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研究生:江美儀
論文名稱:關係結合策略對顧客承諾影響之研究─網際網路資訊不對稱屬性下之分析
論文名稱(外文):The Effects of Relational Bonds on Customers Commitments: An Analysis under Information Asymmetry of Internet
指導教授:丘宏昌丘宏昌引用關係
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
中文關鍵詞:關係行銷關係結合顧客承諾網際網路資訊不對稱
外文關鍵詞:relationship marketingrelational bondscustomers commitmentsInternetinformation asymmetry
相關次數:
  • 被引用被引用:36
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  • 下載下載:153
  • 收藏至我的研究室書目清單書目收藏:6
近年來,網際網路的盛行已對企業經營帶來莫大的衝擊。多數學者認為行銷學的焦點已由傳統的交易行銷移轉為著重長期關係的行銷方式。在學術界中,雖然已有不少學者從事關係行銷方面的研究,但較少有文獻去探討在網際網路的服務接觸情境中,企業採行何種關係結合策略會導致較高的顧客承諾。
此外,買賣雙方資訊不對稱性與顧客購買行為的關係,至今仍是服務業管理中引起研究者興趣的問題之一。在相關文獻中,研究者通常將產品或服務依照供需雙方資訊不對稱的程度,分成搜尋、經驗及信任等三種產品或服務屬性,並認為顧客會根據不同的屬性,以不同的方式來進行是否購買的評估。因此在網際網路的服務接觸情境中,顧客是否會因其所購買之產品或服務本身屬性的不同,導致特別重視企業於網際網路上所施行的某項特定關係結合方式,進而影響顧客承諾,亦有必要進行探討。
本研究結果顯示:
一、網際網路上各項關係結合策略,的確對顧客承諾具有正向影響
,其中又以結構性結合效果最好、社會性結合次之,而財務性
結合再次之。另外,本研究歸納出的關係結合策略,經因素分
析後,發現與Berry (1995)所提的關係行銷三層次是相吻合的。
二、本研究藉由文獻探討並針對臺灣地區網站中常見的 15項產品
或服務依資訊不對稱程度進行分群,結果發現網路行銷的產品
或服務大多是具搜尋或經驗屬性。
三、網際網路上關係結合策略對顧客承諾的影響,是會隨產品或服
務之資訊不對稱程度類別的不同而有差異。在產品之資訊不對
稱程度低時,企業採行財務性結合的效果最佳;在資訊不對稱
程度中時,結構性和社會性結合的效果,明顯地優於財務性結
合的效果;而當資訊不對稱程度相當高時,結構性結合對於顧
客承諾則有非常明顯地提升效果。
The Internet has received a great deal of attention in business administration lately due to its tremendous growth among businesses and consumers alike. Some researchers found the focus of marketing has transferred from transactional marketing to relationship marketing. Among the academic field, there were many literature focused on relationship marketing. However, few of previous literature investigated the relationship between the different advantages provided by relational bonds and customers commitments on the service encounters of Internet.
On the other hand, the literature on information asymmetry suggests that products or services have search, experience, and credence qualities which customers can evaluate in different ways to determine whether to purchase them. It is, therefore, worth exploring whether the construct of information asymmetry of Internet moderates the relationship between different advantages provided by relational bonds and customers commitments.
The results indicate:
1. The relational bonds on Internet have significant positive
effects on customers commitments. Among the total, the
effect of structural bond is the best. In addition, through
factor analysis, the consequences of relational bonds
accorded with the concepts of Berry.
2. The majority of products or services on Internet marketing
belong to search and experience qualities.
3. For the low degree of information asymmetry, financial bond
is more helpful to improve customers commitments than
others. For the medium extent, social and structural bonds
are excellent than financial bond. As for the high degree
of information asymmetry, structural bond is very
significantly positively correlated with customers
commitments than others.
第壹章 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 研究範圍與步驟………………………………4
第貳章 文獻探討……………………………………..5
第一節 關係行銷……………………………………….5
第二節 網際網路的功能與特性………………………12
第三節 關係承諾………………………………………17
第四節 資訊不對稱程度………………………………20
第參章 研究設計與方法…………………………….25
第一節 研究架構………………………………………25
第二節 研究變數………………………………………26
第三節 研究假設……………………………………..28
第四節 研究過程………………………………………31
第五節 資料分析方法…………………………………36
第肆章 資料分析與研究結果……………………….38
第一節 樣本基本資料分析…………………………….38
第二節 問卷信度與效度之分析……………………….40
第三節 產品之資訊不對稱程度類別分類…………….44
第四節 假設之驗證…..………………………………46
第伍章 結論與建議………………………………….51
第一節 研究結論……………………………………..51
第二節 研究限制…………………………………56
第三節 研究建議………………………………………57
參考文獻…………………………………………….…58
附錄A 個案訪談記錄 ─ 網路書店…………………65
附錄B 個案訪談記錄 ─ 外商銀行…………………68
附錄C 研究問卷………………………………………70
表 目 錄
表2-1 關係行銷與交易行銷之比較………………………………6
表2-2 顧客關係結合的三類型……………………………………7
表2-3 網際網路上行銷4Ps與顧客關係的轉變…………………13
表2-4 網站對企業活動之支援………………………………….14
表3-1 網際網路上關係結合策略量表………………………….33
表4-1 樣本的顧客基本資料統計表…………………………….38
表4-2 本研究問卷各問項之因素負荷量表與Cronbach’s α值..43
表4-3 資訊不對稱程度分群結果……………………………….46
表4-4 關係結合策略之共線性分析…………………………..47
表4-5 整體與各干擾效果下之標準化迴歸係數整理………….47
表4-6 split group技術之檢定值整理 ─ 低度v.s中度……49
表4-7 split group技術之檢定值整理 ─ 低度v.s高度……49
表4-8 split group技術之檢定值整理 ─ 中度v.s高度……50
表5-1 研究結論之整理…………………………………………51
圖 目 錄
圖1-1 研究流程圖……………………………………………….4
圖2-1 KMV 模型………………………………………………..19
圖2-2 產品品質評估難易圖─Iacobucci (1992)……………23
圖2-3 產品品質評估難易圖─Lovelock (1996)……………24
圖3-1 研究架構…………………………………………………25
圖4-1 各產品之95% 信賴區間圖………………………………45
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