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研究生:楊詩驊
研究生(外文):Shih-HuaYang
論文名稱:個人化電子郵件對信任與承諾之影響--博客來網路書店為例
論文名稱(外文):The Effect of Personalization on Trust and Commitment via Email - A Book.com internet book store example
指導教授:賴孟寬賴孟寬引用關係
指導教授(外文):Meng-Kuan Lai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際企業研究所碩博士班
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:英文
論文頁數:145
中文關鍵詞:個人化信任承諾
外文關鍵詞:PersonalizationTrustCommitment
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早已有許多學者指出信任和承諾對關係管理非常重要,並且為了找出承諾和信任在顧客關係管理過程中所發揮的作用,做了許多相關研究。然而,正因為信任和承諾在關係管裡扮演了相當重要的角色,本研究嘗試以更全面的觀點探討。根據理性行為理論(Fishbein & Ajzen, 1975),本研究將情感信任視作由認知信任所構成的態度,並假設情感信任將會影響顧客之後對於關係的承諾。
在過去的十年裡,傳統的廣告模式已經逐漸失去其對消費者的影響力,行銷人員因此急切地尋找新的方法提升與消費者的溝通品質與影響力,而個人化於是變得越發熱門。如今個人化的概念已經被廣泛地應用,但是對於個人化與信任的顧客關係研究依然缺乏,並且有關個人化的明確定義與分門別類的依據標準也尚待建立。除此之外,過去大多數與個人化相關的研究都聚焦於消費者的隱私顧慮,卻忽略了實證結果與許多不同種類的個人化內容和執行方式。因此,本研究設計了四組實驗情境以檢視不同類型的個人化(自我指涉個人化以及偏好滿足個人化)對於本研究所使用的變數造成的影響。研究結果顯示,自我指涉個人化以及偏好滿足個人化都會顯著地加強顧客的認知信任和情感信任,並且支持認知信任與情感信任之間,以及情感信任與顧客承諾之間皆有正向的影響。
Many researchers have pointed out the importance of trust and commitment with regard to relationship management, and abundant studies have already been done to determine what kind of methods companies should employ to achieve a great relationship with their customers. Because trust and commitment play such important roles in relationship management, this study is an attempt to investigate the relationship from a comprehensive perspective. Adopting the theory of reasoned action (Fishbein & Ajzen, 1975), this study viewed emotional trust as an attitude which is formed by cognitive trust and proposed that emotional trust will influence customers’ level of commitment.
In the past decade, traditional advertisements have gradually lost their power over customers, and marketers are eager to find new methods to improve communication quality, so personalization has become popular. In spite of the fact that the idea of personalization has been widely applied, relevant research about the impact of personalization on customer trust is still lacking, and a clear classification and definition of personalization has yet to be built. In addition, most of the previous research on personalization has focused on privacy concerns but has ignored empirical outcomes as well as numerous types and executive methods of personalization. Hence, for the purposes of this study, four experimental conditions were designed in order to examine different personalization effects (i.e. self-referent and preference-matching) and the relationships among all of the research variables. The results of this study revealed that self-referent personalization and preference-matching personalization both have a significant influence on enhancing both cognitive trust and emotional trust, and a positive relationship between cognitive trust, emotional trust and commitment was also supported.
