臺灣博碩士論文加值系統

由過去的研究顯示消費資訊來源與來源可信度對顧客購後行為均可能有影響效果，然而目前並無實證研究說明消費資訊來源以及來源可信度對不滿意顧客抱怨行為究竟呈現何種關係，因此，本研究之目的在探討消費資訊來源與來源可信度對不滿意顧客抱怨行為的影響。同時，也欲釐清來源可信度又如何干擾消費資訊來源對不滿意顧客的抱怨行為。
本研究是透過便利抽樣法進行調查，請受訪對象就過去印象最為深刻的不愉快消費經驗，以回憶的方式作答。總共發出350份問卷，回收321份，去除無效問卷沒填寫完成者74份，總共有效問卷為247份，回收率為80.6%。
在資料分析上，先以因素分析法萃取顧客抱怨行為傾向構面，共萃取出「公開抱怨行為傾向」、「私下抱怨行為傾向」與「潛在抱怨行為傾向」等三個構面，再以單因子變異數分析與多元迴歸分析等進行各項檢定。
本研究結果發現：
一、顧客消費時的資訊來源參考程度與來源可信程度呈正相關。
二、顧客消費資訊來源參考程度，將對其後不滿意消費經歷抱怨行為產生影響；當顧客消費資訊來源參考程度愈高時，將增強整體的抱怨行為傾向，以及私下抱怨行為與潛在抱怨行為。
三、資訊來源可信度高低，將對消費資訊來源與抱怨行為間關係產生干擾，分別對顧客抱怨行為傾向，以及公開抱怨行為間之產生減弱的效果。

Past researches showed that consumption information source and source credibility had effect on customer’s postpurchase behaviors, but no empirical study explained the relationships between consumption information source and customer complaint behaviors with source credibility. Therefore, the purpose of this study is to explore the effects of consumption information source and source credibility on customer complaint behaviors, at the same time to clarify which levels of source credibility and consumption information source produce the stronger effect on complaint behaviors.
This research was surveyed by convenience sampling. Respondents recalled an impressive unpleasant experience of consumption to fill out the questionnaire. This research targeted with total three hundreds and fifty questionnaires, and retrieved three hundreds and twenty-one questionnaires. To take seventy-four invalid questionnaires out, there are two hundreds and forty-seven matched data, with 80.6% returning rate, were analyzed to test the research hypotheses.
In terms of data analysis, the factor analysis is used to extract three dimensions of customer complaint behaviors, and could be rename them as “public complaint behavior intention”, “private complaint behavior intention” and “potentially complaint behavior intention”. Secondly, to assume by One-way ANOVA and Multiple Regression.
The research results were as below:
a. Consumption information source was positively related to source credibility.
b. After unsatisfied purchasing experience, the more consumption information source was, the more complaint behavior intention, as well as the more privately complaining and potentially complaining responses.
c. Source credibility had interfere effect on consumption information source, the more source credibility is, the weaker complaints responses and the less complaints in public.
Finally, implications of these findings and suggestions for future research were discussed.

內容目錄
中文摘要　﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ iii
英文摘要　﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ v
誌謝辭　　﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ vii
內容目錄　﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ viii
表目錄　　﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ x
圖目錄　　﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ xv
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　研究架構﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 5
第四節　研究重要性﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 6
第五節　研究限制﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 6
第二章　文獻探討﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 8
第一節　消費資訊來源﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 8
第二節　來源可信度﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 12
第三節　顧客抱怨行為﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 14
第三章　研究假設﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 30
第一節　消費資訊來源與抱怨行為間之關係﹒﹒﹒﹒﹒ 30
第二節　來源可信度與消費資訊來源之關係﹒﹒﹒﹒﹒ 34
第三節　來源可信度對消費資訊來源與抱怨行為之干擾
　　　　效果﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 35
第四章　研究設計﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 38
第一節　研究變數與衡量工具﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 38
第二節　樣本與資料收集﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 45
第三節　資料分析方法與分析性架構﹒﹒﹒﹒﹒﹒﹒﹒ 49
第四節 信度與效度分析﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 51
第五章　消費資訊來源與顧客抱怨行為分析﹒﹒﹒﹒﹒﹒﹒ 61
第一節　顧客抱怨行為之實證資料分析﹒﹒﹒﹒﹒﹒﹒ 61
第二節　相關控制變數之實證資料分析﹒﹒﹒﹒﹒﹒﹒ 63
第三節　消費資訊來源之實證資料分析﹒﹒﹒﹒﹒﹒﹒ 69
第四節　消費資訊來源與顧客抱怨行為之分析﹒﹒﹒﹒ 69
第六章　消費資訊來源、來源可信度與顧客抱怨行為分析﹒ 94
第一節　來源可信度之實證資料分析﹒﹒﹒﹒﹒﹒﹒﹒ 94
第二節　消費資訊來源與來源可信度相關之分析﹒﹒﹒ 95
第三節　來源可信度對消費資訊來源與顧客抱怨行為關
　　　　係干擾效果的分析﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 97
第七章　結論與建議﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 132
第一節　結論﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 132
第二節　建議﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 145
參考文獻　﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 148
附錄　　研究問卷﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 167


