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研究生:秦民
論文名稱:信任對消費者行為影響之研究–以台灣電視購物產業為例
論文名稱(外文):A study of the influence of trust on consumer behavior - Taiwan TV shopping
指導教授:于卓民于卓民引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:經營管理碩士學程(EMBA)
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:99
語文別:中文
論文頁數:50
中文關鍵詞:電視購物信任消費者行為滿意度忠誠度結構方程模式
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本研究運用結構方程模式,驗證電視購物產業中,信任對消費者行為的影響。研究結果發現:電視購物產業中,特性滿意度正向影響顧客滿意度,顧客滿意度正向影響顧客忠誠度,信任正向影響顧客忠誠度及特性滿意度。
「品質→滿意→忠誠」此一消費者的行為模式,在電視購物產業中仍然適用。其中,特性滿意度對顧客滿意度的影響極大,而特性滿意度的影響來自商品、節目、促銷及服務四大構面。各個構面之間相關極高且對特性滿意度的相關差異不大,顯示每一次的交易關係,或僅僅是節目的播出、促銷訊息的傳遞以及服務的接觸,都會對顧客滿意度產生影響。
此外,研究結果發現:電視購物產業中,除了顧客滿意度之外,信任是顧客忠誠度的形成的主要前因。電視購物產業與電子商務產業類似,因為顧客無法從銷售人員的肢體動作評估其是否值得信任,也無法從店家的裝潢陳列評估店家,或是把玩商品評估商品的品質。顧客的不確定性因此增加,信任對忠誠的影響也因此增加。
從管理的意涵來看,電視購物業者當前的經營重點,應落實商品以及節目素材的管理,以避免從業人員為了業績而違反法令規範。如此才能讓顧客認為電視購物業者信守承諾,以建立顧客信任,進而產生顧客忠誠。
其次,資安議題關係到業者是否值得信賴,因此是顧客信任的另一個重要基石。對電視購物業者而言,資安的強化,除了避免違反法令所帶來的賠償風險,其實是建立顧客信任的重要投資。長期而言,對顧客忠誠以及長期利潤都會有正向的影響。
第一章 緒論 1
第一節 研究背景 1
第二節 研究問題與目的 4
第三節 研究流程與章節簡述 5
第二章 文獻探討 7
第一節 顧客滿意度與忠誠度 7
第二節 信任 11
第三節 研究假說與研究架構 13
第三章 研究方法 17
第一節 變數定義與衡量方法 17
第二節 研究設計與資料收集 19
第三節 資料分析 21
第四章 實證分析 23
第一節 樣本敘述 23
第二節 因素分析 25
第三節 模式驗證 27
第四節 假說驗證 30
第五章 結論 32
第一節 研究結論 32
第二節 管理意涵 34
第三節 研究限制與後續研究建議 37
參考文獻 38
附錄一:台灣電視購物產業特性 43
附錄二:本研究問卷 47
一、 中文部分
1.周泰華,黃俊英,郭德賓,1999,「服務品質與顧客滿意評量模式之比較研究」,輔仁管理評論,6卷1期,頁37~68。
2.經濟部統計處網站,「批發、零售及餐飲業動態調查」。
3.經濟部,2007,「無店面零售業營運模式研究報告」, 96 年度電子商務法制及基礎環境建構計畫。

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