博碩士論文 104421049 詳細資訊




以作者查詢圖書館館藏 以作者查詢臺灣博碩士 以作者查詢全國書目 勘誤回報 、線上人數:7 、訪客IP:3.17.80.242
姓名 廖棋弘(Chi-Hung Liao)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 基於交易記錄探討顧客信任及忠誠度對於健康產品銷售的影響
(Investigating the impact of trust and loyalty in health industry with transaction log)
相關論文
★ 在社群網站上作互動推薦及研究使用者行為對其效果之影響★ 以AHP法探討伺服器品牌大廠的供應商遴選指標的權重決定分析
★ 以AHP法探討智慧型手機產業營運中心區位選擇考量關鍵因素之研究★ 太陽能光電產業經營績效評估-應用資料包絡分析法
★ 建構國家太陽能電池產業競爭力比較模式之研究★ 以序列採礦方法探討景氣指標與進出口值的關聯
★ ERP專案成員組合對績效影響之研究★ 推薦期刊文章至適合學科類別之研究
★ 品牌故事分析與比較-以古早味美食產業為例★ 以方法目的鏈比較Starbucks與Cama吸引消費者購買因素
★ 探討創意店家創業價值之研究- 以赤峰街、民生社區為例★ 以領先指標預測企業長短期借款變化之研究
★ 應用層級分析法遴選電競筆記型電腦鍵盤供應商之關鍵因子探討★ 以互惠及利他行為探討信任關係對知識分享之影響
★ 結合人格特質與海報主色以類神經網路推薦電影之研究★ 資料視覺化圖表與議題之關聯
檔案 [Endnote RIS 格式]    [Bibtex 格式]    [相關文章]   [文章引用]   [完整記錄]   [館藏目錄]   [檢視]  [下載]
  1. 本電子論文使用權限為同意立即開放。
  2. 已達開放權限電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
  3. 請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。

摘要(中) 在注重健康的時代,保健食品市場需求有持續上向成長的趨勢,造就多元化的產品通路,讓消費者能在實體店面、電子商務、電視購物、電話行銷上皆能採購到日常所需的保健食品。近期全球市場調查報告也指出電子商務、電話行銷通路成長快速,在相關研究上信任被視為電子商務和電話行銷重要的影響因子之一。
以往研究信任、忠誠度和再購意願主要採取問卷方式收集資料,而實際上各產業皆發現客戶填寫問卷的願意度不高,導致資料收集困難。而再購行為的衡量與相關模型的建立更是困難。近期有研究開始使用實際系統上的資料進行轉換,利用系統資料來衡量信任,但目前尚未用來驗證假設與衡量實際消費行為。
本研究以保健食品產業在電話行銷通路上的交易活動為基礎,收集ERP 系統和客服系統上的資料,並建立操作型定義與資料轉換公式,以系統資料描述客戶信任、忠誠度和再購行為,利用多元迴歸和多元邏輯迴歸分析驗證已知的管理模型。經由模型的驗證推導操作型定義與資料轉換公式的正確性,並由此驗證信任與忠誠度可影響再購行為。
摘要(英) In the era of LOHAS, the demand for healthy food and supplement is growing rapidly.These products can be purchased through various channels such as brick and mortar stores,e-commerce, TV shopping, telemarketing. Among them, the e-commerce and telemarketing channels are the source of main growth. To promote usage of these channels, trust and loyalty are critical determinants.

To verify research models, in the past, questionnaires have to be distributed to potential customers. However, in many cases, customers have low intention to participate in the surveys. Recently, due to the development of data driven analysis, researchers began using the data logged in systems to measure trust and apply the finding to recommend products. However, to the best of our knowledge, none have used system data to verify hypothesis and measure the actual consumer behavior.

To verify if the data collected from systems can be used to confirm the relationships between trust, loyalty and purchasing behavior, the research collected data from an ERP system and customer service system and defined operational definitions for trust and loyalty and creates a formula for data transformation. The research uses multiple regression and multiple logistic regression to verify the model. The result showed that most of the
relationships between trust, loyalty and purchasing behavior are supported. That is, data logged in systems can be used for not only data driven analysis but also for model validation.
