跳到主要內容

臺灣博碩士論文加值系統

(44.222.104.206) 您好!臺灣時間:2024/05/28 01:05
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:安安
研究生(外文):DO THI BICH NGOC
論文名稱:探討忠誠度對網路評價與購買決策之間的干擾調節作用以及品牌選擇對價格與忠誠度之中介效果之影響
論文名稱(外文):The Moderating Effects of Brand Loyalty on The Relationship Between Online Customer Reviews and Purchase Decision and Mediating Effects of Brand Switching on Between Price and Purchase Decision
指導教授:紀信光紀信光引用關係
指導教授(外文):CHI, HSIN-KUANG
口試委員:李鴻文黃國忠
口試日期:2019-06-05
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理學系管理科學碩博士班
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:2019
畢業學年度:107
語文別:英文
論文頁數:66
中文關鍵詞:客戶在線評論價格品牌轉換品牌忠誠度購買決策
外文關鍵詞:Customer Online ReviewsPriceBrand SwitchingBrand LoyaltyPurchase Decision
相關次數:
  • 被引用被引用:0
  • 點閱點閱:198
  • 評分評分:
  • 下載下載:8
  • 收藏至我的研究室書目清單書目收藏:0
  技術的快速發展導致消費者行為的多樣性。企業面臨更大的競爭挑戰。諸如價格之類的傳統因素或諸如客戶在線評論之類的新因素也影響消費者購買決策。為了創造可持續的銷售增長,企業需要注意建立客戶忠誠度並降低客戶轉換為新品牌的比例。本研究將這些因素納入擬議的模型中,以評估其關係。通過SPSS 22版本的在線調查和數據分析進行數據收集的研究。研究適用於一般企業和特別是營銷人員。
  The rapid development of technology leads to diversity in consumer behavior. Businesses face greater competition challenge. Traditional factor such as price, or new factor such as customer online reviews, also affect consumer purchasing decisions. In order to create sustainable sales growth, businesses need to pay attention to build customer loyalty and reduce the percentage of customers switching to a new brand. This study incorporates these factors into the proposed model to assess their relationship. Research using data collection through online surveys and data analysis on SPSS version 22. Research is meant for businesses in general and marketers in particularly.
MBA recommendation letter  I
ACKNOWLEDGEMENT  II
中文摘要  III
Abstract  IV
TABLE OF CONTENTS  V
LIST OF FIGURES  VIII
LIST OF TABLES  IX
CHAPTER ONE  1
INTRODUCTION  1
1.1 Research Background and Research Motivation 1
1.2 Research Objective  2
1.3 The Procedure and Research Structure 3
CHAPTER TWO  4
LITERATURE REVIEW  4
2.1 CORs (Customer Online Reviews)  4
2.2 Price  5
2.3 Brand Loyalty  6
2.4 Brand Switching  7
2.5 Purchase Decision  8
2.6 Hypotheses Development  10
2.6.1 The Relationship of CORs and Purchase Decision  10
2.6.2 The Relationship of CORs and Brand Switching  11
2.6.3 The Relationship of Brand Switching and Purchase Decision  11
2.6.4 The Relationship of Price and Brand Switching  12
2.6.5 The Relationship of Price and Purchase Decision  12
2.6.6 The Moderate Role of Brand Loyalty  13
CHAPTER THREE  14
RESEARCH METHODOLOGY  14
3.1 Research Model  14
3.2 Research Design  15
3.3 Translation  18
3.4 Pilot test  19
3.5 Demographics  19
3.6 Sampling Plan and Data Collection  19
3.7 Data Analysis Procedure  20
3.7.1 Descriptive Statistic Analysis  20
3.7.2 Factor Analysis and Reliability Tests  20
3.7.2.1 Factor Analysis  20
3.7.2.2 Reliability test  21
3.7.3 Independent Sample T-Test  21
3.7.4 One Way Analysis of Variance (ANOVA)  21
3.7.5 Regression Analysis  22
3.7.5.1 Multiple Regression Analysis  22
3.7.5.2 Hierarchical Regression Analysis  22
CHAPTER FOUR  24
