關係利益對再購意願之影響-感激、關係承諾之中介效果

The Influence of Relationship Benefits on Repurchase Intention:Feelings of Gratitude and Relationship Commitment as Mediators

林倩萍(Chien-Ping Lin)

指導教授 ： 周世玉

國立臺灣師範大學/管理學院/國際事務與全球戰略研究所/碩士(2012年)

摘要

本研究主要探討在競爭白熱化的服務業中，業者在既定服務下該如何突破重圍，制定有別競爭者的策略，以吸引且留住顧客。藉由檢視顧客所感受到的關係利益，透過感激與關係承諾的中介效果，進而促進再購意願，本研究著重於顧客確實感受到的利益為何，並且透過心理層面的感激情感面與關係承諾的兩個中介變數，影響顧客的再購意願。本研究透過討論顧客實際感受到的關係利益，會讓顧客回饋給企業，並且願意維持關係，進一步提出避免組織資源浪費並做改善制定，以讓企業了解所投入的資源達有效配置。
本研究以一般消費者為對象，以驗證所建構的研究模型。問卷共回收290份問卷，有效問卷共計253份。信、效度方面，所有變數均達一致與有效程度，在模型方面，所建構模型具一定的配適度。
透過結構方程式與迴歸分析方式進行實證分析，研究結果發現，顧客感受到的關係利益會對感激與關係承諾有正向影響，而感激與關係承諾皆與再購意願有正向影響；顧客感受的信心利益對於再購意願的總間接效果最大，其次為社會利益；加入感激情感的Morgan and Hunt(1994)延伸模型，對於再購意願的解釋力獲得提高。

關鍵字

關係利益 ； 感激 ； 再購意願

並列摘要

The goal of this study is to investigate how services established differentiation strategy to improve competitive advantage and developed strategic to attract and retain customers. To survey the benefits customers perceive generate the customer feelings of gratitude and relationship commitment, and then promote customer’s repurchase intention. The purpose of this study is explored psychological aspect, for example, gratitude and relationship commitment. In addition, the mediation effect of gratitude and relationship commitment between relationship benefits and repurchase intention are also explored. In the research, further addressed to avoid the waste of organization resources and improve development, in order to allocate the resources efficacy.
To test against the proposed research model, the questionnaires were collected 290 253 are effective. The result from the analysis on the reliability and validity of the questionnaire showed that all research variables are valid and consistent.
The SEM program and regression analysis results showed that the benefits customer perception have a positive impact feelings of gratitude and relationship commitment, and then influence customer’s repurchase intention. Confidence benefit has the largest indirect effect, followed by social benefit. Finally, the extended model of Morgan and Hunt (1994) which add feelings of gratitude can be increased explanatory power.

並列關鍵字

Relationship Benefits ； Gratitude ； Repurchase Intention

參考文獻

1.Aaker, D. A. (1992). The Value of Brand Equity. The Journal of Business Strategy, 13(4), pp. 27-32.

2.Adamson, I., and Handford, D. (2003). Relationship Marketing: Customer Commitment and Trust as a Strategy for the Smaller Hong Kong Corporate Banking Sector. The International Journal of Bank Marketing, 21(6), pp. 347-358.

3.Ames D. R., Flynn F. J., and Weber E. U. (2004). It’s the Thought that Counts: On Perceiving How Helpers Decide to Lend a Hand. Personality and Social Psychology Bulletin, 30(4), pp. 461-474.

4.Anderson, J. C., and Gerbing, D. W. (1988). Structural Equation Modeling in practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), pp. 411-423.

5.Aurier, P., and Ngoala, G. (2010). The Differing and Mediating Roles of Trust and Relationship Commitment in Service Relationship Maintenance and Development. Academy of Marketing Science.Journal, 38(3), pp. 303-325.