關係行銷戰術對網路口碑之影響-以關係品質為中介變數

過往許多研究在探討關係行銷戰術與關係品質、關係品質與網路口碑兩兩之間是否會互相影響以及其因果關係，本研究根據過往研究彙整，將關係行銷戰術、關係品質與網路口碑當作研究變數，主要分析關係行銷戰術對於網路口碑之影響並且加入關係品質來當作中介變數，而關係行銷戰術依照過去學者分類將其分為：直接信函、有形酬償與優惠待遇三類，來分析其是否對於網路口碑（正面口碑、負面口碑和口碑數量）與關係品質（承諾、信任與滿意度）具顯著影響作用，接續分析關係品質對於網路口碑是否具有顯著影響效果，最後則利用中介檢測來判斷中介變數關係品質在前述兩變數間是否具有中介效果。本次研究為實驗設計，透過實驗設計將關係行銷戰術程度分為高、中和低三種程度，並且藉由問卷調查之方式來加以量化，以衡量網路口碑與關係品質，總計回收210有效問卷，研究結果證明購物網實施不同程度之關係行銷戰術對於正面口碑和口碑數量以及關係品質各構面有顯著影響，而關係品質對於網路口碑中之正面口碑和口碑數量也有顯著影響，另外在進行中介效果顯著性檢測時發現關係品質各構面在關係行銷戰術與正面口碑和口碑數量間具有中介效果。此表示消費者知覺的不同程度的關係行銷戰術所產生的正面口碑與口碑數量，會受到與購物網之間的關係影響呈現正向的顯著影響，研究最後也點出幾本次研究的限制與建議，以供後續研究發展。

關鍵字

關係行銷戰術；關係品質；網路口碑

並列摘要

In the past many studies to investigate the relationship marketing tactics and relationship quality, relationship quality and word of mouth what will affect each other and their causal relationship. This study compiled based on past research, the relationship marketing tactics, relationship quality and electronic word of mouth when variable for research, the main analysis of relationship marketing tactics and the impact of electronic word of mouth to join the relationship quality as mediator variables, and relationship marketing tactics in accordance with past scholars were divided into categories: direct mail, tangible rewards and preferential treatment, to analyze whether the electronic word of mouth (positive word of mouth, negative word of mouth and volume of word of mouth) and relationship quality (commitment, trust and satisfaction) have a significant impact on the role of relationship quality for the network connecting it with a significant effects, finally test to determine the use of mediator variables of relationship quality in the foregoing whether the two variables mediating effect. The experimental design of this study, through experimental design to the extent of relationship marketing tactics into high, medium and low three levels, and by way of a questionnaire survey to measure network relationship quality reputation and a total recovery of 210 valid questionnaires, the results show Shopping Network of different degrees of relationship marketing tactics for the number of positive word of mouth and word of mouth, and the dimensions of relationship quality have a significant impact, and relationship quality reputation in the Internet the number of positive word of mouth and word of mouth also has a significant impact, while intermediate effects were detected during found that the dimensions of relationship quality in the relationship marketing tactics and the number of positive word of mouth and word of mouth between the mediating effect. This indicated that consumers perceived different degrees of relationship marketing tactics generated by the number of positive word of mouth and word of mouth, and the shopping network will be the relationship between the impact showed a significant positive effect, researchers also point out the last few limitations of this study and recommendations for follow-up research and development.

並列關鍵字

Relationship Marketing Tactics ； Relationship Quality ； e-WOM

參考文獻

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關係行銷戰術對網路口碑之影響-以關係品質為中介變數

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