RESEARCH ANALYSIS AND FINDING  24
4.1 Descriptive Analysis and Factor Analysis  24
4.1.1 Characteristics of Respondents  24
4.1.2 Measurement Results for Relevant Research Variables  25
4.1.3 Factor Analysis and Reliability Tests  28
4.1.3.1 Customer Online Reviews  29
4.1.3.2 Price  30
4.1.3.3 Brand Loyalty  30
4.1.3.4 Brand Switching  31
4.1.3.5 Purchase Decision  32
4.2 Independent Sample T-Test  33
4.3 One-Way Analysis of Variance (ANOVA)  34
4.3.1 Age of Respondents  34
4.3.2 Income of Respondents  35
4.3.3 Job of Respondents  36
4.4 Relationships Among Constructs  37
4.4.1 Pearson Correlation Analysis  37
4.4.2 The Mediating Effect of Brand Switching  38
4.4.3 The Moderating Effect of Brand Loyalty  42
CHAPTER FIVE  45
CONCLUSIONS AND SUGGESTIONS  45
5.1 Research Conclusion  45
5.2 Research Discussions and Implications 47
5.3 Research Limitations  48
REFERENCES  50
1. English  50
2. Website  58
APPENDIX I  59
English Questionnaire  59
APPENDIX II  63
Vietnamese Questionaire 63
LIST OF FIGURES
Figure 1.1 Research Process  3
Figure 2.1 Consumer’s Purchase Decision-Making Process  8
Figure 3.1 Research Model  14
Figure 4.1 Mediating Effect of Brand Switching Between Customer Online Reviews and Purchase Decision (***p<0.001)  40
Figure 4.2 Mediating Effect of Brand Switching Between Price and Purchase Decision (***p<0.001)  42
Figure 4.3 Moderating Effect of Brand Loyalty Between Customer Online Reviews and Purchase Decision (***p<0.001)  44
LIST OF TABLES
Table 3.1 Constructs and Items  16
Table 4.1 Characteristic of Respondents in This Research (n=429)  25
Table 4.2 Descriptive Analysis for Questionnaire Items  26
Table 4.3 Results of Factor Analysis and Reliability Tests on Customer Online Review 29
Table 4.4 Results of Factor Analysis and Reliability Tests on Price  30
Table 4.5 Results of Factor Analysis and Reliability Tests on Brand Loyalty  31
Table 4.6 Results of Factor Analysis and Reliability Tests on Brand Switching 32
Table 4.7 Results of Factor Analysis and Reliability Tests on Purchase Decision  33
Table 4.8 The T-test Results Comparing Customer Online Reviews, Price, Brand Loyalty, Brand Switching, Purchase Decision.  34
Table 4.9 Results of The Difference of The Five Constructs Among Group of Age Levels  35
Table 4.10 Results of The Difference of The Five Constructs Among Group of Income Levels  36
Table 4.11 Results of The Difference of The Four Constructs Among Group of Job Levels  36
Table 4.12 Descriptive Statistics and Bivariate Correlations of the Variables 38
Table 4.13 Mediation Test of Brand Switching Between Customer Online Reviews and Purchase Decision.  39
Table 4.14 Mediation Test of Brand Switching Between Price and Purchase Decision.  41
Table 4.15 Moderation Test of Brand Loyalty Between Customer Online Review and Purchase Decision  43
Table 5.1 The Results of the Testing Hypotheses  45
1. English
1. Adam, M. A. & Akber, S. N. (2016), The Impact of Brand Equity on Consumer Purchase Decision of Cell Phones, European Journal of Business and Innovation Research, Vol. 4, No. 4, pp. 60-133.
