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研究生:杜明翰
研究生(外文):Ming-Han Du
論文名稱:親社會行為口碑經驗之人群分析- 透過非觀察異質性變數發掘市場區隔的機會
論文名稱(外文):Prosocial Word-of-Mouth Experience Sharing, Why and Who They Are- Discovering Unobserved Heterogeneity for Market Segmentation
指導教授:張紘炬張紘炬引用關係
指導教授(外文):Horng-Jinh Chang
口試委員:賴奎魁黃建森李培齊陳水蓮
口試日期:2021-12-25
學位類別:博士
校院名稱:淡江大學
系所名稱:管理科學學系博士班
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:2022
畢業學年度:110
語文別:英文
論文頁數:91
中文關鍵詞:市場區隔口碑人格特質動機情感親社會行為非營利行銷
外文關鍵詞:Market SegmentationWord-of-MouthPersonalityMotivationAffectionProsocial BehaviorNon-Profit Marketing
相關次數:
  • 被引用被引用:0
  • 點閱點閱:73
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  • 下載下載:24
  • 收藏至我的研究室書目清單書目收藏:0
市場區隔是行銷策略的基礎,非營利市場的市場區隔多停留在以捐款者人口統計為變數的傳統作法。透過非觀察變數的異質性,例如社會心理因素,可能產生新的市場區隔與行銷策略機會。另一方面,口碑行銷長期被肯定為有效的行銷策略。本研究的目的是建立一個親社會口碑行為模型,並以此為基礎,透過非觀察潛在變數的異質性,發掘慈善捐助者的市場區隔的新機會。本研究的第一階段採用偏最小平方法(Partial Least Square-PLS)結構方程模型,建立親社會口碑行為模型,並以此描繪不同的人格特質,動機與親社會口碑行為的情感或情緒等構面之間的關係。其結果支持本研究的十個構面關係假設。我們發現個人社會責任正面影響親社會口碑行為的快樂情緒與自我實現,而利他動機則同時對兩者產生顯著性的中介效果。另外,社會本與影響力人格特質正面影響自我實現,且自我認同動機也對此具有部分中介效果。這個階段結果揭示了在非營利領域有關親社會口碑行為具有意義的理論與實務意涵。本研究第二階段則利用第一階段產生的親社會口碑行為模型為基礎,透過FIMIX-PLS,探索非觀察異質性變數的市場區隔,並對非營利組織提出市場行銷與得到新的捐助者及捐助者關係維繫的策略建議。本研究針對三組區隔市場,分別為「利他影響者」、「道德倡議者」及「自我認同追尋者」,進行群組比較分析,得到豐富且有價值的資訊,提供非營利組織目標市場,市場定位,及行銷計畫策略參考。
Market segmentation is a fundamental step for market positioning and marketing mix strategy. Traditionally market segmentation is done by demographic variables. The perspective from donors’ psychological factors in their charitable experience could reach novel opportunities. Meanwhile, the donors’ charitable experience sharing has been recognized as powerful marketing. The purpose of this study is to build a prosocial Word-of-Mouth model and use it to explore donor segments by unobserved variables. The first phase found that Individual-Social-Responsibility influences Hedonic-Affection and Self-Actualization directly with partial mediation effect by Altruistic-Motivation. Social-Capital and Influential-Personality influence Self-Actualization directly with partial mediation effects by Self-Identity. The second phase of this study generates three meaningful donor segments: “Altruistic Influencer,” “Morality Advocator,” and “Identity S
eeker,” with psychosocial heterogeneity attributes. This study provides theoretical and programmatic insights for fund-raising, donor acquisition, and retention strategies.
Contents
Contents..……….……………………………………………………………….……..I
List of Tables………………………………………………………………….……...III
List of Figures………………………………………………………………………...V
Chapter 1. Introduction 1
1.1. Research Background and Motivation 1
1.2. Research Objectives 3
1.3. Research Process 4
1.4. Research Concept 6
1.5. Dissertation Structure 7
Chapter 2. Literature Reviews and Hypotheses 9
2.1. Word-of-Mouth and Non-profit Marketing Strategy 9
2.2. General Constructs in Prosocial Behavior 10
2.3. Individual Social Responsibility, Hedonic, and Self-Actualization 11
2.4. Altruistic Motivation, Hedonic Affection, ISR, and Self-Actualization 13
2.5. Social Capital, Self-Identity, Influencer, and Self-Actualization 14
2.6. Market Segmentation 17
2.7. Market Segmentation Methodology 19
Chapter 3. Research Methodologies 21
3.1. Constructs, Data, and Measures 21
3.2. Structural Equation Model 23
3.3. Model development and Market Segmentation 25
Chapter 4. Data Analysis and Result 27
4.1. Descriptive Statistics 27
4.2. Item Analysis and Factor Analysis 27
4.3. Outer Model and Criterion for Reliability and Validity 33
4.4. The Internal Consistency Reliability and Composite Reliability (CR) 34
4.5. The Convergent Validity by Average Variance Extracted (AVE) 37
4.6. Discriminant Validity and Multi-Linearity 38
4.7. Formative Construct Reliability and Validity 41
Chapter 5. Inner Model (Structural Model) 42
5.1. Model Fit Measures & Path Coefficient 42
5.2. Determinattion Coefficient, Effect Size, Prediction Relevance Index 44
5.3. Indirect Effects of Mediators 45
Chapter 6. Market Segmentation by the Word-of-Mouth Model 48
6.1. Segmentation by FIMIX-PLS 48
6.2. The first Segment: Altruistic Influencer 49
6.3. The Second Segment: Morality Advocator 51
6.4. The Third Segmentation: Identity Seeker 51
6.5. Segments Quality Tests and Comparisons 53
6.6. Segments Comparison for Path Coefficients 60
6.7. Segment Comparisons for Mediation Effects 61
Chapter 7. Discussion, Implications, and limitations 65
7.1. Phase one Overall Discussion 65
7.2. First Phase Implications Discussion 67
7.3. Stage One Managerial Implications Discussion 69
7.4. Phase two General Discussion – FIMIX-PLS segmentation 69
7.5. Research Limitation and Suggestions for Future Study 73
Reference ..…………………………………………………………………………...74
Appendix …..………………………………………………………………………...88

