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研究生:蘇益良
研究生(外文):SU, YI-LIANG
論文名稱:滿意客戶之正面口碑傳播行為--干擾變數的影響
論文名稱(外文):Satisfied customers spread positive word of mouth behaviour: the impact of moderator variables
指導教授:林孟彥林孟彥引用關係
指導教授(外文):Tom M. Y. Lin
口試委員:林孟彥
口試委員(外文):Tom M. Y. Lin
口試日期:2013-10-02
學位類別:博士
校院名稱:國立臺灣科技大學
系所名稱:管理研究所
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:2013
畢業學年度:102
語文別:英文
論文頁數:50
中文關鍵詞:滿意的客戶正面口碑知覺風險產品涉入聯結強度
外文關鍵詞:Satisfied CustomersPositive Word-of-mouthPerceived RiskProduct InvolvementTie Strength
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  • 下載下載:37
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已有許多的研究在探討滿意度和正面口碑間的關係,然而在實證研究上未能達到一致性的結論。本研究係審視主要的干擾因素來解釋先前研究中滿意度和正面口碑間不一致的關係,使用240位於台灣的銀行客戶樣本數,來探索產品涉入、知覺風險與聯結強度等三個干擾變數,那些會使滿意度影響正面口碑的意圖或行為。
以階層迴歸方法來檢視這些干擾變數的主要與交互效果後,本實證結果為(1) 產品涉入與聯結強度對於口碑的意圖及行為皆有正面的影響;(2) 產品涉入與知覺風險的交互效果對於口碑的意圖及行為有正面影響。本研究建議金融機構應依據不同的干擾因子,確認目標客戶群以有效的配置其資源,同時降低較無效率的策略。最後,並討論管理意涵、未來的研究與研究限制。
Numerous studies have explored the satisfaction and positive word-of-mouth (PWOM) relationship; however, empirical research has not reached consistent conclusions. This study examines the key moderating factors to explain the inconsistent relationship between satisfaction and PWOM in previous research. We employed data from bank customers (n=240) in Taiwan to explore three moderating variables, namely product involvement, perceived risk, and tie strength, which determines whether or not satisfaction has an impact on PWOM intention or behaviour. The hierarchical regression method was used to examine the main and interaction effects of these moderating variables.
The empirical results indicate that (1) product involvement and tie strength have positive influences on word-of-mouth intention and behaviour; (2) the interaction effect of product involvement and perceived risk has a positive influence on PWOM intention and behaviour. This study suggests that financial service institutions (FSIs) should identify target customer groups to allocate its resources effectively and simultaneously reduce expenditures on ineffective strategies, depending on the different moderators. Finally, implications and limitations for future research are discussed.
中文摘要 IV
ABSTRACT V
誌 謝 VI
目 錄 VII
圖表索引 VIII
1. Introduction 1
2. Literature review and hypotheses 3
2.1 Attribution theory 5
2.2 Customer satisfaction 5
2.3 Word-of-mouth (WOM) 5
2.4 The satisfied customer and PWOM model 6
2.5 Product involvement 8
2.6 Perceived risk 9
2.7 Tie strength 10
2.8 The influences among product involvement, perceived risk, and tie strength variables 11
3. Methodology 13
3.1 Research design 13
3.2 Measured variables 14
4. Data Analysis and Results 15
4.1 Sample description 15
4.2 Data analysis and hypothesis test 17
4.3 Main effects 20
4.4 Interaction effects 21
5. Conclusions and suggestions 23
5.1 General discussion 23
5.2 Implications for managerial and theoretical 26
5.3 Limitation and future research 28
Appendix 29
References 32
授權書 41
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