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研究生:董振明
研究生(外文):Tung, Chen-ming
論文名稱:關係利益與顧客猶豫關係之研究
論文名稱(外文):The Relationship between Relationship Benefits and Customer Hesitation
指導教授:陳建佑陳建佑引用關係
指導教授(外文):Chen, Chien-Yu
口試委員:劉麗玲倪家珍
口試日期:2012-06-07
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士在職專班
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:2012
畢業學年度:100
語文別:中文
論文頁數:59
中文關鍵詞:關係利益顧客猶豫
外文關鍵詞:relationship benefitscustomer hesitation
相關次數:
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本文主在探討消費者購物過程中所獲得之關係利益及造成顧客猶豫不決間之關係,研究範圍界定於消費者(顧客)與企業(商店)間之商業行為及消費者與服務人員(員工)間之服務行為與情緒勞務關係。
本研究以問卷方式蒐集資料,對各階層人士發出510份問卷,回收469份,扣除無效問卷後,有效問卷為410份,以層級迴歸分析進行研究假設之驗證。
統計結果顯示關係利益與顧客猶豫呈現「正相關」之關係,其中男性消費者認知的社會利益、特殊利益、關係利益以及顧客猶豫皆高於女性;較年輕之消費者感受到之關係利益高於年齡較高者;未婚受訪者認知的社會利益、特殊利益以及關係利益高於已婚者;在社會利益、特殊利益、關係利益及顧客猶豫方面,顯示初入社會的新鮮人,可能因求職不易、工作穩定性、情緒壓力、收入等因素,較其他階層之受訪者無法獲得社會利益,反之,較資深的消費者對於新進員工較易獲得舒適之購物經驗,繼而與提供者發展出長久與穩定之關係;高薪資者的高消費能力獲得商家提供獨特之經濟利益與專屬之客製化利益,這與Peterson(1995)認為金錢的節省是驅使關係交換的主要動機的論點相符。
本研究依求得之結果提出實務建議與未來研究之限制與建議。
This research is mainly discusses about the consumer shopping process of obtaining the relational benefit and to produce the customer hesitation relationship. The area of research is defined the relationship between business practices, consumer and service personnel (employees) behavior and emotional labor relations in the consumer (customer) and enterprises (shops).
In this research, the use of questionnaires is to collect data, all stratum of the 510 questionnaires were distributed, 469 were recovered, after deducting the invalid questionnaires, the questionnaires amount is 410 copies, test the hypotheses by analyzing hierarchical regression.
The statistics showed “positive correlation” between the relationship benefits and customer hesitation. The male consumer’s cognition to social benefit, special benefit, relational benefit as well as the customer hesitation are all higher than the female, the younger consumers feel the relational benefit are higher than the elders; The unmarried participant cognition to social benefit, special benefit as well as the relational benefit are higher than the married people.
In the aspect of social benefit, special benefit, relational benefit and the customer hesitation, green hand of society are unable to obtain the social benefit because of hard to seek jobs, unstable work, emotional pressure, and salary. In the other hand, the senior consumers are easier to get a comfortable shopping experience with new staff, and develop long and stable relationship with the providers. High salary with high consuming ability obtains the economic benefit and customization by the merchants, this is match with Peterson’s (1995) idea ”The money is the main motive of driving relations to exchange thriftily.
Based on the results, the purpose is to provide practical suggestions and limits in the future.
中文摘要 ........................ vi
英文摘要 ........................ vii
誌謝辭 ......................... viii
內容目錄 ........................ 1
表目錄 ......................... 3
圖目錄 ......................... 4
第一章  研究動機與目的................. 5
  第一節  研究背景與問題............... 5
  第二節  研究動機.................. 7
  第三節  研究目的.................. 7
  第四節  研究程序.................. 7
第二章  文獻探討.................... 9
  第一節  關係利益.................. 9
  第二節  顧客猶豫.................. 14
第三章  研究方法.................... 16
  第一節  研究架構.................. 16
  第二節  研究假設.................. 16
  第三節  變數之操作性定義與衡量........... 17
  第四節  抽樣設計與樣本結構............. 21
  第五節  資料分析方法................ 21
第四章  實證結果.................... 23
  第一節  樣本基本特性................ 23
  第二節  問卷信效度分析............... 26
  第三節  人口統計變數、關係利益與顧客猶豫之關係... 27
  第四節  控制變數、關係利益與顧客猶豫之關係..... 32
  第五節  關係利益與顧客猶豫之關係.......... 34
第五章  結論與建議................... 35
  第一節  研究結論.................. 35
  第二節  未來研究建議與限制............. 37
參考文獻......................... 38
  附錄A 研究問卷.................. 48
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