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研究生:王明俐
研究生(外文):Ming–Li Wang
論文名稱:消費者涉入對顧客抱怨行為之影響-兼論消費者習性為干擾變數之研究
論文名稱(外文):The effect of consumer involvement on customer complain behavior–moderating of consumer behavior
指導教授:陸 春 霖鄭 盛 樹
指導教授(外文):Chun–Lin LuSheng–Shu Cheng
口試委員:蕭仁傑葉英斌
口試委員(外文):Ren-jye ShiauYeh, Ying-Pin
口試日期:2011-07-13
學位類別:碩士
校院名稱:育達商業科技大學
系所名稱:企業管理所
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:2011
畢業學年度:99
語文別:中文
論文頁數:87
中文關鍵詞:消費者涉入顧客抱怨消費者習性
外文關鍵詞:consumer involvementcustomer complaintsconsumer spending habits
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近年來由於消費意識的抬頭,消費者對於自己所喜愛的商品會花較多的時間去研究後再決定購買與否。因此,許多文獻均對消費者涉入著墨不少,其中以對於消費者購後行為的研究最為廣泛。但大部分之研究成果均顯示,消費者的滿意度與涉入程度呈現高度正向相關。本研究則以反向思考方式,針對顧客抱怨與消費者涉入對顧客抱怨行為之影響進行研究。研究焦點為:(一)探討消費者在購買後一旦發生不如意的情況,是否一定會產生抱怨行為。(二)不同之消費習性是否會干擾消費者涉入對顧客抱怨影響之強度。本研究以問卷調查方式取得有效問卷373份,經資料分析後獲至如下結論:(一)消費者涉入對顧客抱怨行為有顯著影響。(二)消費者習性對消費者涉入與顧客抱怨行為之間具有干擾作用。以上結論將有助於業者對於消費者行為之了解,並做為行銷策略的選用之依據。
recent years, the rise in consumer awareness, consumer goods for their favorite will take more time to study before deciding to buy or not. Therefore, many papers have a lot of consumer involvement dwell, which the study of consumer shopping behavior is most extensive. But most of the research show that consumer satisfaction with the degree of involvement were highly positively correlated. This study places the reverse way of thinking, for customer complaints and consumer involvement on the impact of customer complaint behavior research. Research focus is: (a) of consumers purchase in the event of unsatisfactory conditions, whether the act would have complained. (b) the difference would interfere with consumers' spending habits involved in the effect on the strength of customer complaints. In this study, questionnaires were obtained 373 valid questionnaires, the data analysis was to the following conclusions: (a) the involvement of the customer complaint behavior of consumers have a significant effect. (b) the consumer habits of the consumers involved between customer complaint behavior and interference. These conclusions will help the industry understand consumer behavior and marketing strategy as the basis for selection.

目錄

書名頁
論文口試委員審定書授權書
授權書
中文摘要
英文摘要
謝 誌
目錄
表目錄
圖目錄
第一章 緒論
第一節 研究背景與問題
第二節 研究目的
第三節 研究範圍
第四節 研究流程
第二章 文獻探討
第一節 消費者涉入之定義與相關研究
一、涉入的定義
二、涉入理論
三、消費者涉入的分類
四、消費者涉入因素
五、消費者涉入對消費行為的影響
第二節 顧客抱怨行為
一、顧客抱怨行為之定義
二、顧客抱怨行為之型態
三、顧客抱怨行為之分類
四、顧客抱怨行為之影響因素
第三節 消費者消費習性
一、消費者消費習性之定義
二、消費者消費習性之型態
三、消費者消費習性之分類
第三章 研究方法
第一節 研究架構
第二節 變數定義與問卷設計
第三節 研究對象
第四節 樣本與資料收集
第五節 研究假設
第六節 資料分析方法
第四章 研究結果
第一節 量表信度分析
第二節 量表效度分析
一、內容效度
二、建構效度
三、相關分析
第三節 敘述性統計分析
第四節 人口統計變數與顧客抱怨行為之實證結果
第五節 消費者習性之干擾效果
第五章 結論與建議
第一節 研究結論
第二節 研究貢獻
第三節 管理意涵
第四節 研究限制
第五節 研究建議
參考文獻
一、中文部份
二、英文部分
附錄一
自 傳
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