(3.238.249.17) 您好!臺灣時間:2021/04/14 12:17
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:江仁凱
研究生(外文):Ren-Kai Chiang
論文名稱:顧客再購行為之探索性研究—以電視購物為例
論文名稱(外文):An Exploratory Research of Consumers’ Repeat Purchasing Behavior—An Example of TV Home Shopping Industry in Taiwan
指導教授:何雍慶何雍慶引用關係
學位類別:碩士
校院名稱:國立中正大學
系所名稱:企業管理所
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:2005
畢業學年度:93
語文別:中文
論文頁數:69
中文關鍵詞:虛擬通路電視購物再購行為
外文關鍵詞:Virtual ChannelTV home shoppingRepeat purchasing behavior
相關次數:
  • 被引用被引用:16
  • 點閱點閱:832
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:278
  • 收藏至我的研究室書目清單書目收藏:5
在同業間競爭激烈,消費者又不易滿足的今日,各行各業無不苦心思索如何去提升知名度、吸引人潮與促進購物消費。但生意若要做的長久,最重要就是要有老顧客的支持。從行銷以及消費者理論的角度解釋,就是要能夠培養一群具有忠誠度且時常發生再購行為的消費者。本研究即是針對再購行為進行探討,試圖去發現引發顧客再購行為的各式因素,並以虛擬通路中近來蓬勃發展的電視購物產業為探討對象。

研究中提及虛擬通路、電視購物產業的發展、消費者滿意度和消費者忠誠度對於再購行為正反影響的論述。在針對居住在大台北地區,又有電視購物經驗消費者的問卷回收與統計分析之後,發現電視購物頻道在處理顧客抱怨時的反應、親朋好友的口碑訊息、業者推出的促銷活動、轉換購物頻道面臨的移轉障礙以及消費安全性風險維護五點因素,對於顧客的再購行為均具有顯著性的影響。文末也針對這五個面項,給予概念上及實務上的建議,期望對於電視購物產業能有所助益。
The competition in the market is getting much more intensive than before, meanwhile, customers become very critical and difficult to be satisfied as there are too many choices to them in the market. Under such stress, conditions are not favorable for business. Therefore, every enterprise is trying to be well-known and attractive to his potential customers in order to survive. However, that’s not enough. There is one more partner, loyalty customers, that enterprise needs to support and run their business smooth and well. As scholars said, we can identify consumer’s loyalty by observing consumers’ repeat purchasing behavior. Therefore, as long as we know the factors that make customer continue to purchase, it would be helpful to existing enterprises.

In the study I take TV home shopping as example to explore the factors that drive customers’ repeat purchasing behavior. After reviewing previous literature that talking about virtual channel, TV home shopping and consumer behavior. I found five factors that may cause customer’s repeat purchasing behavior. They are enterprises’ reaction and response upon customers’ complaint; words of mouth; sales promotion; switching cost and security risk.

This proposed model was tested and focused on consumers who have TV home shopping experience in Taipei area. And the statistics results show that above five factors are significantly affecting customers’ repeat purchasing behavior. Hoping the conclusion and suggestion of this study are useful to TV home shopping enterprises in Taiwan.
目 錄
論 文 摘 要 I
ABSTRACT II
目 錄 III
表 目 錄 V
圖 目 錄 VI
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
第二章 文獻探討 4
第一節 虛擬通路 4
壹、虛擬通路之概念 4
貳、虛擬通路行銷觀念與運用 4
第二節 電視購物 7
壹、電視購物定義 7
貳、電視購物發展 7
第三節 消費者行為 11
壹、消費者購買決策 11
貳、購後行為 13
第四節 影響再購行為因素 19
壹、顧客抱怨處理 19
貳、口碑訊息 21
參、促銷活動 21
肆、移轉障礙 23
伍、安全性風險 24
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假設 28
第三節 變數定義與操作型定義 29
第四節 問卷設計與資料收集 31
壹、問卷設計 31
貳、資料收集 32
第五節 資料分析方法 35
第四章 統計分析與結果 37
第一節 問卷統計 37
第二節 信度分析 40
第三節 因素分析 41
第四節 相關分析 47
第五節 迴歸分析 49
第五章 結論與建議 51
第一節 研究結論 51
壹、研究假設與驗證結果 51
貳、研究建議 52
第二節 研究限制與未來研究建議 56
壹、研究限制 56
貳、未來研究建議 56
參 考 文 獻 57
附錄: 66
研究問卷 66
一、中文部分