2. Al Mana, A. M. & Mirza, A. A. (2013), The Impact of Electronic Word of Mouth on Consumers' Purchasing Decisions, International Journal of Computer Applications, Vol. 82, No. 9, pp. 60-133.
3. Al-Kwifi, O. S. & Ahmed, Z. U. (2015), An Intdellectual Journey into The Historical Evolution of Marketing Research in Brand Switching Behavior–Past, Present and Future, Journal of Management History, Vol. 21, No. 2, pp. 172-193.
4. Al-Salamin, H. & Al-Hassan, E. (2016), The Impact of Pricing on Consumer Buying Behavior in Saudi Arabia: Al-Hassa Case Study, European Journal Business and Management, Vol. 8, No. 12, pp. 60-133.
5. Anderson, E. E. & Amato, H. N. (1974), A Mathematical Model for Simultaneously Determining the Optimal Brand-Collection and Display-Area Allocation, Operations Research, Vol. 22, No. 1, pp. 13-21.
6. Arndt, J. (1967), Word of Mouth Advertising: A Review of The Literature, Advertising Research Foundation, Vol. 22, No. 1, pp. 13-21.
7. Auty, R. M. (Ed.). (2001), Resource Abundance and Economic Development, Oxford University Press, Vol. 22, No. 1, pp. 13-21.
8. Baltas, G. (1997), Determinants of Store Brand Choice: A Behavioral Analysis, Journal of Product & Brand Management, Vol. 6, No. 5, pp. 315-324.
9. Bambauer-Sachse, S. & Mangold, S. (2013), Do Consumers Still Believe What Is Said in Online Product Reviews? A Persuasion Knowledge Approach, Journal of Retailing and Consumer Services, Vol. 20, No. 4, pp. 373-381.
10. Bernardo, J. J. (1984), A Heuristic Model to Predict Brand Switching in Consumer Choice, Journal of Behavioral Economics, Vol. 13, No. 2, pp. 25-51.
11. Bettman, J. R. (1979), Information Processing Theory of Consumer Choice, Addison-Wesley Pub. Co..
12. Bickart, B. & Schindler, R. M. (2001), Internet Forums as Influential Sources of Consumer Information, Journal of Interactive Marketing, Vol. 15, No. 3, pp. 31-40.
13. Burton, J., & Khammash, M. (2010), Why Do People Read Reviews Posted on Consumer-Opinion Portals?, Journal of Marketing Management, Vol. 26, No. 3-4, pp. 230-255.
14. Chaudhuri, A., & Holbrook, M. B. (2001), The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, Vol. 65, No. 2, pp. 81-93.
15. Chen, P. Y., Wu, S. Y. & Yoon, J. (2004), The Impact of Online Recommendations and Consumer Feedback on Sales, ICIS 2004 Proceedings, Vol. 4, No. 7, p. 58.
16. Chen, Y. S., Chen, T. J. & Lin, C. C. (2016), The Analyses of Purchasing Decisions and Brand Loyalty for Smartphone Consumers. Open Journal of Social Sciences, Vol. 4, No. 7, pp. 108-116.
17. Chen, Y. & Xie, J. (2008), Online Consumer Review: Word-Of-Mouth as A New Element of Marketing Communication Mix, Management Science, Vol. 54, No. 3, pp. 477-491.
18. Chevalier, J. A. & Mayzlin, D. (2006), The Effect of Word of Mouth on Sales: Online Book Reviews, Journal of Marketing Research, Vol. 43, No. 3, pp. 345-354.
19. Dellarocas, C. (2003), The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms, Management Science, Vol. 49, No. 10, pp. 1407-1424.
20. Dick, A. S. & Basu, K. (1994), Customer Loyalty: Toward an Integrated Conceptual Framework, Journal of The Academy of Marketing Science, Vol. 22, No. 2, pp. 99-113.
