關係連結對網路顧客忠誠度影響之研究

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蔣念容(Nien-jung Chiang) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

關係連結對網路顧客忠誠度影響之研究
(A Study on the Effects of Relational Bonds on Online Customer Loyalty)

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摘要(中)

隨著網際網路蓬勃發展，台灣B2C網路購物市場顯現無限商機，但網路上近乎完全競爭的市場，加上眾多設計品質無異的同類型購物網站紛紛出現，以致於顧客對特定網路商店的忠誠度越行降低，因此，對網路商店而言，藉由建立長期的顧客關係以獲取競爭優勢已是刻不容緩的課題。
有鑑於關係行銷在網路環境的應用日漸重要，但相關實徵研究卻仍然缺乏，本研究之研究目的係試圖探討網路商店是否能藉由與顧客建立關係連結，以提升顧客對該網路商店的忠誠度，同時本研究亦希望針對搜尋性及經驗性兩種商品類型進行分析與比較，以確認在不同商品類型的購買情境下，各類關係連結是否帶來不同的效果。
本研究選用書籍及套裝旅遊分別代表搜尋性及經驗性商品進行研究，以網路問卷的方式分別針對兩種商品購買情境收集資料，並將收集而來兩組的樣本皆進行結構方程模型檢定，再對結果進行比較討論而提出本研究結論如下：
1.對搜尋性或經驗性兩種商品類型而言，財務、社會、結構三種關係連結對網路顧客忠誠度提升的重要性各不相同，隨著商品資訊不對稱程度提高，更高層級的關係連結更為重要。
2.不論對搜尋性或經驗性商品而言，財務連結對網路顧客忠誠度的提升沒有明顯的效果。
3.對搜尋性商品而言，社會連結及結構連結對網路顧客忠誠度的提升皆很重要。
4.對經驗性商品而言，結構連結對網路顧客忠誠度的提升更重要。

摘要(英)

As the acceptance of Internet grows, the online B2C electronic commerce market in Taiwan shows great business opportunities. The online market can be considered as a near perfect market due to its visibility and low transaction costs. In addition, many websites of online stores nowadays have design quality of the same caliber. As a result, customer loyalty to a specific online store diminishes. As a result, developing a long-term relationship with their customers becomes an ever important issue for online retailers to obtain competitive advantage.
The application of the concept of relationship marketing on the Internet has been getting more and more attention in practice, but related empirical research is relatively scarce. In response, the study attempts to investigate the effects of various aspects of relational bonds on customer loyalty across search- and experience-goods on the Internet.
Based on previous research, books and travel packages were chosen to represent search goods and experience goods respectively in this study. Online questionnaire was employed to collect data, and structured equation model was used to analyze the collected data.
Results suggest that the higher information asymmetry the goods is, the higher level of relational bonds the online retailer needs to maintain with their customers. Furthermore, financial bonds have no positive impact on customer loyalty for both search and experience goods. For search goods, social and structural bonds are both important. However, for experience goods, structural bonds are more important.

關鍵字(中)

★ 顧客忠誠度
★ 關係行銷
★ 關係連結
★ 經驗性商品
★ 搜尋性商品

關鍵字(英)

★ relationship marketing
★ relational bonds
★ experience goods
★ search goods
★ customer loyalty

論文目次

中文摘要 I
Abstract II
誌謝辭 III
目錄 IV
表目錄 VI
圖目錄 VII
一、緒論 1
1-1 研究背景與動機 1
1-2 研究目的與問題 2
1-3 研究流程 3
二、文獻探討 5
2-1 關係行銷 5
2-1-1 關係行銷的定義 5
2-1-2 關係行銷的利益 7
2-1-3 關係行銷的層級 7
2-2 相關理論模型 9
2-2-1 計畫行為理論（Theory of Planned Behavior, TPB） 9
2-2-2 承諾--信任理論模型 10
2-3 關係連結（relational bonds） 11
2-3-1 財務連結（financial bonds） 12
2-3-2 社會連結（social bonds） 13
2-3-3 結構連結（structural bonds） 13
2-4 滿意度、信任、及關係承諾 14
2-4-1 滿意度（satisfaction） 15
2-4-2 信任（trust） 17
2-4-3 關係承諾（relationship commitment） 18
2-5 顧客忠誠度 20
2-5-1 顧客忠誠度的定義 20
2-5-2 顧客忠誠度的衡量 22
2-6 商品類型分類 23
三、研究方法 25
3-1 研究模型 25
3-2 研究假說 27
3-3 研究設計 31
3-3-1 研究商品選擇 31
3-3-2 問卷設計 32
3-3-3 資料收集 41
3-3-4 資料分析方法 41
四、資料分析 42
4-1 樣本基本資料分析 42
4-2 問卷量表之信度與效度檢測 45
4-2-1 收斂效度分析 46
4-2-2 區別效度分析 49
4-2-3 信度（reliability）分析 50
4-3 假說檢定 51
4-3-1 結構方程模型架構 51
4-3-2 模型配適度（model fit）檢測 52
4-3-3 假說檢定 54
4-4 探索性分析 63
4-5 資料分析小結 66
五、結論與建議 68
5-1 研究結論 68
5-1-1 「財務連結」對「持續性承諾」的影響 68
5-1-2 「結構連結」對「持續性承諾」的影響 69
5-1-3 「社會連結」對「顧客滿意度」的影響 69
5-1-4 「顧客滿意度」對「信任」的影響 70
5-1-5 「信任」對「情感性承諾」的影響 70
5-1-6 「情感性承諾」對「再購買意圖」的影響 71
5-1-7 「持續性承諾」對「再購買意圖」的影響 71
5-2 管理意涵 72
5-2-1 對於搜尋性商品網路商店的建議 72
5-2-2 對於經驗性商品網路商店的建議 75
5-2-3 管理意涵小結 78
5-3 研究限制 79
5-3-1 受測樣本的限制 79
5-3-2 商品之代表性不足 79
5-4 未來研究建議 80
5-4-1 增加信任性商品類型進行比較 80
5-4-2 增加顧客忠誠度的衡量構念 80
5-4-3 增加其他影響關係承諾之因素 80
參考文獻 81
附錄一、正式問卷 88

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指導教授

宋鎧(kai Sung)

審核日期

2007-7-13

推文