1.e天下雜誌 (2005),一天一億元,東森購物超級秀 3月。

2.刁韶季 (2004),東森購物大紅大紫有隱憂今年前七月賠四億。財訊月刊,第271期,第301-302頁。

3.小 碧 (1997),美國電視購物頻道之經營。廣電人,第34期,第37-38頁。

4.中國時報 (1998),財團跨業結盟 電視購物成戰場。4月8日第十三版。

5.杜壯 (2000),服務復原管理概念性模式之建構。國立交通大學經營管理研究所博士論文。

6.李海容 (1997) ,大陸電視購物的特點與前景。廣告學研究,第9期,第87-97頁。

7.馬詠睿 (2004),虛擬通路中電視購物顧客滿意度研究—以東森得易購為例。國立臺灣師範大學圖文傳播學系碩士論文。

8.野口恆 (1990),虛擬工廠—超收益企業。陳青譯/中衛發展中心。

9.陳健麟 (1997),有線電視購物消費行為之研究。南開學報,第 2 期,第205-222頁。

10.陳志遠、藍政偉 (2000),消費者抱怨行為、抱怨處理方式及其抱怨處理後行為之研究。台北大學企業管理學報,第四十八期,第139-172頁。

11.郭昭琪 (2001),東森得易購—結合電視購物與電子商務。商業現代化,第48期,第18- 25頁。

12.黃鳴棟 (2003),虛擬通路產業的經營模式與競爭策略分析:以「電視購物」為例。國立台灣科技大學管理研究所碩士論文。

13.動腦雜誌 (1994),電視購物頻道一塊錢服務到家的便利超商。第223期,第38-39頁。

14.楊志弘 (1995),台灣地區有線電視頻導總覽。傳莘雜誌社,第104頁。

15.蔡國棟 (1994),有線電視購物頻道的媒介環境之研究-媒介系統依賴論的觀點。國立交通大學傳播科技研究所碩士論文。

16.劉志忠 (1997),服務業服務品質與消費者行為意圖關係之研究—以高雄市六家百貨公司為例。國立中山大學企業管理研究所碩士論文。

17.劉昌振 (2004),品牌認知、服務品質與促銷活動對油品消費者再購行為的影響。國立中正大學企業管理研究所碩士論文。

18.鄭紹成 (1996),服務業服務失誤、挽回服務與顧客反應之研究。中國文化大學國際企業管理研究所碩士論文。
二、英文部分

1.Bearden & Tee. (1983), “Selected Determinants of Consumer Satisfaction and Complaint Reports”, Journal of Marketing Research, Vol. 20, pp. 21-28.

2.Bitner, M. J., Booms, B. H. & Tetreault, M. S. (1990). “The Service Encounter: Diagnosing Favorable &Unfavorable Incidents.” Journal of Marketing, 54(1), pp.71-84.

3.Blodgett, Jeffery G., Kirk. L. Wakefield, and James H. Barnes (1995), ”The Effects of Customer Service on Consumer Complaint Behavior,” Journal of Service Marketing, 9 (4), pp 31-42.

4.Bone, P. F., (1995), “Word-of-Mouth Effects on Short-term and Long-term Product Judgements”, Journal of Business Research, vol. 32, pp.213-223.

5.Cardozo, R.N., (1965), “An Experimental Study of Customer, Effort, Expectation and Satisfaction,” Journal of Marketing Research, Vol.2, August, pp.244-249.

6.Clark, Gary L., Peter F. Kaminski & David R. Rink (1992). “Consumer Complaints: Advice on How Companies Should Respond Based on an Empirical Study.” Journal of Services Marketing, 6(1), pp. 41-50.

7.Conlon, D. E., and Murry, N. M., (1996) “Customer Perception of Corporate Responses to Product Complaints: The Role of Explanations,” Academy of Management Journal, Vol.39, No.3, pp.140-156.

8.Craft, S.H.(1999), “ Marketers Gain by Measuring True Loyalty, Marketing News. ” Vol.33, pp.18.

9.Day, R. L. & E. L. Landon, (1977). “Toward A Theory of Consumer Complaining Behavior, Consumer and Industrial Buying Behavior,” Amsterdam:North Holland Publishing Co, pp. 425-437.

10.Day, Ralph L.,(1977) “ Extending the Concept of Consumer Satisfaction”, Atlanta : Association for Consumer Research, Vol. 4, pp.149-154.