21. Dodds, W. B., Monroe, K. B. & Grewal, D. (1991), Effects of Price, Brand, And Store Information on Buyers’ Product Evaluations, Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319.
22. East, R. (1997), Consumer Behaviour: Advances and Applications in Marketing, Prentice Hall.
23. Feltham, T. S. (1998), Leaving Home: Brand Purchase Influences on Young Adults, Journal of Consumer Marketing, Vol. 15, No. 4, pp. 372-385.
24. Fintikasari, I. & Ardyan, E. (2018), Brand Switching Behaviour in The Generation Y: Empirical Studies on Smartphone Users, Jurnal Manajemen Dan Kewirausahaan, Vol. 20, No. 1, pp. 23-30.
25. Floyd, K., Freling, R., Alhoqail, S., Cho, H. Y. & Freling, T. (2014), How Online Product Reviews Affect Retail Sales: A Meta-Analysis. Journal of Retailing, Vol. 90, No. 2, pp. 217-232.
26. Hennig-Thurau, T., Walsh, G. & Walsh, G. (2003), Electronic Word-Of-Mouth: Motives for and Consequences of Reading Customer Articulations on The Internet, International Journal of Electronic Commerce, Vol. 8, No. 2, pp. 51-74.
27. Homburg, C., Koschate, N. & Totzek, D. (2010), How Price Increases Affect Future Purchases: The Role of Mental Budgeting, Income, and Framing, Psychology & Marketing, Vol. 27, No. 1, pp. 36-53.
28. Holleschovsky, N. I. & Constantinides, E. (2016), Impact of Online Product Reviews on Purchasing Decisions, In Proceedings WEBISt, Vol. 27, No. 1, pp. 271-278.
29. Howard, J. A. & Sheth, J. N. (1969), The Theory of Buyer Behavior, New York, Vol. 27, No. 1, pp. 63.
30. Karakaya, F. & Ganim Barnes, N. (2010), Impact of Online Reviews of Customer Care Experience on Brand or Company Selection, Journal of Consumer Marketing, Vol. 27, No. 5, pp. 447-457.
31. Kardes, F. R., Cline, T. W. & Cronley, M. L. (2011), Consumer Behavior: Science and Practice, Cengage Learning, Incorporated.
32. King, R. A., Racherla, P. & Bush, V. D. (2014), What We Know and Don't Know About Online Word-Of-Mouth: A Review and Synthesis of The Literature, Journal of Interactive Marketing, Vol. 28, No. 3, pp. 167-183.
33. Kotler, P. & Armstrong, G. (2008), Marketing Principles, Parsaian, Ali, Tehran, Adabestan Jahan E Nou Publication, Vol. 28, No. 3, p. 1389.
34. Kotler, P. & Armstrong, G. (2010), Principles of Marketing, Pearson Education.
35. Kotler, P. & Keller, K. L. (2006), Marketing Management, Upper Saddle River, New Yersey.
36. Kotler, P., Armstrong, G. & Warren, R. (1996), Test Item File for Principles of Marketing, Prentice-Hall Canada.
37. Krishna, A. (1992), The Normative Impact of Consumer Price Expectations for Multiple Brands on Consumer Purchase Behavior, Marketing Science, Vol. 11, No. 3, pp. 266-286.
38. Kukar-Kinney, M., Ridgway, N. M. & Monroe, K. B. (2012), The Role of Price in The Behavior and Purchase Decisions of Compulsive Buyers, Journal of Retailing, Vol. 88, No. 1, pp. 63-71.
39. Lamb, C. W., Hair, J. F. & McDaniel, C. (2013), Marketing MKT, Beograd: Data Status.
40. Lee, E. J. & Shin, S. Y. (2014), When Do Consumers Buy Online Product Reviews? Effects of Review Quality, Product Type, and Reviewer’s Photo, Computers in Human Behavior, Vol. 31, pp. 356-366.
41. Liu, Y. (2006), Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue, Journal of Marketing, Vol. 70, No. 3, pp. 74-89.
