金融業關係行銷及創新服務對購買意願之影響－以產品知識為調節變項

The Effects of Relationship Marketing and Innovative Service on Purchase Intensions in Financial and Banking Industry: Using Product Knowledge as Moderator

陳欽雨(Chin-Yeu Chen) ； 張宏源(Horng-Yan Chang) ； 鍾惠婷(Hui-Ting Chung)

《管理實務與理論研究》 10卷1期 (2016/03) Pp. 39-65

https://doi.org/10.29916/JMPP.201603_10(1).0003

摘要

影響消費者購買金融產品之因素頗為複雜，諸如消費者與銷售人員之互動關係、金融業者提供的創新服務、以及消費者本身的商品知識等，均會影響購買意願，故本研究欲探討關係行銷、創新服務與消費者產品知識對顧客購買意願之關連影響關係。研究採用問卷調查法，以大臺北地區金融機構之顧客為研究對象，採用便利抽樣方式回收683份有效問卷，再運用階層迴歸分析方式驗證驗證業者採行關係行銷與創新服務對購買意願之影響，並進一步瞭解消費者產品知識之調節效果。研究結果發現：金融業施行關係行銷、提供創新服務及消費者之產品知識程度，均對顧客購買金融商品意願具有顯著正向影響；其中，關係行銷中以財務性結合的影響程度最高，而創新服務中則以企業客製化服務的影響程度最高。此外，消費者之產品知識具有調節效果，增進消費者產品知識可以強化創新服務對購買意願之影響關係。此研究結果可擴展關係行銷和服務創新理論基礎，並提供金融業者擬定行銷方案及產品發展策略之參考。

關鍵字

關係行銷 ； 創新服務 ； 購買意願 ； 產品知識

並列摘要

The factors affecting consumers to purchase financial commodity are quite complicated. For instance, the factors of the interactive relationship between consumers and sellers, the innovative services offered by practitioners, and consumers’ product knowledge all can affect the consumers’ intentions for buying financial commodity. Hence, the aims of current study are to investigate the interrelated relationships among relationship marketing, innovative service, consumer product knowledge, and customers’ purchase intentions, as well as to understand the moderating effect of consumers’ product knowledge. The study selected financial product’s consumers who lived in Taipei Metropolis as subjects. A questionnaire survey was conducted by using convenient sampling process, where 683 effective samples were collected. The study performed hierarchical regression analysis to verify the proposed hypotheses. The results indicate that the degrees of relationship marketing and innovative service implemented by banks, as well as consumers’ product knowledge can positive significantly affect customers’ purchase intensions. Among these, the effects of added-service and customerized service on purchase intentions are most significant. Besides, consumers’ product knowledge can moderate the effect of innovative service on purchase intentions. The findings not only can expand the theories of relationship marketing and service innovation, but also can serve as a reference to designing marketing alternative and product development strategies for practitioners.

並列關鍵字

relationship marketing ； innovative service ； purchase intentions ； product knowledge

參考文獻

何雍慶、莊世杰、黃柏棟(2012)。服務創新的程度會影響購買意願嗎？。全球商業經營管理學報。4，37-52。

林南宏、王文正、邱聖媛、鍾怡君(2007)。產品知識及品牌形象對購買意願的影響－產品類別的干擾效果。行銷評論。4(4)，481-504。

林家五、林美慧、林裘緒(2006)。影響消費者手機知識的前導因素與後續影響。東吳經濟商學學報。52，27-57。

胡天鐘、簡秋婷(2011)。產品知識、產品通路影響消費者態度及購買意願之研究－以中草藥保健食品暨科學中藥為例。聯大學報。8(1)，201-224。

胡智欽(2011)。關係行銷、顧客知覺價值與顧客再購買意願的關聯性之研究。長榮大學高階管理碩士在職專班。