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研究生:郭雅德
研究生(外文):Kuo Ya-Te
論文名稱:消費者購買行為與關係行銷之關聯性分析
論文名稱(外文):The relationship between consumer purchasing and relationship marketing
指導教授:周建亨周建亨引用關係
指導教授(外文):Chien-Heng Chou
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系碩士班
學門:商業及管理學門
學類:貿易學類
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:83
中文關鍵詞:消費者創新採用關係強度關係行銷
外文關鍵詞:consumer innovativenessrelationship strengthrelationship marketing
相關次數:
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  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
現今企業行銷的重心,為重視現有顧客關係的維持,並運用關係行銷來創造、維持、增強與顧客的價值關係,以謀求企業之最大的利益。但在發展關係行銷的初期,首要工作就是對消費者進行市場區隔,以釐清顧客群,以免建立無效率之關係行銷。而消費者創新採用之特質為市場區隔一項重要變數,若企業能與具有此特質的消費者維持長久的關係,則企業導入新產品的成功機會將大大提升,故本研究欲探討具有創新採用特質之消費者是否能與企業建立關係強度。
本研究所分析之資料為初級資料,以中國文化大學推廣部的在職學生為抽樣對象。本研究共發出400份問卷,回收389份,有效問卷共311份。
研究結果顯示,在控制顧客滿意、承諾及關係連結下,消費者創新採用特質與關係強度呈現顯著負相關。最後,依據本研究結果提出實務和理論策略涵義,及後續之研究建議。
Nowadays, the focus of marketing is keeping the relationship with current customers, and how to utilize customer relationship create, maintain, and increase customer value, such that business profits can be maximized. But in the early stage of customer relationship development, the first step is market segmentation. Consumer innovativeness is one of the important variables of market segmentation. If the company can keep long-term relationship with this kind of consumers, the probability of market success will improve. The main purpose of this study is to examine the relationship between customer innovativeness and relationship strength.
The data of this study is primary data. The data source is the undergraduate students in Chinese Culture University. 400 questionnaires were distributed. Of all samples, 389 questionnaires were returned, with usable questionnaires totaling 311.
The results of the research show that when controlling for customer satisfaction, commitment, and bonds, consumer innovativeness is negatively and significantly correlated with relationship strength. Theoretical and practical implication, and future study suggestions are discussed.
內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ix
第一章  緒論................... 1
  第一節  研究背景與問題............ 1
  第二節  研究目的............... 2
  第三節  觀念性架構.............. 3
  第四節  研究範圍與限制............ 4
第二章  文獻探討及研究限制............ 6
  第一節  關係強度............... 6
  第二節  消費者創新採用特質.......... 19
  第三節  研究假設............... 26
第三章  研究方法................. 29
  第一節  抽樣設計............... 29
  第二節  變數之操作性定義及衡量方式...... 30
  第三節  樣本結果............... 37
  第四節  統計分析方法與架構.......... 39
第四章  基本資料分析............... 42
  第一節  研究變數之信度分析.......... 42
  第二節  研究變數之相關性分析......... 54
  第三節  假設檢定分析............. 56
第五章  結論與建議................ 61
  第一節  結論與涵義.............. 61
  第二節  後續研究建議............. 62
參考文獻 ..................... 64
附錄  研究問卷.................. 79
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