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標題: | 顧客保留與社群建立之實證研究 Three Essays on Customer Retention and Community-building: Integrative Models and Empirical Evidence in Online and Offline Contexts |
作者: | Hsien-Tung Tsai 蔡顯童 |
指導教授: | 黃恆獎(Heng-Chiang Huang) |
共同指導教授: | 趙義隆 |
關鍵字: | 社群,顧客忠誠度,移轉障礙,滿意度, community-building,consumer loyalty,switching barriers,overall satisfaction, |
出版年 : | 2006 |
學位: | 博士 |
摘要: | 「留住顧客」一直以來都是學術界及企業界所重視的議題,許多學者認為,具有忠誠度的顧客是廠商創造競爭優勢的重要資產。在過去,相關研究的焦點,多是集中在「顧客滿意度的提昇」及「顧客移轉障礙的建立」,這兩個顧客忠誠度的驅動因子強調的是廠商與顧客互動的歷史過程。換句話說,過去的研究多是假設顧客在進行再度惠顧的決策時,主要是依據他與廠商過去的互動經驗。然而,過去的文獻忽略了「可預期的價值分享」也常是影響他要不要再度惠顧的重要因素。因此本研究提出一個新的觀點,認為消費者的再購意願會受到「可預期的價值分享」所影響。本研究以橫斷面的資料進行實證,研究結果顯示,消費者的再購意願確實會受到未來的誘因所影響;更重要的是,「消費者對廠商的認知品質」也會影響到「可預期的價值分享」、「移轉障礙」、及「滿意度」。本研究的結果不僅對學理上有所貢獻,也提供了企業界不同的行銷策略思維。 This thesis contains three essays to fill the research gaps mostly left unexplained in extant research and provide practitioners with guidelines for effectively managing customer relationships. In the first two essays, the author formulates and empirically tests conceptual frameworks that consider the antecedents of customer repurchase intentions in online settings. The author also incorporates the concept of relational orientations into the model to examine its moderating effect on the links between the drivers and repurchase intentions. To test the proposed hypotheses, the author uses structural equation modeling based on data obtained from a large online retailing store in Taiwan. The results strongly support most of the hypotheses. In the third essay, the author attempts to contribute to a better understanding of brand community participation (BCP) by addressing three important research gaps: First, the author elaborates on the dimensions of BCP and introduces a new measure of this construct. Second, the author examines the antecedents of BCP by three levels (individual-, group-, and relationship-level). Third, the author investigates the underestimated influence of BCP on firm-side outcomes (perceived legitimacy and consumer power), as well as its consumer-side consequences (word-of-mouth, imitation, and loyalty intentions). The empirical analysis is based on data collected from ten car brand communities. This study provides evidence for the proposed conceptualization of BCP and finds that the investigated antecedents account for some variance of BCP, which in turn positively affects consumer- and firm-side outcomes. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/34421 |
全文授權: | 有償授權 |
顯示於系所單位: | 國際企業學系 |
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