List of Tables

Table 4.1 Distribution of the Sample by Demographics 28
Table 4.2 Kaiser-Meyer-Olkin & Barlett's Sphericity Testing 29
Table 4.3 Index in Factor Analysis Process 29
Table 4.4 Factor Analysis Result for Affection 30
Table 4.5 Factor Analysis Result for Motivation 31
Table 4.6 Factor Analysis Result for Personality 32
Table 4.7 Composite Reliability for each Constructs 35
Table 4.8 Indicator Loadings/Weights and Significance Test 36
Table 4.9 Average Variance Extracted for each Constructs 37
Table 4.10 Reflective Constructs Reliability and Validity 37
Table 4.11 Hetrotrait-Monotrait Ratio (HTMT) for Discriminant Validity 38
Table 4.12 Variance Inflation Factors (VIF) for Structural Model 39
Table 4.13 Cross Loading Check for Discriminant Validity 40
Table 5.1 Path Coefficient and Significance 43
Table 5.2 f2 for each path 45
Table 5.3 Indirect and Total Effect 46
Table 6.1 Individual Segment Path Coefficient and Significance 53
Table 6.2 Cronbach α Reliability Test for Segments 55
Table 6.3 Cronbach α Comparisons Among Segments 55
Table 6.4 Composite Reliability of Constructs for each Segment 56
Table 6.5 Composite Reliability Tests for Segments 56
Table 6.6 Average Variance Extracted (AVE) for Segments 57
Table 6.7 AVE Comparisons among Segments 57
Table 6.8 Effective Size f2 of Paths for Segments 58
Table 6.9 Effective Size f2 Comparison Among Segments 59
Table 6.10 R2 Testing for each Segment 60
Table 6.11 Comparison of R2 among Segments 60
Table 6.12 Segments Path Coefficient Comparisons (Welch-Satterthwaite Test) 61
Table 6.13 Indirect and Total Effect for each Segment 62
Table 6.14 Indirect and Total Effect Comparison (Welch-Satterwaite Test) 63

List of Figures

Figure 1.1 Research Process 6
Figure 1.2 Research Concept 7
Figure 2.1 Prosocial Experience Word-of-Mouth Hypothetical Framework 17
Figure 3.1 Structural Model with all Constructs and Hypotheses 25
Figure 5.1 PLS Model Structure with Path Coefficients and R Square 42
Figure 5.2 Word-of-Mouth Affection PLS-SEM Model 47
Figure 6.1 Segment 1 "Altruistic Influencer" 50
Figure 6.2 Segment 2 "Morality Advocator” 52
Figure 6.3 Segment 3 "Dignity Seeker" 54
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