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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃恆獎 | |
dc.contributor.author | Su-How Lu | en |
dc.contributor.author | 呂書豪 | zh_TW |
dc.date.accessioned | 2021-06-08T07:31:21Z | - |
dc.date.copyright | 2008-07-02 | |
dc.date.issued | 2008 | |
dc.date.submitted | 2008-06-24 | |
dc.identifier.citation | 一、中文部分:
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26900 | - |
dc.description.abstract | 忠誠度計畫在近年廣泛受到企業所採用,為了更進一步瞭解忠誠度計畫,本研究以忠誠度計畫的移轉障礙為主軸,檢驗忠誠度計畫移轉障礙的影響因素,像是因忠誠度計畫設計而造成的拘束感、挫折感,以及市場上替代方案的吸引力,和參與者本身對於多樣性的需求程度;除此之外,本研究亦探討忠誠度計畫移轉障礙是否讓參與者產生情感性承諾或行銷反抗,進而對參與者的重複購買意願造成影響。本研究以信用卡市場的消費者為主要研究對象,並利用LISREL 進行實證分析,結果得到以下結論:
一、忠誠度計畫設計上給予參與者的約束感是忠誠度計畫移轉障礙最顯著的影響因素。 二、若市面上存在具有吸引力的替代性計畫,忠誠度計畫的移轉障礙將受到負面影響。 三、消費者的多樣性消費的需求,對忠誠度計畫移轉障礙有顯著負向影響。 四、忠誠度計畫的移轉障礙對情感性承諾有顯著正向的影響。 五、消費者的情感性承諾對重複購買意願有顯著正向的影響。 | zh_TW |
dc.description.abstract | Loyalty programs have been widely adopted by companies recently. In order to know more about loyalty programs, this study decides to choose switching barrier of the loyalty programs as our central idea, several influential factors of switching barrier in loyalty program will be examined, including the bonding and frustration resulting from the design of loyalty programs, attractive alternatives in the market, and participants’need for variety. Moreover, this study also examines if participants’affective commitment or promotion reactance would be induced by loyalty programs’switching barrier or not and then affects their repurchase intention.
This research focuses on in Credit card market, and is analyzed by LISREL statistical method. The induced conclusions are as follows: 1. The bonding induced by the design of loyalty programs is the most significant factor affecting switching barrier of loyalty programs. 2. Switching barrier in loyalty program would be negative affected if there are attractive alternatives in the market. 3. Participants’ need for variety has significant negative effects on switching barrier in loyalty programs. 4. Switching barrier in loyalty programs has significant positive effect on affective commitment. 5. Participants’affective commitment has significant positive effect on repurchase intention. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T07:31:21Z (GMT). No. of bitstreams: 1 ntu-97-R95724047-1.pdf: 1307824 bytes, checksum: a24b6a8cbfbf10de15e97054527318f0 (MD5) Previous issue date: 2008 | en |
dc.description.tableofcontents | 誌謝Ⅰ
中文摘要 Ⅱ 英文摘要 Ⅲ 目錄 Ⅴ 表次 Ⅶ 圖次 Ⅷ 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 第二章 文獻回顧 6 第一節 忠誠度計畫 6 第二節 挫折感 11 第三節 移轉障礙 12 第四節 承諾 16 第五節 促銷反抗 17 第六節 多樣化行為 20 第七節 調節焦點 23 第三章 研究方法 26 第一節 研究架構 26 第二節 研究假設 28 第三節 研究變數定義與衡量 32 第四節 研究設計 38 第五節 資料分析方法 39 第四章 資料分析 46 第一節 基本資料分析 46 第二節 因素分析 50 第三節 信度與效度分析 53 第四節 結構關係模式分析 56 第五章 結論與建議 71 第一節 研究結論 71 第二節 管理意涵 74 第三節 研究限制 77 第四節 後續研究建議 78 參考文獻 79 附錄:研究問卷 88 表次 表1.1.1 台灣地區近四年來流通卡數與有效卡數統計 2 表2.1.1 獎酬計畫的類型 9 表3.3.1 拘束感的衡量變項 32 表3.3.2 挫折感的衡量變項 33 表3.3.3 替代方案的吸引力的衡量變項 34 表3.3.4 多樣性需求的衡量變項 35 表3.3.5 忠誠度計畫移轉障礙的衡量變項 35 表3.3.6 情感性承諾的衡量變項 36 表3.3.7 行銷反抗的衡量變項 36 表3.3.8 重購意願的衡量變項 37 表3.3.9 調節焦點的衡量變項 37 表3.5.1 LISREL矩陣與變數說明表 41 表3.5.2 常見配適度指標 44 表4.1.1 性別分析 46 表4.1.2 年齡分析 46 表4.1.3 職業類別分析 47 表4.1.4 教育程度 47 表4.1.5 學院背景 48 表4.1.6 每月所得 48 表4.1.7 參與忠誠度計畫數目 49 表4.2.1 約束感之因素分析 50 表4.2.2 挫折感之因素分析 51 表4.3.1 信度分析(一)53 表4.3.2 信度分析(二)54 表4.4.1 模型之潛在變項 58 表4.4.2 模型之觀察變項 8 表4.4.3 整體模型配適度 61 表4.4.4 衡量方程式估計值 62 表4.4.5 結構方程式估計值 63 表4.4.6 個別觀測變數與個別結構方程式衡量表 64 表4.4.7 多重樣本分析結果 69 表4.4.8 研究假設與結果整理 69 圖次 圖1.2.1 研究流程 5 圖2.6.1 多樣化行為的分類 22 圖2.7.1 促進焦點與預防焦點的心理變數 24 圖3.1.1 本研究之理論架構 27 圖4.4.1 本研究之結構關係圖 57 圖4.4.2 本研究之路徑分析圖 63 | |
dc.language.iso | zh-TW | |
dc.title | 忠誠度計畫移轉障礙之形成因素與其影響-以信用卡為例 | zh_TW |
dc.title | The Formation and Impacts of Switching Barriers in Loyalty
Programs: The Example of Credit Cards | en |
dc.type | Thesis | |
dc.date.schoolyear | 96-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 練乃華,陳建維 | |
dc.subject.keyword | 忠誠度計畫,移轉障礙,線性結構模型, | zh_TW |
dc.subject.keyword | Loyalty Program,Switching Barrier,LISREL, | en |
dc.relation.page | 95 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2008-06-25 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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