42. McAlister, L., & Pessemier, E. (1982), Variety Seeking Behavior: An Interdisciplinary Review, Journal of Consumer Research, Vol. 9, No. 3, pp. 311-322.
43. Mittal, B., & Lassar, W. (1998). WM (1998), Why Do Customers Switch? The Dynamics of Satisfaction Versus Loyalty, Journal of Services Marketing, Vol. 12, No. 3, pp. 177-194.
44. Mizerski, R. W. (1982), An Attribution Explanation of The Disproportionate Influence of Unfavorable Information, Journal of Consumer Research, Vol. 9, No. 3, pp. 301-310.
45. Mudambi, S. M., & Schuff, D. (2010), What Makes A Helpful Review? A Study of Customer Reviews on Amazon. Com, MIS Quarterly, Vol. 34, No. 1, pp. 185-200.
46. Naeem, M. (2017), Product Brand Loyalty and Purchase Decision: A Comparative Study of Automobile Industry of Pakistan, Doctoral Dissertation, National University of Modern Languages, Vol. 34, No. 1, pp. 18-20.
47. Nilasari, D. R. & Yoestini, Y. (2012), Analisis Pengaruh Ketidakpuasan Konsumen, Harga Dan Kebutuhan Mencari Variasi Terhadap Perpindahan Merek Sabun Lifebuoy di Semarang, Doctoral dissertation, Fakultas Ekonomika Dan Bisnis, Vol. 34, No. 1, pp. 18-22.
48. Oliver, R. L. (1999), Whence Consumer Loyalty? The Journal of Marketing, pp. 33-44.
49. Owens, D. L., Hardman, M., & Keillor, B. (2001), The Differential Impact of Price-Related Consumer Promotions on Loyal Versus Non-Loyal Users of The Brand: A Field Study Investigation, Journal of Promotion Management, Vol. 6, No. 1-2, pp. 113-131.
50. Pessemier, E. A. (1982). Product Management: Strategy and Organization, John Wiley & Sons Inc, Vol. 6, No. 1-2, pp. 13-31.
51. Peter, J. P. & Olson, J. C. (2000), Consumer Behavior: Perilaku Konsumen Dan Strategi Pemasaran, Jakarta: Erlangga, Vol. 5, No. 1, pp. 13-30.
52. Ping Jr, R. A. (1993). The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voice, Loyalty, Opportunism, and Neglect, Journal of Retailing, Vol. 69, No. 3, pp. 320.
53. Purnawirawan, N., Eisend, M., De Pelsmacker, P. & Dens, N. (2015). A Meta-Analytic Investigation of The Role of Valence in Online Reviews, Journal of Interactive Marketing, Vol. 31, pp. 17-27.
54. Rajput, A. A., Kalhoro, S. H. & Wasif, R. (2012), Impact of Product Price and Quality on Consumer Buying Behavior: Evidence from Pakistan, Journal of Contemporary Research in Business, Vol. 4, No. 4, pp. 485-496.
55. Rao, A. R., & Monroe, K. B. (1988), The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations, Journal of Consumer Research, Vol. 15, No. 2, pp. 253-264.
56. Reichheld, F. F. (1996), Learning from Customer Defections, Harvard Business Review, Vol. 74, No. 2, pp. 56-100.
57. Richins, M. L. (1983), Negative Word-Of-Mouth by Dissatisfied Consumers: A Pilot Study, Journal of Marketing, Vol. 47, No. 1, pp. 68-78.
58. Senecal, S. & Nantel, J. (2004), The Influence of Online Product Recommendations on Consumers’ Online Choices, Journal of Retailing, Vol. 80, No. 2, pp. 159-169.
59. Sheth, J. N. & Raju, P. S. (1974), Sequential and Cyclical Nature of Information Processing Models in Repetitive Choice Behavior, ACR North American Advances, Vol. 80, No. 2, pp. 59-69.
