顧客動機對關係維繫之影響

了解顧客為何與廠商（供應者）維持關係在關係行銷領域一直是關鍵的議題，本研究的目的係探討影響顧客關係維繫之動機，並以結構方程模式來驗證研究架構內各潛在變數間的因果關係。研究結果發現B2C與B2B兩種關係歷程的顧客關係維繫皆受兩種動機所影響，包括歸屬動機（顧客想要維繫關係）與限制動機（顧客必須維繫關係）。在B2C關係歷程中，關係特定投資、社會束縛與互動頻率會使顧客產生依賴感（限制動機），而社會束縛與互動頻率會使顧客產生信任感（歸屬動機）；在B2B關係歷程中，顧客（關係特定投資、社會束縛）與互動（互動頻率、終止成本）二因素都會影響兩種關係維繫動機。

關鍵字

顧客動機；歸屬動機；限制動機；關係維繫

並列摘要

Understanding why customers are receptive to relationships with providers is a key issue in relationship marketing. The purpose of this study is to examine the motivations that influence the customers' relationship maintenance and test the casual effects between latent variables by structural equation modeling (SEM). The study finds customers in B2C or B2B contexts may maintain relationships either because of dedication (they ”want to” stay in the relationship) or because of constraints (they ”have to” stay in the relationship). In B2C contexts, customer relationship specific investment (RSI), social bonding and interaction frequency affect customers' dependence and social bonding and interaction frequency affect the customers' trust. In B2B contexts, customer and interaction variables affect the dual customers' relationship motivation.

並列關鍵字

Customer's Motivation ； Constraint ； Dedication ； Relationship Maintenance

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