近幾年來隨著政府法令的開放，金融產業趨於綜合化，交叉銷售的業務方興未艾，金融業為強化與現有顧客的關係，持續積極經營企業形象、打造舒適的營業環境、加強服務品質的提升，並透過理財專員為客戶規劃資產配置以及增加金融產品的廣度，期增加與客戶的接觸頻率，進而鞏固客戶關係。本研究擬以關係行銷的觀點，探討金融產業經營交叉銷售業務，顧客對於產品購買意圖之要素。
本研究以大台北地區20歲以上、具有與金融機構往來經驗的民眾為研究對象，共回收421份問卷，有效問卷共330份。利用SPSS 12.0及AMOS 7.0統計軟體作為資料分析的工具。
研究結果發現，關係品質（滿意、信任、承諾）及關係強度（接觸密集程度、服務人員的顧客導向）對於「顧客對交叉銷售的認知風險」有負面顯著的影響性；而關係品質（滿意、信任、承諾）及關係強度（服務人員的顧客導向）對於「顧客對關係利益的知覺」有正面顯著的影響性；而「顧客對交叉銷售的認知風險」對「購買意圖」有負面顯著的影響；「顧客對交叉銷售關係利益的知覺」對「購買意圖」有正面顯著的影響性；本研究的干擾變數「顧客對發行產品公司企業形象之認知」亦對「關係品質」與「關係強度」對「顧客對交叉銷售
的認知風險」有部分強化的影響性。但是「接觸的密集程度」對「顧客對交叉銷售關係利益的知覺」則沒有顯著的影響性。
由以上結論可知，金融機構可藉由營造良好的關係品質、關係強度，以及代銷企業形象良好公司的產品，並給予顧客適當的優惠待遇，藉以降低顧客對交叉銷售的認知風險，以及提高對關係利益的知覺，來提升顧客的購買意圖。

With the opening of the government regulations in recent years, the financial industry tends to integrate. The business of cross-selling is flourishing. In order to strengthen the relation with customers, firms of financial industry continuously manage the corporate image, make the operation environment comfortable, and improve the quality of services. The finance consultants plan the assets allocation and broaden the financial service to increase the frequency of customers contacting thus enhances the integrity of customer relationship. This research is about “The influential factors of customers’ purchase intention on the cross-selling of financial services─from the viewpoint of relationship marketing”.
This research targeted people over the age of 20 and with financial service experiences in Taipei. 330 shares were effective among the 421 questionnaires retrieved. Further analysis applied the facilitating of SPSS 12.0 and AMOS 7.0 software.
As the research found, the influence of the relationship quality (satisfaction, trust, commitment) and the relationship intensity (frequency of contacting, customer-orientation of service provider) towards “customer's cognitive risk to cross-selling” is significant negative; the influence of the relationship quality (satisfaction, trust, commitment)and the relationship intensity (customer-orientation of service provider) towards “customer's perception of relationship interests” is significant positive; the influence of “customer's cognitive risk of cross-selling” towards “intention of purchasing” is significant negative; the influence of “customer's perception on cross-selling relationship interests ”towards “intention of purchasing” is significant positive; the moderating variable—“customer's perception on the corporate image of service provider”, partially enhance the influence of both “relationship quality” and “relationship intensity” toward “customer's cognitive risk to cross-selling”. But the influence of “frequency of contacting toward customer's perception on cross-selling relationship interests” is not apparent.
According to the study, financial companies will be able to decrease the customer's cognitive risk on cross-selling service, to improve the perception of relationship interests and enhance the purchasing intention of customers, by means of building good relationship quality and relationship intensity, providing financial service for companies with good image, and offering proper preferential treatment to customers.

第 壹 章 緒論1
第 一 節 研究背景 1
第 二 節 研究動機 3
第 三 節 研究目的 4
第 四 節 研究流程 5

第 貳 章 文獻探討 9
第 一 節 交叉銷售的相關研究9
第 二 節 關係行銷 16
第 三 節 關係品質與關係強度27
第 四 節 關係利益 34
第 五 節 認知風險 39
第 六 節 購買意圖 44
第 七 節 企業形象 46

第 叁 章 研究方法 53
第 一 節 研究架構 53
第 二 節 研究假設 54
第 三 節 操作性定義與衡量方式63
第 四 節 抽樣設計 71

第 肆 章 實證分析 73
第 一 節 問卷回收 73
第 二 節 敘述統計分析74
第 三 節 相關分析 78
第 四 節 信度與效度分析79
第 五 節 變數關係 82

第 伍 章 結論與建議105
第 一 節 實證結論 105
第 二 節 管理實務意涵與建議109
第 三 節 研究貢獻 113
第 四 節 研究限制 115
第 五 節 未來研究方向116

參考文獻119
附錄一：問卷131

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