| 摘要: | 在當今快速變動的市場環境中，電話行銷仍是企業直接行銷（direct marketing）策略中的關鍵管道之一。根據 Kotler 等人（2008）所述，電話行銷透過語音通訊與潛在顧客建立直接聯繫，不僅提供個人化的對話管道，也能即時回應客戶需求。儘管數位通路日益盛行，對於高度仰賴解說與互動的產品類別（如金融、保險等），電話行銷仍具備不可取代的溝通優勢。在此背景下，了解電話行銷過程中哪些因素有助於提升消費者的再購意圖（repurchase intention），成為一項具學術與實務價值的研究議題。過去研究多著重於電子商務或實體服務中的再購行為，例如 Van et al.（2022）發現線上顧客體驗、信任與滿意度對再購意圖具有正向影響；Wedatama（2019）則指出，業務人員的誠信行為能提升顧客信任與滿意度，進而強化忠誠與重複購買行為。然而，針對電話行銷特定情境下的再購意圖形成歷程，目前仍缺乏系統性探討。有鑑於此，本研究以 AIDA 模型為理論主軸，針對電話行銷互動過程中各構面對再購意圖的影響進行分析與歸納。AIDA 模型至今仍廣泛應用於行銷與廣告領域，用以描述消費者面對行銷刺激時的心理歷程，包括「引起注意（Attention）」、「激發興趣（Interest）」、「產生慾望（Desire）」與「促進行動（Action）」四個階段。本研究將 AIDA 架構應用於電話行銷脈絡，期望釐清各階段中影響再購意圖的關鍵要素。研究動機在於：當消費市場日趨飽和、顧客選擇愈趨多元之際，企業必須更加精準掌握影響再購的重要因素，以提升整體行銷效益與顧客回應率。本研究目的如下：（1）探討電話行銷互動中，哪些構面（如促銷折扣、通路便利性、產品說明、競品比較等）與消費者再購意圖具有關聯性；（2）根據質性資料分析結果，建構一個初步的再購意圖影響模型，為未來量化研究提供依據。本研究採用質性研究方法，透過電話訪談蒐集深度資料，並輔以 NVivo 軟體進行系統化編碼與分析，歸納出主要構面與理論脈絡。;In today’s rapidly changing market environment, telemarketing remains one of the key channels in enterprises’ direct marketing strategies. According to Kotler et al. (2008), telemarketing establishes direct contact with potential customers through voice communication, offering not only a personalized channel for dialogue but also enabling immediate responses to customer needs. Despite the increasing prevalence of digital channels, telemarketing retains irreplaceable advantages in communication, especially for product categories that rely heavily on explanation and interaction, such as financial and insurance services. Against this backdrop, identifying the factors within telemarketing processes that contribute to enhancing consumers repurchase intention has become a research topic of both academic and practical value. Previous studies have mostly focused on repurchase behavior in e-commerce or physical service contexts. For example, Van et al. (2022) found that online customer experience, trust, and satisfaction have a positive impact on repurchase intention; Wedatama (2019) indicated that the integrity of sales personnel can enhance customer trust and satisfaction, thereby strengthening loyalty and repeated purchase behavior. However, there is still a lack of systematic investigation into the formation process of repurchase intention in the specific context of telemarketing. In light of this, the present study adopts the AIDA model as its theoretical framework to analyze and summarize the impact of various dimensions in the telemarketing interaction process on repurchase intention. The AIDA model remains widely applied in the fields of marketing and advertising and is used to describe the psychological process consumers undergo when exposed to marketing stimuli. It comprises four stages: Attention, Interest, Desire, and Action. This study applies the AIDA framework to the telemarketing context in order to clarify the key factors within each stage that influence repurchase intention. The motivation behind this research lies in the increasing saturation of consumer markets and the growing diversity of customer choices, which necessitate that
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companies more precisely identify the critical factors that influence repurchase behavior, thereby improving overall marketing effectiveness and customer response rates.
The specific objectives of this study are as follows:(1) To explore which dimensions of telemarketing interaction, such as promotional discounts, channel convenience, product explanation, and competitive product comparison, are associated with consumers repurchase intentions;(2) To construct a preliminary model of factors influencing repurchase intention based on qualitative data analysis, providing a foundation for future quantitative research. This study adopts a qualitative research methodology, collecting in-depth data through telephone interviews and using NVivo software for systematic coding and analysis, in order to extract key dimensions and establish theoretical linkages. |
