消費承諾與慣性的前因與其對顧客忠誠度的影響-以白蘭氏雞精為例

The Antecedents of Consumer Commitment and Inertia and Their Impact on Loyalty – Using “BRAND’S Essence of Chicken” as an Example

黃志正(Chih-Cheng Huang)

指導教授 ： 黃恆獎

國立臺灣大學/管理學院/國際企業學研究所/碩士(2009年)

https://doi.org/10.6342/NTU.2009.01151

摘要

顧客對產品的消費慣性通常被認為源自於習慣性購買行為，而慣性消費的顧客對產品的涉入程度通常較低且對於其他供應商的資訊搜尋也較不積極。本研究以馬來西亞商-白蘭氏雞精的消費者為例，來驗證消費承諾與慣性對顧客行為忠誠的效果。此外，本研究也探討三構面承諾的前因及交叉購買驅動力來發展其與消費慣性的關聯。

對於企業而言，留存既有消費者不但能增加顧客對原產品的再購意願，並且在新顧客的開發過程中，透過舊有顧客對產品的正向評價也將使企業較容易成功爭取顧客及有效降低成本，當然，對銷售量及獲利也會有正向影響。就健康食品業而言，如何留住習慣性消費的顧客更是一項重要的關鍵，也就是說，對產品具有忠誠的顧客將悠關企業未來的生存發展與永續經營。

本研究欲探討消費承諾與慣性的前因與其對顧客忠誠度的影響，利用納入與消費慣性相關的顧客承諾三構面模型(規範性承諾、持續性承諾、情感性承諾)及其各自前因與交叉購買的概念，來衡量與影響顧客忠誠度的三個行為忠誠指標：產品再購意願（關係長度）、增加產品使用量（關係深度）、相關產品的交叉購買意願（關係廣度）。本研究也利用結構關係模式來檢驗本研究模型，而資料來源為225名白蘭氏雞精使用者。研究結果發現：三個承諾構面的前因與各自類別的承諾構面都有顯著效果。且「相關產品交叉購買驅動力」正向影響「產品交叉購買意願」，而「交叉購買驅動力」包括中參與交叉銷售產品的廣度、產品之間是否有形象衝突、產品價格是否具合理性、互補性、以及產品是否客製化。「規範性承諾」並未提高「消費慣性」，但「連續性承諾」與「情感性承諾」顯著正向影響「消費慣性」。最後「消費慣性」對忠誠度行為指標中的「再購意願」與「增加產品使用量」具有正向的增強效果。

關鍵字

消費慣性 ； 轉換成本 ； 顧客承諾 ； 交叉購買 ； 消費者行為忠誠 ； 線性結構關係模式

並列摘要

Consumer inertia is usually derived from habitual buying behavior. Inertial customers are usually show low involvement interest and decrease their research in product information. To achieve our goal, the product of “BRAND’S Essence of Chicken” is chosen as an example for our detail analysis to draw up the relationship between consumer inertia and consumer behavioral loyalty. Moreover, in order to develop the relationship derived from inertia, our study also research the interaction between three components of customer commitment related to inertia and their respective antecedents. As far as health food industry is concerned, keeping old customers does not only increase their repurchase intention, but also attract new customer through their positive word-of-mouth effect. So how to keep loyal customers is important for health food companies and it will be the key in their future development.

Our study intends to explore the antecedents of consumer commitment and inertia and their impact on loyalty. We incorporate three components of customer commitment related to consumer inertia (normative commitment, continuance commitment, affective commitment) and cross-buying drivers into our model ,and then link consumer inertia with three behavioral loyalty measures: repurchase intention (relationship length), increased usage (relationship depth), and cross-buying intention (relationship breadth). Structural equation modeling is used to test the model based on the data of 225 “BRAND’S Essence of Chicken” users’ samples. The result shows the links between three components of customer commitment related to comsumer inertia and their respective antecedents. Cross-buying drivers (“the extent or varieties of BRAND’S Products”, “the extent of image conflicts”, “payment equity”, “complementarity” and “customization” in BRAND’S Products) positively influence cross-buying intention. The result also shows significant links between two components of commitment (continuance commitment and affective commitment) and consumer inertia. Finally, consumer inertia positively influences repurchase intention an increased usage to BRAND’S Essence of Chicken.

並列關鍵字

Customer inertia ； Switching Cost ； Customer Commitment ； Cross-buying ； Behavioral Loyalty ； Structural Equation Modeling

參考文獻

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