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研究生:林慧婷
研究生(外文):Hwai-Ting Lin
論文名稱:傳統通路與虛擬通路中不同顧客保留策略影響顧客信任、承諾與離去傾向之比較研究
論文名稱(外文):A Comparative Study Between the Conventional and Virtual Channels of the Impacts of Customers Bonding Strategies on Customers’ Trust, Commitment, and Propensity to Leave
指導教授:黃鵬飛黃鵬飛引用關係
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:173
中文關鍵詞:傳統/虛擬通路顧客保留策略離去傾向信任承諾
外文關鍵詞:trustconventional and virtual channels.customers bonding strategiespropensity to leavecommitment
相關次數:
  • 被引用被引用:21
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  • 收藏至我的研究室書目清單書目收藏:5
關係行銷為近年來中外學術界及企業界的主要興趣之一,但過去的關係行銷研究極少探討顧客保留策略對顧客之信任、承諾、及離去傾向的影響,而比較傳統通路及虛擬通路上不同關係保留策略之相對影響的研究更是付之闕如。
有鑑於上述的研究缺口,本研究有以下研究目的: 分別探討並比較傳統通路與虛擬通路中企業之不同顧客保留策略(財務性連結、社交性連結、結構式連結)對顧客之信任、承諾、與離去傾向之影響,以及探討該兩通路中信任、承諾、與離去傾向三者間之關係。本研究以問卷方式收集有效423份同時擁有傳統通路與虛擬通路之購物經驗的消費者資料,並利用相關分析、迴歸分析等工具來驗證假設,此外以多變量變異數分析來區別產品及服務類別在所有變數上的差異性,結果發現產業別為一重要干擾變數,故本研究進一步將樣本區分為產品類及服務類而對所有假設再做檢驗。
主要研究發現為:(1)不論就全部樣本或區分為產品類及服務類而言,在傳統通路中以社交式連結方式最能提高顧客的信任及承諾,並最能降低顧客的離去傾向,結構性連結次之,財務性連結的效果最小。(2)不論就全部樣本或區分為產品類及服務類而言,在虛擬通路上則是以結構性連結對信任、承諾、及離去傾向的影響最顯著、社交式連結次之,財務性連結的影響最小。(3)在比較傳統與虛擬通路中企業之不同顧客保留策略的效果上,僅發現社交性連結對顧客信任的影響在傳統通路比在虛擬通路顯著。(4)在服務類中,社交性連結對顧客之信任、承諾、與離去傾向的影響在傳統通路皆顯著大於在虛擬通路。(5)在產品類中,結構性連結對顧客的承諾與離去傾向之影響在虛擬通路顯著大於在傳統通路。(6)信任及承諾均與離去傾向有顯著負向關聯。
本研究最後並依據實證發現提出對業界及學界之建議,以及提供若干未來研究方向。本研究雖為一初探性之研究,但在針對通路型態別與產業別的關係保留策略效果的比較研究上已作出初步貢獻,在學術上能協助建立更為周延完整的關係行銷理論,而在實務上能使業者更加了解在傳統與虛擬兩通路上關係保留策略實施的差異性效果,並幫助彼等在資源分配、行銷策略制定、及保留顧客實施上皆有更進一步的透視與省思,以進而增加企業本身的競爭力。
Relationship marketing has recently been one of the primary interests of the academicians and practitioners. Most past studies, though seldom explored the impacts of different customers bonding strategies on customers’ trust, commitment, and propensity to leave, and particularly lacking were the comparisons of these relationships between conventional and virtual channels.
On the basis of the above research gaps, the purpose of this study are : (1) to separately explore , and then compare and contrast the effects of different customers bonding strategies on customers’ trust, commitment, and propensity to leave in conventional and in virtual channels, and (2) to explore the relationships among trust, commitment, and propensity to leave. This study surveyed 423 consumers having purchase experience in both conventional and in virtual channels, and employed correlation analysis, t-test, and regression analysis to test its hypotheses. Also, this study used multivariate analysis of variables to compare the impacts of product versus service industries on all variables, and found that industry types should be an important moderating variable. Based on this finding, all hypotheses were further examined by using the product industry sample and the service industry sample separately.
The major findings of the study are as follows:(1) For the different customers bonding strategies used in the aggregate sample, the product industry sample, and the service industry sample, social bonds are the most effective for enhancing customers’ trust and commitment, and for decreasing customers’ propensity to leave in conventional channels; structural bonds are the second-best ones and financial bonds are the least of all. (2) In all the three samples, structural bonds are the most effective for enhancing customers’ trust and commitment, and for decreasing customers’ propensity to leave in virtual channels; social bonds are the second-best ones and financial bonds are the least of all. (3) In the aggregate sample, the positive impact of social bonds on customers’ trust is more significant in conventional channels than in virtual channels. (4) In the service industry sample, the effects of social bonds on customers’ trust, commitment, and propensity to leave are significantly greater in conventional channels than in virtual channels. (5) In the product industry sample, the effects of structural bonds on customers’ commitment and propensity to leave are significantly greater in virtual channels than in conventional channels. (6) Trust and commitment are both significantly and negatively correlated with propensity to leave.
Based on our research findings, we provide several suggestions to both academicians and practitioners, and indicate some directions for future research. This study has led initial support for considering channel types and industry types as moderating variables in exploring the effects of customers bonding strategies, which may assist researchers in building a more complete theory of relationship marketing .The findings of the study may also provide practitioners with insight into understanding the relative effects of customers boning strategies in conventional channels versus in virtual channels, which may further help them in making such decisions as resource allocation, marketing planning, and the application of customer bonding strategies, and ultimately in enhancing their competitive advantage.
目 錄
中文摘要……………………………………………………………………..………Ⅰ
英文摘要…………………………………………………………………..…………Ⅲ
致謝……………………………………………………………………………..……VI
目錄…………………………………………………………………………………VII
表目錄………………………………………………………………………..…...…IX
圖目錄……………………………………………………………………………….XI