關鍵字(中) ★ 信任
★ 忠誠度
★ 再購行為
關鍵字(英) ★ trust
★ loyalty
★ repurchase behavior
論文目次 中文摘要....... v
Abstract...... vi
目錄 ......... vii
表目錄 ....... ix
圖目錄 ....... x
第一章 緒論........1
1-1 研究動機.......1
1-2 研究目的.......2
1-3 研究架構.......2
第二章 文獻探討.......................3
2-1 信任.............................3
2-1-1 關懷(Benevolence)..............4
2-1-2 正直(Integrity)................5
2-1-3 能力(Competence)...............5
2-1-4 預測(Predictability) ..........5
2-2 忠誠度...........................6
2-3 再購意圖與再購行為................7
第三章 研究模型 .....................8
3-1 研究假設.........................8
3-2 變數操作型定義...................10
3-2-1 信任 .........................10
3-2-2 忠誠度 ........................11
3-2-3 再購行為 ......................11
第四章 資料收集與分析 ................12
4-1 資料收集.........................12
4-1-1 資料清理 ......................12
4-2 資料分析.........................14
4-2-1 共線性檢定 ....................14
4-2-2 信任對於忠誠度之影響性分析.......15
4-2-3 信任對於再購行為之影響性分析.....16
4-2-4 忠誠度對於再購行為之影響性分析 ....17
第五章 管理與理論意涵 ..................18
5-1 管理意涵...........................18
5-2 理論意涵...........................19
第六章 結論與未來研究建議 ...............20
6-1 結論...............................20
6-2 研究限制與未來研究建議...............21
參考文獻 ..............................22
英文文獻 ..............................22
網路資源 ..............................25
參考文獻 英文文獻
Anderson, J. C., & Narus, J. A. (1990). A Model of Distributor Firm and Manufacturer Firm
Working Partnerships. Journal of Marketing, 54(1), 42-58.
Bhattacherjee, A. (2002). Individual Trust in Online Firms: Scale Development and Initial
Test. Journal of Management Information Systems, 19(1), 211-241.
Bult, J. R., & Wansbeek, T. (1995). Optimal Selection for Direct Mail. Marketing Science,
14(4), 378-394. doi:10.1287/mksc.14.4.378
Chen, S. C., & Dhillon, G. S. (2003). Interpreting Dimensions of Consumer Trust in
E-Commerce. Information Technology and Management, 4(2), 303-318.
doi:10.1023/A:1022962631249
Cheung, C. M. K., & Lee, M. K. O. (2006). Understanding consumer trust in Internet
shopping: A multidisciplinary approach. J. Am. Soc. Inf. Sci. Technol., 57(4), 479-492.
doi:10.1002/asi.v57:4
Chinomona, R., & Dubihlela, D. (2014). Does customer satisfaction lead to customer trust,
loyalty and repurchase intention of local store brands? The case of gauteng province of
South Africa. Mediterranean Journal of Social Sciences, 5(9), 23-32.
doi:10.5901/mjss.2014.v5n9p23
Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer
repurchase intention in online shopping. Online Information Review, 33(4), 761-784.
doi:doi:10.1108/14684520910985710
Delone, W. H., & McLean, E. R. (2003). The DeLone and McLean Model of Information
Systems Success: A Ten-Year Update. J. Manage. Inf. Syst., 19(4), 9-30.
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual
framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
doi:10.1177/0092070394222001
Dixon, J., Bridson, K., Evans, J., & Morrison, M. (2005). An alternative perspective on
relationships, loyalty and future store choice. The International Review of Retail,
Distribution and Consumer Research, 15(4), 351-374.
doi:10.1080/09593960500197461
Doren, D. C. V., & Smith, L. W. (1988). Teaching Telemarketing in the Framework of the
Seven Steps of Personal Selling. Journal of Marketing Education, 10(1), 44-49.
doi:doi:10.1177/027347538801000107
Erciş, A., Ünal, S., Candan, F. B., & Yıldırım, H. (2012). The Effect of Brand Satisfaction,
Trust and Brand Commitment on Loyalty and Repurchase Intentions. Procedia -
Social and Behavioral Sciences, 58, 1395-1404. doi:10.1016/j.sbspro.2012.09.1124
Fang, H., Guo, G., & Zhang, J. (2015). Multi-faceted trust and distrust prediction for
recommender systems. Decision Support Systems, 71, 37-47.
doi:10.1016/j.dss.2015.01.005
Gao, H., & Yao, J. (2012). A multi-dimensional trust model in e-commerce. Paper presented at
the CSAE 2012 - Proceedings, 2012 IEEE International Conference on Computer
Science and Automation Engineering.
Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725-737.
Gefen, D., & Straub, D. (2003). Managing user trust in B2C e-services. E-Service Journal,
2(2), 7-24.
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance
of social presence: Experiments in e-Products and e-Services. Omega, 32(6), 407-424.
doi:10.1016/j.omega.2004.01.006
Grewal, D., Hardesty, D. M., & Iyer, G. R. (2004). The effects of buyer identification and
purchase timing on consumers′ perceptions of trust, price fairness, and repurchase
intentions. Journal of Interactive Marketing, 18(4), 87-100. doi:10.1002/dir.20024
Guenzi, P., & Pelloni, O. (2004). The impact of interpersonal relationships on customer
satisfaction and loyalty to the service provider. International Journal of Service
Industry Management, 15(4), 365-384. doi:doi:10.1108/09564230410552059
Ha, H. Y., Janda, S., & Muthaly, S. K. (2010). A new understanding of satisfaction model in e‐
re‐purchase situation. European Journal of Marketing, 44(7/8), 997-1016.
doi:doi:10.1108/03090561011047490
Hart, P., & Saunders, C. (1997). Power and Trust: Critical Factors in the Adoption and Use of
Electronic Data Interchange. Organization Science, 8(1), 23-42.
Hsu, Y. W., Gardner, L., & Srinivasan, A. (2014). Exploring the phenomenon of consumer
repurchase behaviours in auction websites. Paper presented at the 20th Americas
Conference on Information Systems, AMCIS 2014.
Hume, M., Mort, G. S., & Winzar, H. (2007). Exploring repurchase intention in a performing
arts context: who comes? and why do they come back? International Journal of
Nonprofit and Voluntary Sector Marketing, 12(2), 135-148. doi:10.1002/nvsm.284
Idrees, Z., Xinping, X., Shafi, K., Hua, L., & Nazeer, A. (2015). Consumer’s Brand Trust and
Its Link to Brand Loyalty. American Journal of Business, Economics and Management,
3, 34-39.
Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store.
Information Technology and Management, 1(1), 45-71. doi:10.1023/a:1019104520776
Kathleen Seiders, Glenn B. Voss, Dhruv Grewal, & Godfrey, A. L. (2005). Do Satisfied
Customers Buy More? Examining Moderating Influences in a Retailing Context.
Journal of Marketing, 69(4), 26-43. doi:10.1509/jmkg.2005.69.4.26
Kim, M.-J., Lee, C.-K., & Chung, N. (2013). Investigating the Role of Trust and Gender in
Online Tourism Shopping in South Korea. Journal of Hospitality & Tourism Research,
37(3), 377-401. doi:10.1177/1096348012436377
Kim, W., & Han, H. (2008). Determinants of Restaurant Customers′ Loyalty Intentions: A Mediating Effect of Relationship Quality. Journal of Quality Assurance in Hospitality
& Tourism, 9(3), 219-239. doi:10.1080/15280080802412727
Kincade, D. H., Giddings, V. L., & Chen‐Yu, H. J. (1998). Impact of product‐specific
variables on consumers′ post‐consumption behaviour for apparel products: USA.
Journal of Consumer Studies & Home Economics, 22(2), 81-90.
doi:10.1111/j.1470-6431.1998.tb00718.x
Kumar, P. (2002). The Impact of Performance, Cost, and Competitive Considerations on the
Relationship between Satisfaction and Repurchase Intent in Business Markets. Journal
of Service Research, 5(1), 55-68. doi:doi:10.1177/1094670502005001006
Lee, C. H., Eze, U. C., & Ndubisi, N. O. (2011). Analyzing key determinants of online
repurchase intentions. Asia Pacific Journal of Marketing and Logistics, 23(2),
200-221. doi:doi:10.1108/13555851111120498
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of
Organizational Trust. The Academy of Management Review, 20(3), 709-734.
doi:10.2307/258792
McKnight, D. H., & Chervany, N. L. (2001). What trust means in e-commerce customer
relationships: An interdisciplinary conceptual typology. International Journal of
Electronic Commerce, 6(2), 35-59. doi:10.1080/10864415.2001.11044235
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust
measures for e-commerce: An integrative typology. Information Systems Research,
13(3), 334-359.
