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研究生:謝雅方
研究生(外文):Hsieh Ya Fang
論文名稱:從關係行銷觀點探討「迷」之情感依附、信任、承諾及顧客自發行為之研究
論文名稱(外文):An Exploratory Study of the Relationships among Fan's Emotional Attachment, Trust, Commitment and Customer Voluntary Performance from the Viewpoint of Relationship Marketing.
指導教授:董維董維引用關係
指導教授(外文):Tung Wei
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:行銷與運籌學系研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
畢業學年度:102
語文別:中文
論文頁數:97
中文關鍵詞:關係行銷情感依附顧客自發行為
外文關鍵詞:fanrelationship marketingemotional attachmentcustomer voluntary performance
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本研究以關係行銷的角度探討迷的情感、認知及行為。本研究依文獻提出一個觀念性模型及相關假設,並加以實證之。此模型以情感依附為前置變數,承諾與信任作為認知中介變數,結果行為變數是顧客自發行為(合作行為、忠誠行為、參與行為)。本研究之研究主體及對象分別為NBA(品牌/偶像)及其粉絲。本研究使用網路問卷,在NBA粉絲版蒐集資料,透過篩選題以確認粉絲合格度(對NBA的瞭解程度、迷戀度、行為等)後,開始進行抽樣。在台灣NBA粉絲團總共回收304份有效樣本。利用AMOS軟體及SEM二階段分析之實證研究結果顯示,研究模型及假設得到大部分的實證支持。主要結果顯示:(1)當NBA迷對其所喜愛的NBA球隊或球星擁有高度情感依附時,會分別對承諾與信任呈現正向顯著的關係;(2)當NBA迷對其所喜愛的NBA球隊或球星擁有高度信任時,會呈現正向承諾關係;(3)關係承諾及信任二變數,在情感依附及顧客自發行為間具有中介效果;(4)信任對合作行為與忠誠行為有顯著正向關係(參與行為呈不顯著);而承諾則對合作行為、忠誠行為、參與行為具顯著向關係。依研究推論迷的情感依附程度,會影響其是否願意對其所迷客體投入關係承諾與信任,進而引發其顧客自發的行為。建議業者(偶像/品牌)可透過情感依附面來加強關係行銷活動的經營,使粉絲更願意維持其長期夥伴的關係,進而自發性地做出對業者有利的行為。最後,本研究亦提出未來的研究方向及建議。
This research studied fans’ emotion, cognition and behavior from the viewpoint of relationship marketing. A research model and its related hypotheses were presented. This model contained emotional attachment as the antecedent variable, commitment and trust as moderating variables and customer voluntary performance (i.e., customer cooperation behavior, customer loyalty behavior and customer participation behavior). NBA (brand/idol) and its fans are the chosen study target object and subjects. Through internet data collection, after fans’ qualification of NBA attachment was justified and ensured via screening test items, and they were sampled. In total, there were 304 effective samples of Taiwan NBA fans. The research used AMOS software to perform a two-staged SEM analysis. The proposed model and hypotheses were supported partially. The findings showed: (1) NBA Fans’ emotional attachment was significantly positive-related to trust and commitment; (2) NBA fans’ trust had a positive impact on trust; (3) Trust and commitment played the roles of moderating variable between emotional attachment and customer voluntary performance; (4) Trust had positive relationships with customer cooperation behavior and customer loyalty behavior; (5) Commitment had positive relationships with customer cooperation behavior, customer loyalty behavior and customer participation behavior. The research findings suggested that a fan’s emotional attachment could affect his devotion of trust and commitment toward his Idol (e.g., NBA), and resulted in customer voluntary performance. To practitioners, the findings suggested that future relationship marketing activities should consider to emphasize on emotional attachment between a fan and his idols in a long run. Future research directions were also presented.
摘 要 I
ABSTRACT II
誌謝 III
表目錄 V
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第四節 研究限制 6
第五節 小結 6
第二章 文獻回顧 7
第一節 「迷」 7
一、「迷」的定義 7
二、「迷」的形成與特質 9
三、偶像崇拜與迷之過去研究及發現 10
四、小結 11
第二節情感依附 14
一、依附理論相關的研究及發現 14
二、情感依附與品牌依附的關係 14
三、品牌依附與「迷」的關係 15
四、小結 16
第三節 承諾-信任理論 17
一、關係行銷 17
(一)關係行銷的定義、應用及發現 17
(二)關係行銷與「迷」的關係 18
二、承諾-信任理論 18
(一)KMV模型介紹 20
(二)KMV模型之中介變數-信任 21
(三)KMV模型之中介變數-關係承諾 23
三、「迷」之情感依附與關係承諾和信任之關係探討 23
(一)情感依附與關係承諾的關係 25
(二)情感依附與信任的關係 25
四、小結 27
第四節 顧客自發行為 28
一、顧客自發行為 28
(一)顧客自發行為的由來 28
(二)顧客自發行為的定義 28
(三)顧客自發行為的構面 30
1.參與行為定義 32
2.合作行為定義 33
3.忠誠行為定義 34
(四)「迷」與顧客自發行為的關係 35
二、迷之承諾信任與顧客自發行為的關係 35
(一)迷之顧客自發行為與關係承諾的關係 35
1.關係承諾與參與行為的關係 35
2.關係承諾與合作行為的關係 35
3.關係承諾與忠誠行為的關係 36
(二)迷之顧客自發行為與信任的關係 37
1.信任與參與行為的關係 37
2.信任與合作行為的關係 37
3.信任與忠誠行為的關係 38
第三章 研究架構與假說 39
第一節 研究架構及假設 39
第二節 抽樣設計與抽樣流程 40
第三節 研究變數之操作型定義 42
第四節 問卷設計 43
一、 情感依附 43
二、 承諾與信任 43
三、 顧客自發行為 46
第五節 資料分析方法 49
第四章 資料分析 50
第一節 敘述性統計量分析 50
一、資料蒐集 50
二、相對著迷程度 50
三、觀看天數及時間 51
四、平均消費金額 52
五、個人基本資料 52
第二節 因素分析 56
一、探索性因素分析 56
(一)情感依附構面分析 56
(二)承諾構面分析 56
(三)信任構面分析 57
(四)參與行為構面分析 57
(五)合作行為構面分析 58
(六)忠誠行為構面分析 58
二、衡量模式之驗證性因素分析 59
(一)組合信度 60
(二)聚合效度 60
(三)收斂效度 60
三、模型配適度檢定 62
第三節 假說檢定 64
第五章 結論與建議 67
第一節 研究結果與討論 67
一、情感依附對關係承諾的影響 68
二、情感依附對信任的影響 68
三、信任對關係承諾的影響 68
四、信任對顧客自發行為的影響 69
五、關係承諾對顧客自發行為的影響 69
第二節 學術研究貢獻 69
第三節 實務貢獻與建議 70
第四節 未來建議 71
參考文獻
一、中文部分 72
二、英文部分 74
附錄
附錄一:正式問卷 81

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