產品創新、說服溝通及知覺利益對再購意願之影響─以購車為例

The Effects of Product Innovation, Persuasive Communication and Perceived Benefits on Repurchase Intention: Taking Car Buying as an Example

陳欽雨(Chin-Yeu Chen) ； 張書豪(Shu-Hao Chang) ； 雷菀甯(Wan-Ning Lei)

《創新與管理》 10卷4期 (2014/02) Pp. 27-66

摘要

汽車產品是一項高單價、高互動、高品牌忠誠度的耐久性消費品，它除了基本功能必須能滿足顧客需求外，所提供的附加價值與服務亦為顧客追求的利益。本文從企業層面的產品創新及行銷技術角度，以及顧客層面的知覺利益角度，來探討產品創新、說服溝通及知覺利益對汽車再購意願之影響關係。此研究以曾經擁有自用小客車經驗之消費者為研究對象，採用問卷調查方式蒐集617份有效問卷，並利用多元迴歸分析檢定各研究假說。研究結果發現：產品創新、說服溝通及顧客知覺利益等三者，均對顧客之再購意願呈現顯著的正向影響，且顧客知覺利益在產品創新對再購意願間具有完全中介效果，意謂著產品創新對再購意願的影響，可直接透過提升顧客知覺利益來逹成。因此，提升汽車產品功能及品質，維持與客戶良好的互動關係，以及增強顧客對產品之利益知覺，均有助於強化顧客之再購行為。最後，本研究並提出實務建議以供汽車銷售業者規劃行銷策略之參考。

關鍵字

產品創新 ； 說服溝通 ； 知覺利益 ； 再購意願

並列摘要

Automobile is a long durable product with high price, intensive interaction, and high brand loyalty of customers. Hence, the additional function and postsale service of the automobile products significantly benefit customers. This research intends to explore the factors affecting customer's repurchasing behavior for automobile products from the perspectives of product innovation, marketing techniques, and customer's perception. The study chooses car users as samples and 617 valid samples are collected. The method of multiple regression analysis is adopted to test the proposed hypotheses. The results indicate that the variables of product innovation, persuasive communication, customer's perceived benefits can positively affect customer's repurchase intentions. Besides, customer's perceived benefits can fully mediate the relationship between product innovation and customer's repurchase intensions. It is implied that automobile firms should enhance the function and quality of automobile products, keep a good interactive relation with customers, and strengthen customer's perceived benefits if they want to facilitate consumer's repurchasing behaviors. Finally, the study proposes some suggestions for practitioners as a reference for planning their marketing strategies.

並列關鍵字

product innovation ； persuasive communication ； perceived benefit ； repurchase intention