3C產品選購因素之探討

A Study of Buying Factor in 3C Product Adoption

廖建程(Chien-Cheng Liao)

指導教授 ： 王朝弘

嶺東科技大學/管理學院/行銷與流通管理研究所/碩士(2013年)

https://doi.org/10.6823/LTU.2013.00055

摘要

本研究主要是探討台灣消費者在購買3C電子產品時，對於3C電子專賣店與他們的關係品質及各專賣店所提供的關係利益及轉換成本是否影響台灣消費者的品牌態度。本研究以電子3C專賣店為主要研究對象，採便利抽樣法回收327份問卷，有效問卷為314份，再以線性結構方程分析資料。研究結果得知關係品質對關係利益有顯著之影響、關係品質對轉換成本有顯著之影響、關係利益對品牌態度有顯著之影響，但轉換成本對品牌態度無顯著之影響，希望本研究可以彌足過去文獻的不足，並提供建議給台灣電子3C專賣店做為決策參考。最後提出管理意涵與未來研究方向也予以討論。

關鍵字

關係品質 ； 關係利益 ； 轉換成本 ； 品牌態度

並列摘要

This study explores the Taiwanese consumers’ decision of buying 3C electronic products. Whether relationship quality, relationship benefit and switching cost affect Taiwanese consumers' brand attitude in the 3C store. We distributed 327 questionnaires, which 314 questionnaires were valid. Linear structural equation was applied to analyze the data. The findings of the study present a significant effect of relationship quality on relationship benefit and switching cost respectively. Furthermore, relationship benefit has a significant effect on brand attitude; However, switching cost has not significant effect on brand attitude. The managerial implications and future research directions are also discussed.

並列關鍵字

Relationship Quality ； Relationship Benefit ； Switching Cost ； Brand Attitude.

參考文獻

Kaiser, H. F. (1974). An Index of Factorial Simplicity. Psychometrika, 39(1), 31-36.

Abraham, R. L., Priven, M. P., & Moorman, T. P. (1992). Recovery Objects in an Object Oriented Computing Environment: Google Patents.

Achrol, R. S., & Kotler, P. (1999). Marketing In The Network Economy. Journal of Marketing, 63, 146-163.

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.

Ajzen, I., & Sexton, J. (1999). Depth Of Processing, Belief Congruence, And Attitude-Behavior Correspondence. Dual-process theories in social psychology, 117-138.