表　目　錄
表2-1　消費資訊來源的分類．．．．．．．．．．．．． 10
表2-2　來源可信度之構面．．．．．．．．．．．．．． 13
表2-3　顧客抱怨行為分類模式．．．．．．．．．．．． 16
表2-4　影響顧客抱怨行為之個人因素彙總表．．．．．． 26
表2-5　影響顧客抱怨行為之情境因素彙總表．．．．．． 29
表4-1　樣本之性別分佈．．．．．．．．．．．．．．． 46
表4-2　樣本之年齡分佈．．．．．．．．．．．．．．． 46
表4-3　樣本之職業別分佈．．．．．．．．．．．．．． 47
表4-4　樣本教育程度之教育程度分佈．．．．．．．．． 47
表4-5　樣本之所得水準分佈．．．．．．．．．．．．． 48
表4-6　樣本之商品類別分佈．．．．．．．．．．．．． 48
表4-7　資訊來源量表之效度與信度分析．．．．．．．． 53
表4-8　來源可信度量表之效度與信度分析．．．．．．． 55
表4-9　顧客抱怨行為因素負荷量(最大變異數法轉軸後) ． 57
表4-10 顧客抱怨行為之集群分析．．．．．．．．．．． 58
表4-11 控制變數之信度分析．．．．．．．．．．．．． 60
表5-1　性別、年齡、職業、教育程度及所得水準對顧客抱
怨行為之卡方分析．．．．．．．．．．．．．． 62
表5-2　教育程度與顧客抱怨行為類型之交叉聯表．．．． 62
表5-3　不滿意程度與顧客抱怨行為之相關分析．．．．． 63
表5-4　不滿意程度、相關控制變數與顧客抱怨行為之相關
分析．．．．．．．．．．．．．．．．．．．． 65
表5-5　相關控制變數對顧客抱怨行為之複迴歸分析．．． 68
表5-6　性別、年齡、職業、教育程度及所得水準對消費資
訊來源之卡方分析．．．．．．．．．．．．．． 69
表5-7　消費資訊來源與顧客抱怨行為之相關分析．．．． 71
表5-8　消費資訊來源對顧客抱怨行為傾向之複迴歸分析． 73
表5-9　消費資訊來源對顧客公開抱怨行為傾向之複迴歸分
析．．．．．．．．．．．．．．．．．．．．． 74
表5-10 消費資訊來源對顧客私下抱怨行為傾向之複迴歸分析．．．．．．．．．．．．．．．．．．．．． 76
表5-11 消費資訊來源對顧客潛在抱怨行為傾向之複迴歸分析．．．．．．．．．．．．．．．．．．．．． 77
表5-12 大眾媒體資訊來源對顧客抱怨行為傾向之複迴歸分析．．．．．．．．．．．．．．．．．．．．． 78
表5-13 大眾媒體資訊來源對顧客公開抱怨行為傾向之複迴
歸分析．．．．．．．．．．．．．．．．．．． 79
表5-14 大眾媒體資訊來源對顧客私下抱怨行為傾向之複迴
歸分析．．．．．．．．．．．．．．．．．．． 81
表5-15 大眾媒體資訊來源對顧客潛在抱怨行為傾向之複迴
歸分析．．．．．．．．．．．．．．．．．．． 82
表5-16 商業資訊來源對顧客抱怨行為傾向之複迴歸分析． 84
表5-17 商業資訊來源對顧客公開抱怨行為傾向之複迴歸分析．．．．．．．．．．．．．．．．．．．．． 85
表5-18 商業資訊來源對顧客私下抱怨行為傾向之複迴歸分析．．．．．．．．．．．．．．．．．．．．． 87
表5-19 商業資訊來源對顧客潛在抱怨行為傾向之複迴歸分析．．．．．．．．．．．．．．．．．．．．． 88
表5-20 人際資訊來源對顧客抱怨行為傾向之複迴歸分析． 89
表5-21 人際資訊來源對顧客公開抱怨行為傾向之複迴歸分析．．．．．．．．．．．．．．．．．．．．． 90
表5-22 人際資訊來源對顧客私下抱怨行為傾向之複迴歸分析．．．．．．．．．．．．．．．．．．．．． 92
表5-23 人際資訊來源對顧客潛在抱怨行為傾向之複迴歸分析．．．．．．．．．．．．．．．．．．．．． 93
表6-1　性別、年齡、職業、教育程度及所得水準對來源可
信度程度之卡方分析．．．．．．．．．．．．． 94
表6-2　消費資訊來源與來源可信度之相關分析．．．．． 96
表6-3　消費資訊來源、來源可信度與顧客抱怨行為之相關
分析．．．．．．．．．．．．．．．．．．．． 99
表6-4　來源可信度對消費資訊來源與顧客抱怨行為傾向關
係之干擾效果．．．．．．．．．．．．．．．． 100
表6-5　來源可信度對消費資訊來源與顧客抱怨行為傾向關
係之干擾效果－高來源可信度群．．．．．．．． 101
表6-6　來源可信度對消費資訊來源與顧客抱怨行為傾向關
係之干擾效果－低來源可信度群．．．．．．．． 102