60. Shukla, P. (2009), Impact of Contextual Factors, Brand Loyalty and Brand Switching on Purchase Decisions, Journal of Consumer Marketing, Vol. 26, No. 5, pp. 348-357.
61. Shukla, P. (2009), Impact of Contextual Factors, Brand Loyalty and Brand Switching on Purchase Decisions, Journal of Consumer Marketing, Vol. 26, No. 5, pp. 348-357.
62. Solomon, M. R. (2004), Consumer Behavior (Sixth Edit), Geography, England.
63. Suri, R., & Monroe, K. B. (2003), The Effects of Time Constraints on Consumers' Judgments of Prices and Products, Journal of Consumer Research, Vol. 30, No. 1, pp. 92-104.
64. Swaminathan, V., Fox, R. J., & Reddy, S. K. (2001), The Impact of Brand Extension Introduction on Choice, Journal of Marketing, Vol. 65, No. 4, pp. 1-15.
65. Tang, T., Fang, E., & Wang, F. (2014), Is Neutral Really Neutral? The Effects of Neutral User-Generated Content on Product Sales, Journal of Marketing, Vol. 78, No. 4, pp. 41-58.
66. Tsao, H. Y., & Li-Wei, C. (2005), Exploring Brand Loyalty from The Perspective of Brand Switching Costs, International Journal of Management, Vol. 22, No. 3, pp. 436.
67. Veloutosou, C., Gioulistanis, E. and Moutinho, L. (2004), Own Label Choice Criteria and Perceived Characteristics in Greece and Scotland: Factors Influencing Willingness to Buy, Journal of Product & Brand Management, Vol. 13, No. 4, pp. 228-41.
68. on Helversen, B., Abramczuk, K., Kopeć, W., & Nielek, R. (2018), Influence of Consumer Reviews on Online Purchasing Decisions in Older and Younger Adults, Decision Support Systems, Vol. 113, pp. 1-10.
69. Wahyuni, S., & Ginting, M. (2017), The Impact of Product Quality, Price and Distribution on Purchasing Decision on The Astra Motor Products in Jakarta, Arthatama Journal of Business Management and Accounting, Vol. 1, No. 1, pp.18-26.
70. Wood, L. (2004), Dimensions of Brand Purchasing Behaviour: Consumers in the 18–24 Age Group, Journal of Consumer Behaviour: An International Research Review, Vol. 4, No. 1, pp. 9-24.
71. Wright, R. (2006), Consumer Behaviour, Cengage Learning EMEA, Vol. 4, No. 1, pp. 9-24.
72. Xie, K. L., Zhang, Z. & Zhang, Z. (2014), The Business Value of Online Consumer Reviews and Management Response to Hotel Performance, International Journal of Hospitality Management, Vol. 43, pp. 1-12.
73. Zhu, F. & Zhang, X. (2010), Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics, Journal of Marketing, Vol. 74, No. (2), pp. 133-148.
74. Zikiene, K. & Bakanauskas, A. P. (2006), Research of Factors Influencing Loyal Customer Switching Behavior, 17 July, Journal of Personality, Vol. 4, No. 2, pp. 24-28.
75. Zuckerman, M. (1979), Attribution of Success and Failure Revisited, or: The Motivational Bias Is Alive and Well in Attribution Theory, Journal of Personality, Vol. 47, No. 2, pp. 245-287.
2. Website
1. Michael Guta (2017), Research on Nov 14, Website: Https://smallbiztrends.com/2017/11/2017-local-consumer-review-survey.html
2. Rosie Murphy(2018), Research on December 7, Website: Https://www.brightlocal.com/research/local-consumer-review-survey/
3. Nielsen (2012), Research on Oct 10 Website: Https://www.nielsen.com/us/en/insights/news/2012/consumer-trust-in-online social-and-mobile-advertising-grows.html
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