大量客製化對顧客價值與顧客忠誠度的影響─以品牌形象為干擾變數

THE IMPACTS OF MASS CUSTOMIZATION ON CUSTOMER VALUE AND CUSTOMER LOYALTY —BRAND IMAGE AS A MODERATOR

邱毓阡(Yu-chian Chiou)

指導教授 ： 葉焜煌

大同大學/經營設計學院/事業經營學系所/碩士(2009年)

摘要

自Davis (1987)提出大量客製化的概念之後，大量客製化發展因為不確定顧客對於大量客製產品的需求多寡，在實務的執行受到限制。近十年來，經濟社會快速的變遷，個人化的產品設計與包裝交貨等客製需求逐漸增加，大量客製化期望能讓顧客以標準產品的價格，滿足其客製化的需求。
O’Connor and Davidson (1985)提出價值源自人的需求系統，所以一項符合個人需求的產品可能會被知覺出更高的價值，進而提升顧客對該公司的忠誠度。Bruhn and Grund (2000)認為在競爭愈來愈激烈的企業環境中，既有產業的公司策略已將焦點從吸引新顧客轉移到提升顧客的忠誠度。因此，公司為了生存，提高顧客價值與顧客忠誠度是最重要的。此外，在同一產業中，若廠商所提供的商品相似時，品牌形象可能是消費者購買決策的重要指標。因此，本研究除了探討大量客製化對顧客價值與顧客忠誠度的影響之外，也探討顧客價值對顧客忠誠度的影響並加入品牌形象作為干擾變數，以瞭解品牌形象對大量客製化、顧客價值與顧客忠誠度三者關係的干擾效果。
本研究以大台北地區曾購買品牌電腦之消費者作為研究對象，以便利抽樣發出350份問卷，進行資料收集，共回收268份有效問卷。實證資料以AMOS 6.0軟體進行結構方程建模；並利用階層迴歸分析，探討品牌形象的干擾效果。研究結果顯示，大量客製化對顧客價值具有正向顯著影響，而顧客價值對顧客忠誠度也具有正向顯著影響，但是大量客製化對顧客忠誠度的直接影響並不顯著。品牌形象對於大量客製化與顧客價值關係、顧客價值對顧客忠誠度關係具有干擾效果，可是對於大量客製化與顧客忠誠度關係並不具有干擾效果。最後，顧客價值對大量客製化與顧客忠誠度關係具有中介效果。

關鍵字

大量客製化 ； 顧客價值 ； 顧客忠誠度 ； 品牌形象

並列摘要

Since the concept of mass customization was first proposed by Davis in 1987, the development of mass customization in practice was limited to customer uncertain needs for customized products. For the past ten years, because economic and social environment changes rapidly, the demands of individualized products and services are increasing. Mass customization could meet customer customized demand at prices of a product of mass production.
O’Connor and Davidson (1985) proposed value derived from human demand system. Therefore, a product conforming to individual demand might be perceived higher value so that loyalty increased. Because of the growing intensity of competition, corporate strategies in established industries have shifted from a predominant focus on attracting new customers to focusing on securing and improving customer loyalty (Bruhn and Grund, 2000).
Therefore, for surviving, corporation should add customer value and customer loyalty. Besides, in the same industry, brand image might be the important indictor of consumer buying decision. Hence, the study attempts to explore the relationship among mass customization, customer value and customer loyalty. Besides, brand image is served as a moderator to survey its moderating effect on the relationship among mass customization, customer value and customer loyalty. Customer value is served as a mediator to survey its mediating effect on the relationship between mass customization and customer loyalty.
The research subjects were the consumers located in Taipei, which ever purchased brand computer before through convenience sampling. We received 268 samples and the empirical data are analyzed by using the SPSS statistical software package first. Then, AMOS 6.0 statistical software was used to conduct the confirmatory factor analysis (CFA) and structural equation modeling (SEM) analysis. At last, we used hierarchical multiple regression analysis to test the moderating effect of brand image on the relationship among mass customization, customer value and customer loyalty and the mediating effect of customer value on the relationship between mass customization and customer loyalty.
The study results indicate: five of the seven hypotheses in this study are supported. Those are mass customization positively impacts customer value, customer value positively impacts customer loyalty, brand image moderates the relationship between mass customization and customer value and the relationship between customer value and customer loyalty, and customer value mediates the relationship between mass customization and customer loyalty.

並列關鍵字

mass customization ； customer loyalty ； customer value ； brand image

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