顧客參與之干涉行為對口碑傳播意願之影響

服務業跟隨著知識經濟的發展及產業結構的改變而蓬勃發展，服務傳遞的過程中所重視的不再只是公司提供的產品或服務而已，也非常重視顧客參與來增加與企業接觸時，因而能感受到更高的價值。研究顯示，口碑所提供的相關資訊價值以及其對消費者決策之影響，超越了企業所提供的廣告訊息，因此企業如要提升競爭力，對於消費者之口碑傳播應列為首要課題。所以企業未來對於有參與意願之顧客，除了維持甚至更應重視其參與的程度。本研究之目的在探討企業透過顧客參與機制中之干涉行為是否能負向影響消費者的口碑傳播意願。本研究之對象以餐飲業之消費者為之，配合結構式問卷以蒐集資料。共計發出600份問卷，回收共562份，回收率為94%，其中有效問卷500份，回收有效率為83%。本研究結果顯示，顧客參與之干涉行為對口碑傳播呈顯著負相關，支持本研究之假說。並根據本研究結果探討理論與實務之相關意涵。

關鍵字

顧客參與；顧客參與之干涉行為；口碑傳播

並列摘要

Since the production percentage of services in gross national production has been increasing, the importance of word-of-mouth on enterprises' competitive advantage increases. The purpose of this study is to investigate the relationship between intervention behavior in the process of customer participation. Customer participation has been a widely accepted marketing paradigm among scholars and practitioners. The wide-spread consumerism has led to the fact that customers want not only the products or service offered by the firm, but also the perceived relationship during service encounter. This study distributed structured questionnaires to customers in food and beverage industry. 600 questionnaires were distributed. 500 valid questionnaires were returned. The valid response rate is 83%. The research results show that the intervention behavior in customer participation is negatively related to word-of-mouth, which supports our research hypothesis. Theoretical and practical implications are discussed.