第一章 緒論
第一節研究背景與動機…………………………………………………….1
第二節研究目的…………………………………………………………….4
第三節研究之重要性……………………………………………………….5
第二章 文獻探討…………………………………………………………………....6
第一節 顧客保留策略………………………………………………………..6
第二節 顧客信任、承諾、與離去傾向……………………………………15
第三節 顧客保留策略對信任、承諾、與離去傾向之影響………………23
第四節傳統與虛擬通路中不同顧客保留策略效果之比較……………...31
第三章 研究方法…………………………………………………………………..52
第一節研究架構…………………………………………………………….52
第二節研究假設…………………………………………………………….53
第三節變數的操作性定義與衡量………………………………………….61
第四節問卷設計與預試…………………………………………………….64
第五節正式調查…………………………………………………………….69
第四章 研究結果與討論…………………………………………………………..70
第一節樣本的敘述統計分析……………………………………………….70
第二節信度與效度分析…………………………………………………….78
第三節傳統通路上顧客保留策略的相對有效性………………………….80
第四節虛擬通路上顧客保留策略的相對有效性………………………….91
第五節比較通路型態上不同保留策略與顧客信任、承諾、及離去傾向之關聯程度…………………………………………………………….99
第六節信任、承諾、與離去傾向之關係………………………………….118
第五章 結論與建議………………………………………………………………122
第一節研究發現及行銷涵義……………………………………………..122
第二節建議………………………………………………………………..130
第三節研究限制與未來研究方向………………………………………..134
參考文獻……………………………………………………………………………136
附錄一 結構式問項來源…………………………………………………………151
附錄二 預試一問卷之結構式問項………………………………………………153
附錄三 預試二與實測問卷之結構式問項………………………………………156
附錄四 前測問卷…………………………………………………………………158
附錄五 正式調查問卷……………………………………………………………163
附錄六 迴歸標準化殘差的常態p-p圖及散佈圖……………………………….168


表 目 錄
表2-1 從大眾行銷到關係行銷的連續性…………………………………………...7
表2-2 關係行銷之三種關係結合類型…………………………………………… 10
表2-3 關係保留策略之定義及相關學者之整理表……………………………….14
表3-1 信賴度分析(第一次預試) ……………………………………………….….65
表3-2 信賴度分析(第二次預試) ………………………………………………......68
表4-1 回收資料來源在所有變數上的MANOVA顯著性檢定……………………71
表4-2 樣本描述……………………………………………………………………. 72
表4-3 消費者之店內交易與網路交易之消費經驗統計表…………………….….74
表4-4 消費者關係建立的原因……………………………………………………..75
表4-5 消費者關係可能中止的原因………………………………………………..75
表4-6 消費者對通路形態(依產業區分)之偏好…………………………………...76
表4-7 消費者通路形態之偏好……………………………………………………..76
表4-8 消費者偏好店面交易之原因………………………………………………..77
表4-9 消費者偏好網路交易之原因………………………………………………..77
表4-10各研究變項之信賴度α 值……………………………………………….…78
表4-11傳統通路各變數之相關係數表……………………………………………..82
表4-12保留策略和顧客之信任、承諾與離去傾向之迴歸分析結果(傳統通路)….83
表4-13產品/服務別在所有變數上的MANOVA顯著性檢定…………………….85
表4-14傳統通路(產品類)各變數之相關係數表…………………………………..87
表4-15保留策略對顧客之信任、承諾與離去傾向之迴歸分析結果(傳統通路
上之產品類)……………………………………………………………….87
表4-16傳統通路(服務類)各變數之相關係數表…………………………………..89
表4-17保留策略和顧客之信任、承諾與離去傾向之迴歸分析結果(傳統通路
上之服務類) ………………………………………………………………89
表4-18 虛擬通路各變數之相關係數表……………………………………………92
表4-19 保留策略和顧客之信任、承諾與離去傾向之迴歸分析結果(虛擬通路)..92
表4-20 虛擬通路(產品類)各變數之相關係數表………………………………….94
表 4-21保留策略時顧客之信任、承諾與離去傾向之迴歸分析結果(虛擬通路
上之產品類)……………………………………………………………….95
表4-22 虛擬通路(服務類)各變數之相關係數表………………………………….97
表 4-23保留策略對顧客之信任、承諾與離去傾向之迴歸分析結果(虛擬通路
上之服務類)……………………………………………………………….97
表4-24 財務性連結在不同通路下之 值………………………………………101
表4-25 產品類之財務性連結在不同通路下之 檢定值……..………………..102
表4-26 服務類之財務性連結在不同通路下之 值……………..……………..104
表4-27 社交性連結在不同通路下之 值………………………..……………..105
表4-28產品類之社交性連結在不同通路下之 值……………………………..107
表4-29服務類之社交性連結在不同通路下之 值……………………………..110
表4-30結構性連結在不同通路下之 值………………………………………..112
表4-31產品類之結構性連結在不同通路下之 值……………………………..115
表4-32服務類之結構性連結在不同通路下之 值…………………………….117
表4-33傳統通路上應變數間之迴歸分析…………………………………………119
表4-34虛擬通路上應變數之迴歸迴歸……………………………………………121
表5-1 研究假設檢定結果彙整總表………………………………………………123
表5-2研究假設檢定結果之彙整表……………………………………………….124


圖目錄
圖2-1關係連結層次與承諾及信任之關聯…………………………………………25
圖3-1本研究之觀念性架構…………………………………………………………52
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