11.Desatnick, R. L. (1988). “Managing to Keep The Customer.” Boston, Massachusetts: Houghton Mifflin.

12.William D Diamond and Campbell, Leland., ( 1990 ), “Framing and Sales Promotions: The Characteristics of A Good Deal,” Journal of Consumer Marketing, Vol.7, Iss.4, pp.25-31.

13.Diane, H. & Dorge, C., (1991). “Postpurchase hierarchies of effect: The antecedents and consequences of satisfaction for complainers versus noncomplainers.” International Journal of Research in Marketing, 8(4), pp.315-328.

14.Engel, James F., Blackwell, Roger D., and Miniard, Pual W (1993), “Consumer Behavior,” 7th edition, the Dryden Press.

15.Engel, J. F., Miniard, P. W. and Blackwell, R. D. (1995).”Consumer Behavior,” 8th ed., Forth Worth:Dryden Press.

16.Estelami, Hooman (2000), ”Competitive and Procedural Determinants and Disappointment in Consumer Complaint Outcomes,” Journal of Service Research, Vol 2, 3 (February), pp. 285-300.

17.Fornell, Claes and Birger Wernerfelt (1987), “Defensive Marketing Strategy by Customer Management : A Theoretical Analysis,” Journal of Marketing Research, 24(November), pp.337-346.

18.Fronell, Claes(1992),“A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, Vol.56(January),pp.6-21.

19.Gronroos, C. (1988), ”Service Quality: The Six Criteria of Good perceived Service Quality,” Review of Business, 9 (Winter), pp.10-13.

20.Goodwin, C. and Ross, I. (1990), “Consumer Evaluations of Response to Complaints: What’s Fair and Why,” Journal of Service Marketing 4 (Summer), pp.53-61.


21.Gillette, (1970).”A profile of Urban In-home Shopper,” Journal of Marketing, July.

22.Gilly, Mary C., John L. Graham, Mary Finley Wolfinbarger & Larua J. Yale(1998), “A Dyadic Study of Interpersonal Information Search,” Journal of the Academy of Marketing Science, 25, pp.83-100

23.Gurney, Peter (1999), “Influence Is The Better Part of Loyalty,” Marketing News, 33(Oct), pp.40.

24.Hart, C. W. L., Heskett, J. L. & W. E. Sasser Jr. (1990). “The Profitable Art of Service Recovery.” Harvard Business Review, 68(4), pp.148-156.

25.Jacoby, Jacob and James J. Jaccard (1981), “The Source, Meaning, and Validity of Consumer Complaint Behavior: A Psychological Analysis,” Journal of Retailing, 57(Fall), pp.4-24.

26.Jones, Michael A., David L. Mothersbaugh, Sharon E. Beatty (2002), “Why Customer Stay: Measuring the Underlying Dimensions of Services Switching Cost and Managing Their Differential Strategic Outcomes,” Journal of Business Research,Vol.55 (May), pp.441-450.

27.Kelly, S. W., Hoffman, K. D., and Davis, M. A.,(1993) “A Typology of Retail Failures and Recoveries,” Journal of Retailing, Vol. 69, No. 4, pp. 429-452.

28.Kelly, Scott W. and Mark A. Davis (1994), “Antecedents to Customer Expectations for Service Recovery,” Journal of the Academy of Marketing Science, 22 (1), pp.52-61.

29.Kotler, P. (1999), “Marketing Management: Analysis, Planning, Implementation and Control,” 9th ed, Englewood Cliffs, NJ: Prentice-Hall Inc.

30.Kotler, Philip (2000), “Marketing Management : Analysis, Planning, Implementation, and Control, “10th Edition, New Jesey, Prentice-Hall Inc.


31.Loudon, David L. & Albert J. Della Britta (1984), “Consumer Behavior-Concepts and Applications,” 2nd ed., New York: Mc-Graw Hill.

32.Lawrence L. Martin.(1993).”Total Quality Management in Human Service Organization.” Newbury Park. CA:Sage.

33.Lee, Z.Y., Yu, H.C. and Ku, P.J.(2001), “An analysis and comparison of different types of electronic payment systems, ” Management of Engineering and Technology, PICMET '01. Portland International Conference on, Vol.2, pp.38-45

34.Monoky, John F. (1998), “Does Satisfaction Equal Loyalty?” Industrial Distribution, 87(Aug), pp.88

35.Oliver, Richard L. and Wayne S. DeSarbo(1988).“Response Determinants in Satisfaction Judgments,”Journal of Consumer Research,14(March),pp.495-507.

