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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 翁崇雄 博士(Chorng-Shyong Ong, Ph.D.) | |
| dc.contributor.author | Yves Huang | en |
| dc.contributor.author | 黃逸甫 | zh_TW |
| dc.date.accessioned | 2021-06-13T02:10:29Z | - |
| dc.date.available | 2015-01-01 | |
| dc.date.copyright | 2007-07-16 | |
| dc.date.issued | 2007 | |
| dc.date.submitted | 2007-06-25 | |
| dc.identifier.citation | 1. 行政院主計處統計局統計資料，網址：http://www.dgbas.gov.tw
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/30624 | - |
| dc.description.abstract | 隨著產業結構的改變，服務業的重要性亦與日俱增。鑑於服務業與實體商品行銷產生不同的特性與觀念；加以國內相關研究，大都著重在探討服務品質、產品品質、顧客滿意度，以及顧客忠誠度等方向為主。因此本研究旨在研究近年來較被實務界關注的關係行銷、關係品質、品牌偏好及消費者心理特質對消費者行為意向之影響。本研究之研究目的為：(1)界定關係行銷、關係品質的構面，並研究關係行銷活動對關係品質的影響。(2)探討消費者品牌偏好與調節焦點的意義，並研究調節焦點對品牌偏好與行為意向關係之干擾效果。(3)界定行為意向的構面，並建立關係行銷、關係品質、品牌偏好、調節焦點與行為意向之間關係的一個完整架構。本研究選擇無形性比重較高、並且競爭激烈的金融服務業為實證對象。消費者反應之初級資料蒐集採問卷調查方法，針對接受金融機構服務的消費者為受訪對象，完成有效樣本數為348份。
研究結果顯示，品牌偏好會對關係品質有正向的影響。關係行銷對關係品質的關係中，除了財務性與社交性結合對信賴、財務性結合對承諾無顯著關係外，其餘皆有顯著正向關係。而在關係品質對行為意向的關係中，除了信賴對行為意向的三個構面、滿意對付出、承諾對反應沒有顯著關係外，其餘皆達顯著正向關係。最後調節焦點人格特質在品牌偏好與行為意向的關係中具有干擾效果。因此行銷經理人在思考關係行銷策略時，應該多考慮社交性結合的方式，而不是只靠財務性結合，才能深耕顧客關係。另外也可透過調節焦點的人格特質來區隔顧客，分別施予不同的行銷方式，有效地提高不同顧客的行為意向以強化行銷效果。 | zh_TW |
| dc.description.abstract | As service industry started to play an important role in the Taiwan economy and account over 70% of the Taiwan’s GDP, the understanding of the relationship marketing has become a critical matter. This study intends to understand the effects of relationship marketing, relationship quality, and brand preference on behavior intentions. The objectives of this investigation are: (1) Relationships between relationship marketing and relationship quality, (2) Relationships between brand preference and behavior intentions, and (3) Relationships among relationship marketing, relationship quality, brand preference, regulatory focus, and behavior intentions. We sampled 348 people who have experienced the financial service.
The results indicate that brand preference is significantly positively related to relationship quality. Moreover, In addition to no significant relationships between financial bond and trust, and between social bond and trust, relationship marketing is significantly positively related to relationship quality. In addition to no significant relationships between trust and three dimensions of behavior intention, between satisfaction and payment, and between commitment and response, relationship quality is significantly positively related to behavior intention. Finally, regulatory focus has moderation effect on brand preference and behavior intention. The marketing strategy of financial service is not only financial bond but also social bond. The manager of financial service can also use regulatory focus to redefine different target customers. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-13T02:10:29Z (GMT). No. of bitstreams: 1 ntu-96-R90725008-1.pdf: 1178987 bytes, checksum: ee975ffed53e465f898e6ca5d6fd64f9 (MD5) Previous issue date: 2007 | en |
| dc.description.tableofcontents | 誌 謝 iii
中文摘要 iv 英文摘要 v 目 錄 vi 圖目錄 vii 表目錄 viii 第一章 緒論 1 第一節、研究背景 1 第二節、研究目的 2 第二章 文獻探討 3 第一節、關係行銷 3 第二節、關係品質 4 第三節、品牌偏好 5 第四節、調節焦點 6 第五節、行為意向 7 第六節、品牌偏好與關係品質 7 第七節、關係行銷與關係品質 8 第八節、品牌偏好與行為意向 8 第九節、關係品質與行為意向 9 第十節、調節焦點對品牌偏好與行為意向的效果 9 第三章 研究方法 11 第一節、研究架構 11 第二節、研究假說 12 第三節、問卷設計、變數衡量與操作性定義 13 第四章 實證分析 16 第一節、樣本結構與敘述統計分析 16 第二節、信度與效度分析 18 第三節、研究假說實證結果 26 第五章 結論與建議 32 第一節、研究結論 32 第二節、實務建議 33 第三節、研究限制及未來研究 34 參考文獻 35 附錄：問卷 42 | |
| dc.language.iso | zh-TW | |
| dc.subject | 行為意向 | zh_TW |
| dc.subject | 關係行銷 | zh_TW |
| dc.subject | 關係品質 | zh_TW |
| dc.subject | 品牌偏好 | zh_TW |
| dc.subject | 調節焦點 | zh_TW |
| dc.subject | Relationship Marketing | en |
| dc.subject | Behavioral Intentions | en |
| dc.subject | Regulatory Focus | en |
| dc.subject | Brand Preference | en |
| dc.subject | Relationship Quality | en |
| dc.title | 影響行為意向因素之研究－以金融業為例 | zh_TW |
| dc.title | The Study of the Factors in Behavioral Intentions:
Example in Financial Industry | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 95-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 白健二,吳玲玲 | |
| dc.subject.keyword | 關係行銷,關係品質,品牌偏好,調節焦點,行為意向, | zh_TW |
| dc.subject.keyword | Relationship Marketing,Relationship Quality,Brand Preference,Regulatory Focus,Behavioral Intentions, | en |
| dc.relation.page | 41 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2007-06-26 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
| 顯示於系所單位： | 資訊管理學系 | |
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