臺灣博碩士論文加值系統

個人電腦服務業在台灣是一個新興且重要的產業，業者注重專業，講求效率，努力經營市場。但是，由於產品生命週期的改變，業者面臨成長趨緩，競爭激烈，行銷策略必須從原來的吸引新客戶，轉為留住老顧客。顧客忠誠度成為個人電腦服務業的重要經營課題。
本研究提出忠誠發展系統架構，利用問卷調查統計分析，以個人電腦服務業的消費者為對象，採用 LISREL 研究方法來分析忠誠的認知、情感、意圖與行為之間的因果關係，並以消費者的產品知識與涉入程度的角度，來觀察不同市場區隔，消費者對個人電腦服務業的忠誠發展差異。
研究結果發現：(1) 消費者對個人電腦服務業的認知與情感有較高的認同，相對的意圖與行為的認同度較低；(2) 認知對情感有顯著的正向因果關係；(3) 情感對行為有正向因果關係；(4) 意圖對情感與行為的因果關係有正向的中介效果；(5)中產品知識的消費者，意圖的中介效果比高或低產品知識的消費者都低；(6)高涉入程度的消費者，意圖的中介效果比低涉入程度的消費者高。
總而言之，個人電腦服務業的專業與效率獲得消費者認同，但反應與態度要加強。必須加強消費者的忠誠意圖，彌補情感與意圖間的落差。對於不同產品知識與涉入程度的消費者，必須採用不同的行銷策略以滿足個別需求。

In Taiwan, Personal Computer(PC) industry is a new and important industry. Many companies focus their resource in technique and efficiency, but are their strategies right? In the past, companies facing an expanding economy and rapidly growing markets could practice the “leaky-bucket” approach to marketing. However, companies today are facing some new marketing realities. Changing demographics, a slow-growth economy, more and more competitors, and overcapacity – mean that there are fewer new customers could be found. The costs of attracting new customers are rising. How to keep customer loyalty is the most important thing in this industry.
This study based on Oliver’s (1997) four-stage loyalty (cognitive, affective, conative and action), proposes a “customer loyalty development model”. By using the questionnaires to survey the consumers of PC industry in Taiwan, author find the following results: (1) Customers have high cognitive and affective, but low conative and action; (2) Cognitive has a high positive effect on affective; (3) Affective has a positive effect on action; (4) Conative is a positive mediator between affective and action; (5) The effect of conative in middle product knowledge customer is lower than high or low product knowledge customer; (6) The effect of conative in high involvement customer is higher than others.

致　謝 ii
中文摘要 iii
英文摘要 iv
目　錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與對象 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 顧客忠誠的發展 6
第二節 認知階段 10
第三節 情感階段 13
第四節 意圖階段 15
第五節 行為階段 17
第六節 產品知識 20
第七節 涉入程度 21
第八節 顧客忠誠發展各階段間關係 21
第九節 顧客忠誠發展各階段與顧客忠誠行為關係 24
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假說 26
第三節 研究變項與操作化定義 28
第四節 資料分析方法 32
第四章 資料分析 35
第一節 樣本基本資料分析 35
第二節 敍述性分析 37
第三節 信度與效度分析 42
第四節 基本資料忠誠構面變異數分析 51
第五節 顧客忠誠發展模型驗證 53
第六節 產品知識與涉入程度市場區隔 61
第五章 結論與建議 82
第一節 結論 82
第二節 管理意涵 83
第三節 研究限制與後續研究建議 84
參考文獻 86
附錄A、 研究問卷 93
附錄B、 認知與意圖、行為因果關係 96
附錄C、 人口統計變項區隔忠誠發展模型分析 98

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