- 學位論文
新產品購買決策之探討：雙元認同機制的觀點
Investigating Buyers' New Product Purchasing Decisions: A Dual Identification Perspective
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摘要
每一項新產品的誕生都刻劃著人類走向文明的軌跡。在B2B激烈的競爭市場中，如何能讓客戶對新產品產生購買意圖進而有購買行為，是企業長期競爭優勢的來源。因此，如何影響客戶新產品的購買決策，在B2B商業環境中是值得重視的一個議題。本研究探究客戶的認同感對客戶購買意圖的影響，建構客戶對公司與銷售人員關係發展過程為主軸之雙元模型，也進一步探討此模型的前置因素、中介機制與相關額外分析。 在實證研究過程中，共動員九位銷售人員為期三個半月的時間，親訪全省餐飲業客戶做雙問卷的施測，一份係關於新產品特性，另一份關於業務人員服務的特性。共發出369份雙問卷，總計回收有效問卷313份，回收率84.8％。本研究採用SMART PLS 2.0軟體來進行分析，檢驗本研究所提出的6個假設，包括路徑分析、區別效度、二階因素分析、中介效果檢定和分群分析。 本研究結果顯示，客戶在產生新產品購買意圖時，會同時受到兩層次的認同感所影響，其包含客戶對公司產品及對銷售人員的認同；另外，本研究亦發現這兩種客戶的認同，存在「反饋的現象」。在更進一步的新舊客戶分析上，則發現了「時間軸的轉變現象」。換言之，在新舊客戶的雙元認同感中，原本存在著極大差異。新客戶隨著時間之推移，逐漸而成為舊客戶時，其購買決策模式和認同「反饋效果」也就跟著轉變。文末，除了深化過去B2B市場新產品購買決策學理外，亦根據本研究結果進行理論及實務意涵的討論，並對未來研究提出建議。
並列摘要
Each new product describes the path of human civilization. In the highly competitive market, how to make customers to generate purchasing intention and behavior of the new products is the source of long-term competitive advantage of enterprises. Therefore, how to influence the purchasing intention of new products is a critical issue in the B2B business environment. This study investigates the influence of customer identification to customer purchase intention, and constructs the dual model of process of the relationship between the company and the salespersons. Further discuss the antecedents of this model, the mediation and the associated additional analysis in this study. In the process of empirical study, nine salespersons visited restaurant industry to do a double-questionnaire survey in Taiwan for a period of 3 and a half months; A total of 369 dual questionnaires were issued, and collected 313 valid questionnaires, and the recovery rate was 84.8%. Smart PLS 2.0 was used for six hypotheses, Path analysis, Discriminant validity, Second-order confirmatory factor analysis, Testing mediating effect, Cluster analysis in this study. The results showed that two types of identifications (Customer-Company C-C; Customer-salesperson C-S) play critical roles in customers' purchasing decision-making processes regarding new products; Most importantly , there is reciprocal phenomenon between C-C identification and C-S identification. This study found “ A Transformation of Timeline” in the further reach of Cluster analysis of new and old customers. In other words, there is a great difference of the dual identification between the old and new customers at the beginning, but new customers' performance change to old customers' performance due to the passage of time.
參考文獻
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