三節 研究目的 4
第二章 文獻探討 5
第一節 銷售人員 5
第二節 滿意度 19
第三節 消費者自信心 30
第四節 顧客忠誠度 36
第三章 研究方法 46
第一節 研究架構 46
第二節 研究假設 48
第三節 變數定義與衡量 51
第四節 問卷設計 56
第五節 信度與效度分析 59
第六節 調查對象與抽樣方法 61
第七節 資料分析方法 65
第四章 實證結果與分析 67
第一節 銷售導向對滿意度之影響 68
第二節 銷售導向對消費者自信心之影響 73
第三節 消費者滿意度對其自信心之影響 80
第四節 消費者自信心對忠誠度之影響 85
第五章 結論與建議 89
第一節 研究結論 90
第二節 研究建議 94
第三節 研究限制 101
參考文獻 102
附錄－問卷 i
表 次
表2-1：傳統與現代銷售行為之比較 7
表2-2：行銷策略連續帶 16
表2-3：歷年來有關使用SOCO量表研究 17
表2-4:顧客滿意度定義之彙整 20
表2-5:影響消費者滿意度之前置因素 25
表2-6：銀行服務品質之文獻 26
表2-7：忠誠度之定義 36
表2-8：顧客忠誠度與衡量指標 39
表2-9:顧客滿意度與忠誠度之正相關文獻 42
表2-10：顧客滿意度與忠誠度之非正相關文獻 45
表3-1：銷售導向次要變數之定義與衡量 52
表3-2：消費者自信心次要變數之定義與衡量 54
表3-3：本研究銷售導向量表問卷題號 56
表3-4：本研究顧客滿意度問卷題號 57
表3-5：本研究消費者自信心量表之問卷題號 57
表3-6：本研究忠誠度之問卷題號 58
表3-7：本研究各變數之信度分析 59
表3-8：分層抽樣表 62
表3-9：問卷回收情況 63
表3-10：受測者基本資料分析 63
表4-1：各研究變數之相關係數 69
表4-2：銷售導向分群 70
表4-3：銷售導向對滿意度之t檢定 70
表4-4：交易導向、關係導向對消費者滿意度之迴歸分析 71
表4-5：消費者自信心因素分析結果 77
表4-6：銷售導向對消費者自信心之t檢定 78
表4-7：交易導向、關係導向對消費者自信心之迴歸分析 79
表4-8：性別與消費者自信心之變異數分析表 81
表4-9：教育程度與消費者自信心之變異數分析表 81
表4-10：教育程度與消費者自信心之Scheffe檢定表 82
表4-11：所得與消費者自信心之變異數分析表 82
表4-12：所得與消費者自信心之Scheffe檢定表 83
表4-13：消費者滿意度對自信心之簡單迴歸分析 83
表4-14：消費者自信心對忠誠度之簡單迴歸分析 85
表4-15：滿意度對忠誠度之簡單迴歸分析 86
表4-16：消費者自信心干擾效果之2-way變異數分析表 86
表4-17：消費者自信心之t-test表 87
表5-1：研究假設檢定結果彙整 89

中文部分
1.王雅惠（民89），顧客滿意度與忠誠度之實證分析，中原大學工業工
程學系
2.王琮賢（民90），影響銷售人員談判傾向之因素---實證研究，國立中
正大學企業管理研究所
3.江盈如（民88），大台北地區健康俱樂部顧客滿意度、忠誠度以及滿
意構面重視度之研究，國立交通大學經營管理研究所
4.林玉茹（民92），消費者自信心與涉入理論之研究-以行動電話為例，
東吳大學國際貿易學系
5.林宏澤（民85），影響資訊產品銷售人員績效因素之整合性研究，元
智工學院商業及管理學類
6.林尚賢（民90），顧客特性與銷售人員道德哲學觀對銷售人員道德判
斷之影響：以台灣地區壽險業為例，國立中正大學企業管理研究所
7.林永宗（民89），零售業顧客滿意度之研究-以台北市百貨公司為例，
淡江大學管理科學學系
8.林建前（民85），顧客滿意度與顧客忠誠度關係之研究 - 以國內機車
市場為例，大葉工學院事業經營研究所
9.林財丁(民82)，業務人員之心理學，台北：學英出版社
10.吳雅琪（民91），影響網路書店消費者忠誠度形成因素之研究，國立
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11.姚世驊（民79），品牌忠誠性與定位之研究－男性內衣市場實證分
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12.柯宜君（民89），消費者認知之產品品質、服務品質及價格對滿意度
及忠誠度之影響-於三種有形性比重不同服務業之比較，國立政治大
學企業管理學系
13.許俊雄（民90），金融機構顧客滿意度評量模式之研究，銘傳大學金
融研究所
14.徐文琪（民88），顧客滿意度與忠誠度關係之研究－以台北市機車市
場為例，大同工學院事業經營研究所
15.陳沅易（民88），服務品質與關係行銷對顧客信任與滿意度的影響：
以投信機構為例，國立政治大學國際貿易學系
16.陳麗雅（民90），關係結合方式與顧客忠誠度關聯性之研究─證券業
服務接觸之分析，銘傳大學國際企業管理研究所
17.黃俊英（民85），行銷研究-管理與技術（第五版），台北：華泰書
局
18.黃珮婷（民89），顧客滿意度與顧客忠誠度之關係－交易成本理論觀
點，國立政治大學國際貿易學系
19.黃瑞群（民88），消費者購買行動電話之資訊搜尋行為，輔仁大學管
理學研究所
20.葉華容（民90），顧客關係、服務品質與顧客忠誠度之研究－以網路
購物為例，東吳大學企業管理學系
21.蔡景剛（民88），關係行銷與交易行銷對零售商產品增添決策之影
響，東吳大學國際貿易學系
22.鄭在祐（民90），韓國大學生購買運動鞋品牌忠誠度之研究，東吳大
學企業管理學系
23.闕山晴（民91），顧客滿意度與忠誠度之研究－以西式速食業為例，
國立台灣科技大學管理研究所
24.曾聖雅（民86），信用卡產業之消費者滿意模型之研究，國立台灣大
學國際企業學系
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