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研究生:杜秋香
研究生(外文):DO THI THU HUONG
論文名稱:品牌轉換交-易成本理論之應用
論文名稱(外文):A Study of Brand Switching Intention - Transaction Cost Theory Application
指導教授:張愛華張愛華引用關係
指導教授(外文):Aihwa Chang
學位類別:碩士
校院名稱:國立政治大學
系所名稱:企業管理學系
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:90
語文別:英文
論文頁數:112
中文關鍵詞:品牌轉換交易成本
外文關鍵詞:Brand SwitchingTransaction Cost
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摘要
公司的生存依賴其所擁有的顧客。顧客所帶來的利益是公司生存與成長的關鍵因素。研究顧客品牌之轉換可幫助我們瞭解為何消費者從目前的品牌轉換到其他品牌。本研究發現品牌轉換意願之影響因素由交易成本所產生。這三影響因素是:資訊尋找成本,道德危機成本及專屬資產成本。
本研究之受試者為十八歲以上的台北人。研究的樣本數為283名受試者。
本研究應用線性結構關係(Linear Structure Relationship, LISREL)之統計方法以進行分析。
研究發現:
1.品牌替代性顯著正向影響品牌轉換意願。對越具競爭力的產品,品牌轉換意願越高。
2. 品牌多樣化尋找動機顯著正向影響品牌轉換意願。顧客個人的多樣化尋找傾向越高,品牌轉換意願越高。
3. 資訊尋找成本顯著正向影響品牌替代性。其原因是尋找資訊所付出的時間、精力會減少新品牌嘗試的意願。
4. 道德危機成本顯著負向影響品牌替代性。其原因是交易的風險意識會降低消費者嘗試新品牌的意願。
5. 資訊尋找成本顯著正向影響多樣化尋找意願。其原因是尋找資訊所付出的時間、精力會減少新品牌嘗試的動機。
6. 專屬資產之成本顯著負向影響品牌多樣化尋找意願。其原因是使產品或品牌更有效率而長期所投入的有形及無形資產會影響品牌多樣化尋找的動機。
7.顧客的滿意度不直接影響到品牌轉換意願而通過品牌忠誠度間接影響品牌轉換意願。
8.顧客的忠誠度受到顧客滿意度及品牌、產品專屬資產所影響。
本研究之結果可補充品牌轉換之理論基礎同時可應用在行銷管理及髮型服務業。研究之發現可應用在掌握目前顧客及吸引新顧客之行銷策略。
Abstract
Company’s existence bases on the customers it owns. The benefit that the customers bring about is the key factor that firm lasts and grows. Study of brand switching helps us understand the forces that lead consumers to stay with or switch to an other brand. Factors that affect brand switching intention found in the study are three types of costs derived from transaction cost theory. They are information searching cost, moral hazard cost, and asset specificity cost.
Respondents were Taipei residents who were over the age of 18. The sample of 283 respondents in Taipei were took part in this study
The Liniear Structure Relationship (LISREL) is used to conduct data analysis.
The research results are as following.
1.Brand substitutability significantly affects brand switching intention positively. The more competitive offerings the higher brand switching intentions consumers have.
2.Brand variety seeking significantly affects brand switching intention positively. The more variety seeking motivation the higher brand switching intentions consumers have.
3.Brand substitutability is affected negatively by external information searching cost because additional time and efforts needed to access enough information for the transaction decision will reduce new brand trial desire.
4.Brand substitutability is affected negatively by moral hazard opportunism because increased perceived risks toward the transaction may harm consumers’ willingness to try new brand.
5.Brand variety seeking is affected negatively by external information searching costs because additional time and efforts needed to access enough information for the transaction decision may reduce the variety motivation.
6.Brand variety seeking is affected negatively by asset specificity because lose of previous physical or nonphysical investment made by consumers and sellers in order to manage the transaction efficiently will restrain variety seeking motivation.
7.Consumer satisfaction does not affect brand switching intention directly but indirectly by brand loyalty.
8.Customer loyalty is affected by both customer satisfaction and asset specificity.
The research results were supplemental to brand switching theory and can be applied to practical marketing and hairstylist service to holdup current customer and attract new customer strategy.
ABTRACT
TABLE OF CONTENTS
LIST OF TABLE
LIST OF FIGURES
CHAPTER 1 PROBLEM SETTING 1
Introduction 1
Market Competition and Brand Switching 1
CHAPTER 2 A REVIEW OF THE LITERATURE 6
2.1 Brand Switching Literature 6
2.1.1 Brand and Brand Switching Definition 6
2.1.2 Type of Brand Switching 7
2.1.3 Brand Substitutability and Variety Seeking 10
2.1.4 Summary 26
2.2 Transaction Cost Theory 27
2.2.1 Introduction 27
2.2.2 Transaction and Transaction Cost 29
2.2.3 Transaction Cost Theory 30
2.2.4 Summary 39
2.3 Customer Loyalty 40
2.4 Customer Satisfaction 42
CHAPTER 3 RESEARCH METHOD 43
3.1 The Model and Hypotheses 43
3.1.1 The Model 43
3.1.2 Component of the Model 44
3.2 The Hypothesis 47
3.3 Concept ional Definition of Variables 56
3.4 Empirical Research on Hairstylist Service Industry 62
3.4.1 Measurement Scale 62
3.4.2 Pretest 66
3.4.3 Sampling and Data Collection 67
CHAPTER 4 DATA ANALYSIS AND COLLECTION 69
4.1 Sample Structure and Data Analysis 69
4.2 Reliability and Construct Validity 72
4.3 Data Analysis Results 74
4.4 Multiple Regression Analysis 84
4.5 Explanation of LISREL and Multiple Regression 90
CHAPTER 5 DISCUSSION AND APPLICATIONS 100
PREFERENCE 109
APPENDI 111
中文參考資料
翁聖宗(民 84)。美髮業服務品質與品牌忠誠關係之研究。國立中山大 學企業管理研究所,碩士論文。
張雲洋(民84)。零售業顧客滿意與顧客中程度相關性研究。私立淡江大學管理科學研究所,碩士論文。
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研究所,碩士論文。
黃寶蓮(民 84)。美髮連鎖店商店印象之研究。私立靜宜大學管理科學言秀所,碩士論文。
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