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研究生:羅智勻
研究生(外文):LUO,CHIH-YUN
論文名稱:透過不信任信念及意圖探討顧客負面行為之研究:-TRA在味全事件之實證研究
論文名稱(外文):Exploring Dysfunctional Customer Behavior through Distrusting Beliefs and Intention –The Empirical Study of Wei-chuan’s event in Taiwan based on TRA
指導教授:林靖林靖引用關係
指導教授(外文):Lin,Jin
口試委員:李有仁林靖蔡顯童張四薰
口試委員(外文):Eldon Y. LiLin,JinTsai, Hsien-TungChang,Sze-hsun
口試日期:2017-05-31
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:國際企業研究所
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:2017
畢業學年度:105
語文別:英文
論文頁數:84
外文關鍵詞:Distrusting BeliefDistrusting IntentionExpectation Disconfirmation TheoryDysfunctional Customer BehaviorCarryover Effect
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過去許多研究者主要致力於探討顧客正面行為用以維持良好的顧客關係管理增加企業獲利,但在2013年國內發連續發生數起震驚國內外的消費者食品安全問題後,許多顧客負面行為之發生更讓企業不安於無法立即處理危機以維持與信譽顧客之間的信任,如此不僅嚴重立即影響到企業的根本同時也傷害了公司的信譽,因此本研究以味全食品安全事件為例,以不信任信念以及不信任意圖結合期望不一致理論來探討顧客負面行為的影響效果。

本研究旨在探究:第一、先行因子懷疑、情境異常、與不信任的個人特質與不信任信念、信任的信念之關係,第二、期望不一致理論和不信任信念之關係,第三、不信任信念、信任的信念與不信任意圖與負面行為之關係,第四、不信任信念以及顧客負向行為之傳遞效果(carryover)關係。研究方法為問卷調查法以台灣消費者族群為抽樣樣本,於Facebook和PTT論壇發放網路問卷,主要研究工具為AMOS以及SPSS。資料處理採用統計分析方法,包括描述性統計、一因子變異數分析、信度分析、效度分析、相關性及結構方程模式等。
In the past study, many researchers focused on exploring the positive behavior of customers to maintain good customer relationship management to increase corporate profits, however, in 2013 several severe and shocking food safety fraud issues had occurred in Taiwan. Obviously, these crises wouldn’t be dealt well immediately, it not only break the trust between the corporations and customers, but also provoke many customers dysfunctional behaviors. Furthermore, these relational incident seriously affect the fundamental business reputation and it’s really hard to be fixed up in short time.
So in this study, we intend to take the Wei-chuan food safety incident for example, and try to combine distrust belief which has large impact on the distrust intention with expectation discrimination theory to explore the effect of customer negative behavior. The aims of this study are three essential parts. First, in order to better understand the customer dysfunctional behavior, we investigate three novel antecedents about trust and distrust beliefs, such as situational abnormality, suspicion, disposition to distrust, and we explore the relationship among trust, distrust and distrust intention. Second, we attempt to combine the negative expectancy discrimination theory and distrust beliefs, at last, we try to find out the connection among distrust intention and dissatisfaction and customer negative behavior, besides we even investigate the broader contagion carryover effect.
We conduct quantitative analysis of the questionnaires and test the hypotheses by using survey data on Facebook and PTT forums as a pretest. The main research tools were AMOS and SPSS. From the result of this study, we believe that our model mainly path toward DCB and generating carryover effects will significantly large influenced by consumers’ distrusting intention, dissatisfaction and distrusting beliefs. Research findings and managerial implications with future researches are discussed

Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objective 2
1.3 Research Process 3
Chapter 2 Literature Review 5
2.1 Distrusting Beliefs and Trusting Beliefs 5
2.1.1 Situational abnormality 5
2.1.2 Suspicion 6
2.1.3 Disposition to distrust 7
2.2 Expectation Disconfirmation Theory 7
2.3 Dysfunctional Consumer Behavior 9
2.4 Carryover Effect 12
2.4 Love Becomes Hate Effect 13
Chapter 3 Research Methodology 12
3.1 Research Framework and Hypotheses 14
3.1.1 Relationship between Disposition to distrust, Suspicion, Situational abnormality, trusting beliefs and distrusting beliefs. 16
3.1.2 Relationship between Disposition to distrust, Suspicion, and Situational abnormality 17
3.1.3 Relationship between, Expectation, Disconfirmation, and Dissatisfaction 18
3.1.4 Relationship between Disconfirmation, and Distrusting beliefs 20
3.1.5 Relationship between Distrusting beliefs and Dissatisfaction 21
3.1.6 Relationship between Trusting beliefs, Distrusting beliefs, and Distrusting intention 22
3.1.7 Relationship between Distrusting intention, Dissatisfaction, and Dysfunctional Consumer Behavior 23
3.1.8 Relationship between Distrusting beliefs and Carryover Effect 24
3.1.9 Relationship between Dysfunctional Consumer Behavior and Carryover Effect 25
3.2 Measurement and Scale 26
3.2.1 Disposition to Distrust 26
3.2.2 Suspicion 27
3.2.3 Situational Abnormality 28
3.2.4 Expectation 29
3.2.5 Trusting Beliefs 29
3.2.6 Distrusting Beliefs 30
3.2.7 Disconfirmation 31
3.2.8 Distrusting Intention 31
3.2.9 Dissatisfaction 33
3.2.10 Dysfunctional Consumer Behavior 35
3.2.11 Carryover effect 35
3.3 Data Collection and Sampling Design 35
3.3.1 Survey Pre-test 35
3.3.2 Survey Method and Questionnaire Design 35
3.4 The Linear Structure Relationship Model 37
3.4.1 The Linear Structure Relationship Model in our Study 37
3.4.2 Linear Structural Relationship Equation 39
Chapter 4 Empirical Study 40
4.1 Basic Statistics Analysis of Pre-Test 42
4.1.1 Descriptive Statistic Analysis of Pre-Test 42
4.1.2 One-Way ANOVA 44
4.1.3 Reliability Analysis 44
4.1.4 Validity Analysis 46
4.2 Basic Statistics Analysis of Formal-Test 51
4.2.1 Descriptive Statistic Analysis of Formal-Test 51
4.2.2 One-Way ANOVA 52
4.2.3 Reliability Analysis 52
4.2.4 Validity Analysis 56
4.3 Results of AMOS Analysis 60
4.3.1 The overall Model Evaluation 60
4.3.2 Results of Structural Equation Model 61
4.3.3 Rival Model 64
Chapter 5 Conclusions and Suggestions 66
5.1 Research Findings 66
5.2 Theoretical Implications 68
5.3 Managerial Implicatiotns 69
5.4 Suggestion for Future Research 70

References 71
Appendix 80




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