影響薄型電視消費群顧客自發行爲之研究

The Study of Affection to Customer Voluntary Performance by LCD/Plasma TV Consumers in Taiwan

池文海(Wen-Hai Chih) ； 張書豪(Shu-Hao Chang) ； 周威呈(Wei-Chun Chou)

《品質學報》 18卷3期 (2011/06) Pp. 227-243

摘要

本研究在檢測薄型電視服務品質、品牌權益、知覺風險、關係品質、顧客認知價值，對顧客自發行爲之影響力，經由941個消費者並採用結構方程模式從事驗證，結果得知顧客認知價值對顧客自發行爲的總影響效果最高，其次爲服務品質與品牌權益。此外，服務品質、品牌權益會透過知覺風險、顧客認知價值影響顧客自發行爲。研究顯示在薄型電視銷售業中透過廣告行銷手法建立品牌權益，並提升顧客認知價值、服務品質以引導顧客自發行爲有其必要性。本研究試圖發掘消費者自發性忠誠、合作與參與行爲之影響因素，以提供薄型電視業者在實務上的參考依據，並幫助制定有效之營運策略。

關鍵字

服務品質 ； 品牌權益 ； 知覺風險 ； 顧客認知價值 ； 顧客自發行爲

並列摘要

This research studies the influence of LCD/plasma TV corporations' service quality, brand equity, perceived risk, relationship quality, customer perceived value on customer voluntary performance. This study investigates 941 consumers and adopts Structural Equation Modeling (SEM) to test proposed model. The results indicate that customer perceived value has the most significant total effect on customer voluntary performance, and the next most significant affecting factors are service quality and brand equity. Besides, both service quality and brand equity affect customer voluntary performance through perceived risk and customer perceived value. The study shows that it's necessary to adopt advertisement tactics to build brand equity, and enhance consumer perceived value and service quality to bring customer voluntary performance. This study attempts to find out the influence factors on consumers' voluntary loyalty, cooperation and participation behavior to provide the LCD/plasma TV corporations some practical suggestions to make effective strategies.

並列關鍵字

service quality ； brand equity ； perceived risk ； customer perceived value ； customer voluntary performance

參考文獻

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