表6-7　來源可信度對消費資訊來源與顧客公開抱怨行為傾
向關係之干擾效果．．．．．．．．．．．．．． 104
表6-8　來源可信度對消費資訊來源與顧客公開抱怨行為傾
向關係之干擾效果－高來源可信度群．．．．．． 105
表6-9　來源可信度對消費資訊來源與顧客公開抱怨行為傾
向關係之干擾效果－低來源可信度群．．．．．． 106
表6-10 來源可信度對消費資訊來源與顧客私下抱怨行為之
干擾效果．．．．．．．．．．．．．．．．．． 107
表6-11 來源可信度對消費資訊來源與顧客傾向潛在抱怨行
為之干擾效果．．．．．．．．．．．．．．．． 109
表6-12 來源可靠度對消費資訊來源與顧客抱怨行為傾向之
干擾效果．．．．．．．．．．．．．．．．．． 111
表6-13 來源可靠度對消費資訊來源與顧客抱怨行為傾向之
干擾效果－高來源可靠度群．．．．．．．．．． 112
表6-14 來源可靠度對消費資訊來源與顧客抱怨行為傾向之
干擾效果－低來源可靠度群．．．．．．．．．． 113
表6-15 來源可靠度對消費資訊來源與顧客傾向公開抱怨行
為之干擾效果．．．．．．．．．．．．．．．． 114
表6-16 來源可靠度對消費資訊來源與顧客傾向私下抱怨行
為之干擾效果．．．．．．．．．．．．．．．． 116
表6-17 來源可靠度對消費資訊來源與顧客傾向潛在抱怨行
為之干擾效果．．．．．．．．．．．．．．．． 118
表6-18 來源可靠度對消費資訊來源與顧客傾向潛在抱怨行
為之干擾效果－高來源可靠度群．．．．．．．． 119
表6-19 來源可靠度對消費資訊來源與顧客傾向潛在抱怨行
為之干擾效果－低來源可靠度群．．．．．．．． 120
表6-20 來源專業度對消費資訊來源與顧客抱怨行為傾向之
干擾效果．．．．．．．．．．．．．．．．．． 122
表6-21 來源專業度對消費資訊來源與顧客抱怨行為傾向之
干擾效果－高來源專業度群．．．．．．．．．． 123
表6-22 來源專業度對消費資訊來源與顧客抱怨行為傾向之
干擾效果－低來源專業度群．．．．．．．．．． 124
表6-23 來源專業度對消費資訊來源與顧客傾向公開抱怨行
為之干擾效果．．．．．．．．．．．．．．．． 125
表6-24 來源專業度對消費資訊來源與顧客傾向公開抱怨行
為之干擾效果－高來源專業度群．．．．．．．． 126
表6-25 來源專業度對消費資訊來源與顧客傾向公開抱怨行
為之干擾效果－低來源專業度群．．．．．．．． 127
表6-26 來源專業度對消費資訊來源與顧客傾向私下抱怨行
為之干擾效果．．．．．．．．．．．．．．．． 129
表6-27 來源專業度對消費資訊來源與顧客傾向潛在抱怨行
為之干擾效果．．．．．．．．．．．．．．．． 130
表7-1 研究假設H1、H1-1、H1-2、H1-3、H1-4、H1-4-1、
H1-4-2、H1-4-3、H1-5、H1-5-1、H1-5-2、H1-5-3、
H1-6、H1-6-1、H1-6-2、H1-6-3檢定結果彙整表． 133
表7-2 自變數與依變數檢定結果彙整表．．．．．．．． 138
表7-3 研究假設H2、H2-1、H2-2檢定結果彙整表．．． 139
表7-4 研究假設H3、H3-1、H3-2、H3-3、H3-4、H3-4-1、
H3-4-2、H3-4-3、H3-5、H3-5-1、H3-5-2、H3-5-3
檢定結果彙整表．．．．．．．．．．．．．．． 140
表7-5 干擾變數對自變數與依變數干擾效果檢定結果彙整表．．．．．．．．．．．．．．．．．．．．． 145

圖　目　錄
圖1-1　EBM模式－消費者決策程序 ．．．．．．．．．． 2
圖1-2　研究問題示意圖．．．．．．．．．．．．．．． 4
圖1-3　本研究之觀念性架構．．．．．．．．．．．．． 5
圖2-1　資訊搜尋的來源．．．．．．．．．．．．．．． 11
圖2-2　Day and Landon (1977)之顧客抱怨行為模式．．． 18
圖2-3　Day (1980)之顧客抱怨行為模式．．．．．．．． 19
圖2-4　Singh (1988)之顧客抱怨類別．．．．．．．．．． 19
圖2-5　郭崑謨、闕河士(1990)的顧客抱怨行為分類模式． 20
圖2-6　賴其勛(1997)的顧客抱怨行為分類模式．．．．． 21
圖4-1　統計分析架構．．．．．．．．．．．．．．．． 51

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