臺灣博碩士論文加值系統

為什麼有些顧客會向同一個服務提供者交叉購買不同的服務呢？這篇研究解釋了造成顧客交叉購買意圖的原因。交叉購買意指：「除了顧客已有的產品和服務之外，顧客從原有服務提供者取得其他的產品或服務」。本研究以旅行業為實證對象，調查消費者向原服務提供者（旅行社）購買不同種類的旅遊行程之意圖。研究結果顯示，旅行社的聲譽會透過認知服務品質、認知風險、信任與情感承諾進而影響顧客的交叉購買意圖。此外，認知服務品質、情感承諾對於顧客交叉購買意圖為顯著的正相關；認知風險對於顧客交叉購買意圖為負相關；但節省的資訊成本與顧客交叉購買意圖的關係不顯著。

Why do some customers cross-buy different services from the same provider? This study examines the impact of corporate reputations on customers’ cross-buying intentions for services. Cross-buying refers to the customers’ practice of buying additional products and services from the existing service provider in addition to the ones s/he currently has. In the context of the travel industry, we find that the reputation of a travel agency influences the customers’ cross-buying intentions through the perceived service quality, the perceived risk, trust and affective commitment. Perceived service quality, trust and affective commitment positively affect the customers’ cross-buying intentions. Perceived risk negatively affects the customers’ cross-buying intentions.

目 錄
頁次
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 選擇旅行業之理由 2
第三節 研究目的 4
第四節 研究對象 4
第五節 研究流程 5
第六節 旅行業特性與分類 6

第貳章 文獻探討 13
第一節 企業聲譽 13
第二節 中介變數 17
第三節 交叉購買意圖 38

第參章 研究設計與方法 41
第一節 研究架構 41
第二節 研究假設 42
第三節 主要變數定義與衡量 49
第四節 問卷設計 50
第五節 抽樣方法與資料分析工具 51
第六節 預試結果 53

第肆章 研究結果 57
第一節 問卷回收與敘述統計分析 57
第二節 信度分析 59
第三節 效度分析 61
第四節 各研究變數間相關分析 64
第五節 模型適配度評估 66
第六節 假設驗證 67

第伍章 研究結論與建議 71
第一節 研究結論 71
第二節 管理意涵與建議 74
第三節 研究貢獻 77
第四節 研究限制與後續研究建議 78

參考文獻 81

表　目 錄
頁次
表1-6-1 我國旅行社分佈與數量統計 11
表2-2-1 各風險類型 25
表2-2-2 信任的構面 34
表3-3-1 各變數之定義 49
表3-4-1 各變數之操作性衡量項目 50
表3-5-1 國人出國旅遊之年齡結構分佈 51
表3-6-1 前測樣本之年齡結構分佈 53
表3-6-2 預試問卷的信度 54
表4-1-1 樣本基本資料統計表 58
表4-2-1 各構念之α值與CR值 59
表4-3-1 各衡量變數之收斂效度 61
表4-3-2 各潛在變數之信賴區間 62
表4-3-3 各潛在變數間之區別效度檢定 63
表4-4-1 研究變數相關係數 64
表4-5-1 適配度分析 66
表4-6-1 研究假設之驗證彙整 68

圖　目 錄
頁次
圖1-5-1 本研究之研究流程 5
圖2-2-1 要求退差價意願之影響要素模式 19
圖2-2-2 價格效果的概念關係 20
圖2-2-3 包含品牌名稱與商店名稱之延伸概念 20
圖2-2-4 消費者購買決策模式 29
圖2-3-1 交叉購買意圖的動機之概念模式 40
圖3-1-1 本研究主要架構 41
圖4-6-1 假設驗證摘要 69

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