McKnight, D. H., Cummings, L. L., & Chervany, N. L. (1998). Initial trust formation in new
organizational relationships. Academy of Management Review, 23(3), 473-490.
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship
Marketing. Journal of Marketing, 58(3), 20-38. doi:10.2307/1252308
Moriuchi, E., & Takahashi, I. (2016). Satisfaction trust and loyalty of repeat online consumer
within the Japanese online supermarket trade. Australasian Marketing Journal, 24(2),
146-156. doi:10.1016/j.ausmj.2016.02.006
Oikawa, H., Otake, K., & Namatame, T. (2017). Loyal customer discriminant model using
customer features on EC site. Paper presented at the FTC 2016 - Proceedings of
Future Technologies Conference.
Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust
dimensions in e-commerce. Computers in Human Behavior, 71, 153-164.
doi:10.1016/j.chb.2017.01.050
Pan, h. m., & Guo, Y. (2011). A Study on Network Customer Loyalty Based on e-contact
Centers. Paper presented at the 2011 International Conference on Business Computing
and Global Informatization.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service
Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.
doi:10.2307/1251430
Peyrot, M., & Van Doren, D. (1994). Effect of a Class Action Suit on Consumer Repurchase
Intentions. The Journal of Consumer Affairs, 28(2), 361-379.
Salehinejad, H., & Rahnamayan, S. (2017). Customer shopping pattern prediction: A
recurrent neural network approach. Paper presented at the 2016 IEEE Symposium
Series on Computational Intelligence, SSCI 2016.
Shin, J. I., Chung, K. H., Oh, J. S., & Lee, C. W. (2013). The effect of site quality on
repurchase intention in Internet shopping through mediating variables: The case of
university students in South Korea. International Journal of Information Management,
33(3), 453-463. doi:10.1016/j.ijinfomgt.2013.02.003
Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction
and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150-167.
doi:10.1177/0092070300281014
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an
exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50.
doi:10.1016/S0022-4359(01)00065-3
Stewart, K. J. (2003). Trust Transfer on the World Wide Web. Organization Science, 14(1),
5-17. doi:10.1287/orsc.14.1.5.12810
Tan, F. B., & Sutherland, P. (2004). Online Consumer Trust: A Multi-Dimensional Model.
Journal of electronic commerce in organizations, 2(3), 40-58.
Wong, A., & Sohal, A. (2003). Service quality and customer loyalty perspectives on two
levels of retail relationships. Journal of Services Marketing, 17(5), 495-513.
doi:10.1108/08876040310486285
網路資源
Ecommerce Foundation(2016). Global B2C E-commerce Report 2016. Retrieved from
https://www.ecommercewiki.org/wikis/www.ecommercewiki.org/images/5/56/Global_
B2C_Ecommerce_Report_2016.pdf
Global Industry Analysts(2016). Call Centers : A Global Strategic Business Report. Retrieved
from
http://www.strategyr.com/MarketResearch/infographTemplate.asp?code=MCP-1145
Nielsen Market Research(2015). Taiwan Health Supplement report. Retrieved from
http://www.nielsen.com/content/dam/nielsenglobal/tw/docs/taiwan-health-supplement
report.pdf
Transparency Market Research (2015). Nutraceuticals Market - Global Industry Analysis,
Size, Share, Growth, Trends, and Forecast 2015 – 2021. Retrieved from
http://www.transparencymarketresearch.com/global-nutraceuticals-product-market.html
指導教授 許秉瑜(Ping-Yu Hsu) 審核日期 2017-6-26
推文 facebook   plurk   twitter   funp   google   live   udn   HD   myshare   reddit   netvibes   friend   youpush   delicious   baidu   
網路書籤 Google bookmarks   del.icio.us   hemidemi   myshare   

若有論文相關問題,請聯絡國立中央大學圖書館推廣服務組 TEL:(03)422-7151轉57407,或E-mail聯絡  - 隱私權政策聲明