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研究生:陳翔鵬
研究生(外文):Chen Hsiang-Peng
論文名稱:壽險業顧客交叉購買意圖之研究
論文名稱(外文):Customers’ cross-buying intentions in life insurance industry
指導教授:鄭士蘋鄭士蘋引用關係
指導教授(外文):Shih-Ping Jeng
學位類別:碩士
校院名稱:輔仁大學
系所名稱:管理學研究所
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:2006
畢業學年度:94
語文別:中文
論文頁數:60
中文關鍵詞:交叉購買壽險業公司聲譽
外文關鍵詞:cross-buying intention.insurance industrycorporate reputationperceived quality
相關次數:
  • 被引用被引用:12
  • 點閱點閱:720
  • 評分評分:
  • 下載下載:338
  • 收藏至我的研究室書目清單書目收藏:4
交叉銷售為公司對現存顧客促銷其目前擁有之外的產品或服務(Butera, 2000);國內29間壽險公司,多數皆銷售數十種甚至上百種不同險種及功能的保單,而國人購買保單的保額偏低,意外發生時保額普遍不足;且消費者亦願意購買其它險種的不同保障;因此,交叉銷售給顧客不同保單在壽險業成為重要議題。
公司聲譽對於消費者有著廣泛的影響,本研究即透過文獻探討選定變數,目的為探討消費者受到公司聲譽的影響,是否會透過知覺品質、知覺風險、節省的資訊成本、信任及情感承諾等變數,進而影響顧客交叉購買的意願。經由敘述統計分析、因素分析、相關分析及結構方程模型分析等方式,本研究發現公司聲譽會透過知覺品質、節省的資訊成本、信任及情感承諾等變數,影響顧客交叉購買的意圖。最後,根據本研究結論,提出對於壽險公司聲譽等方面之建議,以供參考。
Cross-selling is the practice of promoting additional products and services to existing customers in addition to the ones a customer currently has. Most of the 29 insurance companies in Taiwan sell hundreds of different categories and functions insurance. People in Taiwan have relative low insurance amount and the amount is not enough when accident happens. Consumers are willing to buy different insurance to have different insurances. Cross-selling different insurance products to customers is an important issue in insurance industry. This thesis investigates whether corporate reputations affect perceived quality, perceived risk, information cost saved, trust, and affective commitment and finally affect customers’ cross-buying intentions. The author found that corporate reputations affect perceived quality, information cost saved, trust, and affective commitment and finally affect 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 研究目的------------------------------------------------------------------3
第三節 研究流程------------------------------------------------------------------4

第貳章 文獻探討------------------------------------------------------------------------5
第一節 交叉購買意圖------------------------------------------------------------5
第二節 公司聲譽------------------------------------------------------------------7
第三節 知覺品質-----------------------------------------------------------------10
第四節 知覺風險-----------------------------------------------------------------12
第五節 節省的資訊成本--------------------------------------------------------14
第六節 信任-----------------------------------------------------------------------16
第七節 情感承諾-----------------------------------------------------------------19

第參章、研究假設與研究方法--------------------------------------------------------21
第一節 研究架構-----------------------------------------------------------------21
第二節 研究假設-----------------------------------------------------------------22
第三節 研究對象及抽樣方法--------------------------------------------------27
第四節 問卷設計-----------------------------------------------------------------28
第五節 資料分析工具-----------------------------------------------------------29

第肆章 資料分析與解釋-------------------------------------------------------------31
第一節 樣本資料分析-----------------------------------------------------------31
第二節 因素分析-----------------------------------------------------------------34
第三節 各研究變項間相關分析-----------------------------------------------35
第四節 信效度分析--------------------------------------------------------------37
第五節 模型配適度分析--------------------------------------------------------42
第六節 假設驗證-----------------------------------------------------------------43

第伍章 結論與建議-------------------------------------------------------------------47
第一節 研究結論-----------------------------------------------------------------47
第二節 學術貢獻-----------------------------------------------------------------49
第三節 管理意涵與建議--------------------------------------------------------50
第四節 研究限制及未來研究方向--------------------------------------------52

參考文獻-----------------------------------------------------------------------------------53












表目錄

表3-3-1 抽樣比例計畫-----------------------------------------------------------------27

表3-4-1 問卷題項出處-----------------------------------------------------------------28

表4-1-1 樣本之敘述統計分析--------------------------------------------------------32

表4-1-2 交叉分析-----------------------------------------------------------------------33

表4-2-1 因素分析-----------------------------------------------------------------------34

表4-3-1 相關係數矩陣-----------------------------------------------------------------35

表4-4-1 各構念之信度分析-----------------------------------------------------------38

表4-4-2 收斂效度分析-----------------------------------------------------------------40

表4-4-3 區別效度分析-----------------------------------------------------------------41

表4-5-1 模型配適度指標--------------------------------------------------------------42

表4-6-1 結構模型假設檢定-----------------------------------------------------------44










圖目錄

圖1-3-1 研究流程------------------------------------------------------------------------4

圖3-1-1 研究架構圖--------------------------------------------------------------------21

圖4-6-1 研究假設結果圖--------------------------------------------------------------45
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