應用PPM理論探討高級進口車顧客之轉換意圖

A Study on Brand Switching Intention of Luxury Car Owners Based on the Push-Pull-Mooring Theory

賴明政(Ming-Cheng Lai) ； 周孟穎(Meng-Ying Chou)

《行銷評論》 14卷3期 (2017/09) Pp. 263-291

摘要

近年來，國內高級進口車市場成長迅速，面對市場的激戰，各家汽車業者為了提高市佔率，勢必要爭取其他競爭品牌的顧客轉移購買自家的產品，並盡可能延緩或阻隔既有顧客的離去。因此，對汽車業者來說，了解顧客之轉換意圖是一項重要的議題。本研究延伸應用人口遷徙理論中的「推力－拉力－鎖住力模型」，以解釋影響顧客轉換或駐留於高級進口車品牌的決定因素。問卷調查回收951位車主資料，以結構方程模式檢測假說。研究結果發現，拉力、鎖住力對轉換意圖皆具有顯著影響，此外，鎖住力對推力及拉力與轉換意圖間的關聯性，皆具有顯著的調節作用。建議業者應主動塑造品牌差異吸引力及運用同儕力量並營造新的慾望來吸引顧客轉換，同時，透過強化品牌形象以及增加顧客的慣性，進而抑制阻隔顧客之轉換意圖。

關鍵字

推力－拉力－鎖住力模型 ； 人口遷徙理論 ； 轉換意圖 ； 高級進口車

並列摘要

The luxury car market in Taiwan has been growing rapidly during past years, while the competition among luxury car brands has become fierce. Consumers' switching behavior has a tremendous impact on these brands. Thus, it is important for luxury car brands to retain their current customers as well as to attract new customers. The study extends ＂Push-Pull-Mooring＂ migratory theory, explaining and analyzing the factors that influence the consumers' decision to whether switch to another brand or stay with the original one. The study applies structural equation modeling to test the hypothesis and the data was collected from 951 current owners of luxury car through questionnaire survey. The result shows that the PPM model can be employed to explain and predict the user's switching intention of luxury car, and both pull and mooring variable have significant effects on switching intention. The moderating effects of mooring on the relationship between its antecedents. The findings in the study are believed to increase our understanding of car industry regarding how to maintain current customers and build new users' loyalty, as well as making contributions to both academic research and business practice.

並列關鍵字

Push-Pull-Mooring (PPM) model ； human migration theory ； switching intention ； luxury car

參考文獻

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楊忠民、彭國芳()。