TABLE OF CONTENTS
CONTENTS……………….………………………………………………………………………. I
LIST OF TABELS……….……………………………………………………………………….. II
LIST OF FIUGURE……….……………………………………………………………………… III
CHAPTER I INTRODUCTION………………………………………………………………..... 1
CHAPTER II LITERATURE REVIEW………………………………………………………... 7
Personalization…………………………………………………………………………………….7
Cognitive Trust………………………………………………………………………………… 10
Emotion Trust………………………………………………………………………………….... 12
Commitment…………………………………………………………………………………....... 13
Conceptual Model…………………………………………….………………………................. 14
CHAPTER III METHODOLOGY…………………………………………………………….. 21
Research Design…………………………………………………….…………………………... 21
Operation Definition of Research Variable…………………………..………………………….. 24
Experimental Material……………………………………………….………………………….. 30
Pretest ..……………………………………………………………….…………………………. 36
Modifications …………………………………………………………..…………….…............ 42
Formal Data Collection……......…………………………………………………………..…… 48
CHAPTER IV RESULTS AND DISCUSSIONS..……………………………….……………… 53
Data Handling….………………………………………………………………………………... 53
Data Codings….………………………………………………………………………………..... 54
Factor Analysis..……………………………………………………………………………......... 60
Hypothesis Testing………………….……………………………………………………….…... 73
CHAPTER V CONCLUSIONS AND SUGGESTIONS…….……………..…………………… 85
Conclusion…….……………………………………………………………………………........ 85
Research Contributions.…….……………………………………………………………..…….. 88
Limitations and Future Research..………………………...……………………………..……... 91
REFERENCE……………………..………………………………………………..……………... .93
APPENDIX A: Books sample for Product Manipulation………………………...…………. .101
APPENDIX B: Message Sample for Four Personalization Conditions………………..……... 122
APPENDIX C: The Pretest Questionnaire…………….…………………………..…………... 125
APPENDIX D: Canned Food Samples for Product Manipulation……………………….... 133
APPENDIX E: The Formal Questionnaire……………………………………………..…….... 135


LIST OF TABLE
Table 3-1 Personalization Message Compositions in Each Experimental Condition 21
Table 3-2 Source of Questionnaire Items - Pretest……………………………………………………... …33
Table 3-3 Sample Distribution of Pretest……………………………………………...……………….. .…37
Table 3-4 The Result of Manipulation Check of Pretest...…………………………………………… ...…40
Table 3-5 The Result of Manipulation Check of Pretest (t-Test).……………………………………. ..…40
Table 3-6 The Means, SD, Cronbach’s α and Factor Analysis of Pretest..…………………………. ..…44
Table 3-7 Source of Questionnaire Items - Formal Test………….……………………………..……...… 50
Table 4-1 The Distribution of Valid Questionnaires in Each Experimental Condition……………...… 53
Table 4-2 Basic Personal Information for Tailoring Personalization Message………..……………..… 55
Table 4-3 Sample Distribution…………………………………………..……………...… 58
Table 4-4 The Means, SD, Cronbach’s α and Factor Analysis of Formal Questionnaire…………..… 62
Table 4-5 The t-Test Result of Manipulation Check of Formal Test.………………………………...… 66
Table 4-6 The Standardized Loading, Composite Reliability and AVE of Each Construct……….....… .68
Table 4-7 The Square Root of AVE and Correlation between Constructs.……………..………….....… 70
Table 4-8 The Goodness-of-fit measures for CFA…..…………………………………..……………...… 70
Table 4-9 The Result of ANOVA of Cognitive Trust in Benevolence…………………..……………...… 70
Table 4-10 Despcriptive Statistics of Each Experimental Condition……...… 72
Table 4-11 The Result of MANOVA of Cognitive Trust in Benevolence and Emotional Trust………… 74
Table 4-12 The Means, SD of Cognitive Trust in Benevolence and Emotional Trust of Four Experimental Conditions……………………….… 75
Table 4-13 The Means, SD of Emotional Trust of Four Experimental Conditions….………………….. 76
Table 4-14 The Result of MANOVA of Cognitive Trust in Integrity and Cognitive Trust in Competence……….….… 78
Table 4-15 The Means, SD of Cognitive Trust in Integrity of Four Experimental Conditions….……..………..……………...… 79
Table 4-16 The Means, SD of Cognitive Trust in Competence of Four Experimental Conditions……...…………..……………...… 80
Table 4-17 The Path of Structure Equation Modeling of Cognitive Trust Dimensions on Emotional Trust and Commitment……………..……..……..……………...… 83
Table 5-1 The Summary of Research Findings………………………………………..………………...… 87

LIST OF FIGURE
Figure 2-1 Conceptual Model……………………………………………….……………………………… 16
Figure 3-1 Message Sample for Self-referent/Preference-matching Condition………….…….………...… 31
Figure 3-2 Message Sample for Non-Self-referent/Non-Preference-matching Condition…….…………... 32
Figure 4-1 The CFA Result…………………………………………………………………………………. 67
Figure 4-2 The Effects of Preference-matching Personalization and Self-referent Personalization on
Cognitive Trust in Benevolence…….……...…………………………………………………… 75
Figure 4-3 The Effects of Preference-matching Personalization and Self-referent Personalization on
Emotional Trust……………….…….……...……………………………………………………76
Figure 4-4 The Effects of Preference-matching Personalization and Self-referent Personalization on
Cognitive Trust in Integrity…….……...……………………..………………………………… 79
Figure 4-5 The Effects of Preference-matching Personalization and Self-referent Personalization on
Cognitive Trust in Competence…...…...………..………………………………… 80
Figure 4-6 Results of Structural Equation Modeling..…………………….……………………………….. 84
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