Understanding the Antecedents of Repurchase Intentions

再購意願之前置變數探討

蔡顯童(Hsien-Tung Tsai) ； 黃恆獎(Heng-Chiang Huang)

《台灣管理學刊》 6卷2期 (2006/08) Pp. 63-80

https://doi.org/10.6295/TAMJ.2006.0602.04

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。

關鍵字

再購意願 ； 可預期的價值分享 ； 滿意度 ； 移轉障礙

並列摘要

Although academics and business practitioners are now paying more attention to the determinants of customer retention, the focus thus far has been on evaluation of customers' previous purchasing experiences with a firm and the perceived costs associated with leaving the provider. In this paper, the authors draw on consumer behavior literature to propose a concept that incorporates expected value sharing, which focuses on the future rather than evaluation of a provider's past performance. The study highlights the critical roles played by three drivers, namely, future value sharing, switching barriers, and customer satisfaction. To test the proposed hypotheses, the authors use a structural equation modeling approach based on data obtained from a music foundation in Taiwan. In general, the empirical findings support the theoretical model. Furthermore, the results suggest that the potential consequences of perceived quality can be categorized as anticipation-based, constraint-based, or desire-based attachments. The authors conclude the paper with a discussion of the implications of their findings and future research directions.

並列關鍵字

Customer retention ； customer satisfaction ； future value sharing ； switching barriers

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