臺灣博碩士論文加值系統

本論文主要探討在藝術品 (fine art) 領域中，關係行銷 (relationship marketing) 對消費者行為的影響． 特別是本研究探討，代表了顯著的影響關係營銷（RM）涉及潛在藝術品買家和建立關係的過程中，其中的影響因素。對於知覺信任和感覺滿意度的中介作用所進行的研究。
本研究利用結構方程模式 (SEM) 來解釋這些變數如何影響購買意圖，並藉由 SPSS 與 AMOS 19 版進行分析． 紙本為基礎的問卷發送給 303 位為於蒙古藝術機構的學生． 本研究提出的假設模型獲得成立．九個假設中有五個獲得統計上的支持．在幾個調查結果，知覺的關係投資，客戶的滿意度和信任對客戶的購買意向有著顯著的影響。研究結果的關係顯示出重要的研究意涵予想要利用關係行銷策略的藝術行銷者，除此之外，本研究亦提供未來研究方向的相關建議．

This study was an effort to determine the principles of Relationship Marketing (RM) on consumer behavior in fine arts sector. Specifically, the study examined the influencing factors that represent a significant impact for relationship marketing (RM) involving potential art purchasers and relationship building process. Mediating effects of perceived trust and perceived satisfaction were examined.
This study proposed and tested a structural equation modeling (SEM) to7 explain how and to what extent each variable affects purchase intention using Statistical Product and Service Solutions (SPSS) v19 and Analysis of Moment Structures (AMOS) v19 software for data analysis. Paper based survey was conducted and analyzed 303 responses from students of art institutions of Mongolia. Five out of nine hypotheses were supported. Among the several findings, perceived relationship investment, customer satisfaction, and trust significantly influenced customers' purchase intention. The interactions among these constructs revealed important implications for art marketers interested in RM strategies and recommendations for further research.

ABSTRACT ................................................................I
CHINESE ABSTRACT ........................................................II
ACKNOWLEDGMENT ..........................................................III
LIST OF TABLES AND FIGURES ..............................................VI
CHAPTER ONE: INTRODUCTION ...............................................1

Research Background .........................................................1

Research Motivation ..........................................................3

Statement of the Problem .................................................5

Purpose of the Research .....................................................5

Research Questions ............................................6

Significance of the Research .................................................7

Organization of the Thesis ...............................................7
CHAPTER TWO: LITERATURE REVIEW .................................9

Relationship Marketing ...............................................9

Stages of Consumer Relationship ............................................12

Conditions for Successful Consumer RM ...................................17

Relationship Investment ....................................................20

Perceived Communication ............................................21

Perceived Trust .............................................22

Perceived Satisfaction ..................................................23

Art as a Commodity ...................................................23

Art sector in Mongolia ............................................24
CHAPTER THREE: RESEARCH METHODOLOGY..................................26

The Hypothesized Model .....................................................26

Data Collection ...............................................29

Structural Equation Modeling ..............................................30

Research Flow .................................................31
CHAPTER FOUR: ANALYSIS OF THE DATA ...............................33
Setting, Demographic Characteristics and Procedures ........................33
Measurement Models and Evaluation Criteria ...................................36
Exploratory Factor Analysis .............................................37
Confirmatory Factor Analysis .................................................40

Data Analysis ..............................42

Findings and Interpretation of the Model .....................................43

Summary of Hypotheses Testing Results ........................................50
CHAPTER FIVE: CONCLUSIONS AND RECOMMENDATIONS ...........53

Summary and Discussion of the Findings ..................................53

Limitations ......................57

Recommendations for Future Research .....................................58
REFERENCES ..................................60
APPENDIX A ............................72
APPENDIX B .........................76
TABLES


Table 1: Survey design: Content Validity for Measure Development ...........35

Table 2: Rotated Component Matrix for Exploratory Factor Analysis .......38

Table 3: Reliability Statistics ........................................41

Table 4: Reliability of Each Variable ..................................41

Table 5: Demographics of Participants ....................................42

Table 6: The Standardized Coefficients of Constructs .....................43

Table 7: Goodness-of-Fit Statistics ........................................45

Table 8: Test of Composite Reliability and Convergent Validity ........47

Table 9: Test of discriminant validity ...................................47

Table 10: Standardized Coefficients with Standard Errors ..............48

Table 11: Standardized Parameter Estimates for the Hypothesized Model ......50

Table 12: Summary of the Hypotheses Result ..............................52

FIGURES


Figure 1. Proposed Research Model ......................................26

Figure 2. Standardized Confirmatory Factor Analysis ................44

Figure 3. Standardized Model with Confirmatory Analysis Results ........47

Figure 4. The results of Structural Model Testing H1-H9 ...............48

Figure 5. Demographic Characteristics of respondents .................54

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