36.Oliver, R. L. (1980), “A Cognitive Model of The Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, Vol. 17, No. 11, pp.460-469.

37.Oliver, Richard L. (1999), “Whence Consumer Loyalty?” Journal of Marketing, 63, pp.33-44.

38.Parasuraman A., Zeithaml, V. A. & Berry, L. L.(1996). “The behavioral consequences of service quality,” Journal of Marketing, Vol. 60, pp. 31-46.

39.Reichheld, F. F. & W. E. Sasser, Jr (1990). “Zero Defections : Quality Come to Services.” Harvard Business Review, 68(5), pp.105-111.

40.Reichheld, F.E., (1996). “Learning form Customer Defections”, Harvard Business Review March-April, pp.57-69,

41.Ryan, Michael J. (1999), “Diagnosing Customer Loyalty Drivers,” Marketing Research, 11(2), pp.18-27.


42.Sellers, P. (1989). “Getting Customer to Love You.” Fortune, March 13, pp.38-49.

43.Smart, D. T. and C. L. Martin (1992), “Manufacture Response to Consumer Correspondence: An Empirical Investigation of Consumer Perceptions,” Journal of Consumer Affairs, Vol.26, No.1, pp.104-128.

44.Sambandam R. and Kenneth R. L.(1995), “Switching behavior in automobile markets: a consideration-sets model”, Journal of the Academy of Marketing Science, 23(1):pp.57-65.

45.Stephens, Debra, L., Ronald Paul Hill, and Karyn Bergman (1996), “Enhancing the Consumer-Product Relationship: Lessons from the QVC Home Shopping Channel, ”Journal of Business Research, Vol.37 (3), pp.193-200.

46.Smith, H. J., Milberg, S. J., and Burke, S. J. (1996) “Information Privacy: Measuring Individuals' Concerns About Organizational Practices,” MIS Quarterly (20:2), June, pp. 167-196.

47.Schneider, Benjamin & David E. Bowen (1999), “Understanding Customer Delight and Outrage,” Sloan Management Reivew, 41 (Fall ), pp.35-46.

48.Stratigos, Anthea (1999), “Measuring End-user Loyalty Matter,” Online,23(6),pp.74-78

49.Sandra, M. Forsythe& Bo Shi(2003), “Consumer patronage and risk perceptions in Internet shopping”, Journal of Business Research, Vol.56, pp. 867-875.

50.Technical Assistance Research Program (1979), “Consumer Complaint Handling inAmerican: Summary of Findings and Recommendations,” Washington, DC:U.S.Office of Consumer Affairs.

51.Technical Assistance Research Program (1986), “Consumer Complaint Handling in American: An Updated Study Part II,” Washington, DC: U.S. Office of Consumer Affairs.

52.Taylor, Shirley (1994). “Waiting for service: The relationship between delays and evaluations of service.” Journal of Marketing, 58(April), pp.56-69.

53.Tax, S. S., W. B. Brown, & M. Chandrashekaran, (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. Journal of Marketing, 62(4): pp.60-77.

54.Walster, E., Bersheid, E. & Walster, G. W. (1973). “New direction in equity research. Journal of Personality and Social Psychology,” 25(2), pp.151-176.

55.Westbrook, Robert A.(1987) “ Product / Consumption-Based Affective Responses and Postpurchase Processes, “ Journal of Marketing Research, 124 (August), pp.258-270.

56.Weylman, C. Richard (1999) “Marketing for Forward Thinker,” National Underwriter, 103 (Jun), pp.24-27.


三、網頁部分

1.貝月清(2003),東森購物ES台開播引爆台灣零售業第三次革命。ET today, 9月27日。
http://www.ettoday.com/2003/01/12/1138-1399285.htm

2.邱高生 (2005),<2005市場報告-44>突破電視購物的成長曲線。
東方線上
www.isurvey.com.tw

3.茅以寧(2004),電視營銷︰“塑膠盒”一年賣出1億美元之秘。21世紀經濟報導07月28日。
http://www.nanfangdaily.com.cn/jj/20040729/gl/200407280072.asp

4.國際先驅導報(2004),台灣東森能讓電視購物在中國大陸“死灰複燃”?
5月13日。
http://news.xinhuanet.com/herald/2004-05/13/content_1467850.htm
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