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研究生:陳鉦達
研究生(外文):Chen Cheng-Ta
論文名稱:從眾消費行為對顧客抱怨行為影響之研究
論文名稱(外文):The Impact of Consumer Conformity Behavior on Customer Complaint Behavior
指導教授:謝安田謝安田引用關係
指導教授(外文):Hsieh An-Tien
學位類別:博士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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
畢業學年度:95
語文別:中文
論文頁數:143
中文關鍵詞:從眾行為顧客滿意顧客抱怨行為
外文關鍵詞:conformitycustomer satisfactioncustomer complaint behavior
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消費者在現實生活中常會受團體 (社會)之購買行為、評價與意圖所影響,進而改變自身對產品之評價、購買意圖及消費行為,以符合團體期望,此種現象稱之為從眾消費行為。過往有關消費者從眾之行銷研究,大多集中產品及品牌選用之決策上面;其在消費者購後反應之領域中仍極少受到重視。然而,由於決策通常皆隱含著不確定性,因此,消費者在作決策時,通常會選擇較不會產生負面情緒的方案,以使其滿意度或效能極大化。故本研究將以消費者從眾行為作為獨立變數,深入探討其對消費者滿意度及顧客抱怨行為之影響。
本研究係透過便利抽樣方法,請曾有過從眾消費經驗之消費者填答。共計發出580份問卷,問卷回收並扣除無效問卷後,實際可用之有效樣本為476份,有效回收率達82.1%。研究結果發現,從眾消費行為將對顧客滿意度產生影響,其中,當消費者處於規範性從眾壓力所生之購買行為,較資訊性從眾消費更易產生購後不滿之現象。此外,顧客滿意度與顧客抱怨行為間之關係,本研究實證結果發現兩者間呈負相關,其中對於消費者向賣方抱怨及向第三團體抱怨之影響尤其顯著。至於從眾消費對顧客抱怨行為之影響部份,本研究亦發現,無論是規範性或資訊性從眾,皆會對顧客抱怨行為產生正向影響。
Social influence as a determinant of consumer behavior, conformity is one manifestation of social influence, consumers may purchase products as a result of overt conformity pressures form others. Understanding the role of conformity behavior in the customer’s decision is a key issue, however, it has received little attention in the marketing area, especially on consumer post-purchase’s reaction. Therefore, the purpose of this study is to explore the effects of conformity behavior on customer satisfaction and customer complaint behavior.
A total of 580 responses were sent. Out of these, 103 were not collected or rejected because of missing data in the questionnaire. Thus, the total usable sample for analysis was 476. In summary, the research results were as below:
1. Conformity behavior was negatively related to customer satisfaction. Furthermore, the informational conformity behavior’s satisfaction was higher than normative conformity behavior’s satisfaction.
2. Customer satisfaction has negative impact on customer complaint behavior.
3. Whether informational conformity or normative conformity, they both have positively impact on customer complaint behavior.
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  ..................... xi
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題............... 3
  第三節  研究目的與重要性........... 6
  第四節  研究限制............... 7
  第五節  研究架構............... 8
第二章  文獻探討................. 10
  第一節  從眾消費行為............. 10
  第二節  顧客滿意度.............. 23
  第三節  顧客抱怨行為............. 35
第三章  研究假設................. 46
  第一節  從眾消費行為與顧客滿意度之關係.... 46
第二節  顧客滿意度與顧客抱怨行為之關係.... 49
第三節  從眾消費行為與顧客抱怨行為之關係... 50
第四章  研究方法................. 52
  第一節  變數之操作性定義與衡量........ 52
  第二節  研究樣本及資料蒐集.......... 55
  第三節  信度與效度分析............ 57
  第四節  資料分析方法............. 68
第五章  從眾消費行為與顧客滿意度之實證分析.... 70
  第一節  人口統計變數與從眾消費行為之實證分析. 70
第二節  從眾消費行為與顧客滿意度之相關分析.. 75
第三節  從眾消費行為對顧客滿意度影響之分析.. 76
第六章  顧客滿意度與顧客抱怨行為之實證分析.... 81
  第一節  人口統計變數與顧客滿意度之實證分析.. 81
第二節  顧客滿意度與顧客抱怨行為之相關分析.. 87
第三節  顧客滿意度對顧客抱怨行為影響之分析.. 87
第四節  不同顧客滿意程度對顧客抱怨行為影響之分析..................
92
第七章  從眾消費行為與顧客抱怨行為之實證分析... 94
  第一節  人口統計變數與顧客抱怨行為之實證分析. 94
第二節  從眾消費行為與顧客抱怨行為之相關分析. 100
第三節  從眾消費行為對顧客抱怨行為影響之分析. 100
第八章  結論與建議................ 108
  第一節  研究結論............... 108
  第二節  管理實務建議............. 115
  第三節  未來研究方向建議........... 117
參考文獻 ..................... 119
附錄A  研究問卷................. 139
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