產品績效指標、消費滿意度及購後行為之整合分析

Product Performance Signaling, Customer Satisfaction and Post-purchase Behavior: An Integrated Analysis

黃恆獎(Heng-Chiang Huang) ； 李佳璋(Chia-Chang Lee)

《臺大管理論叢》 8卷1期 (1997/08) Pp. 25-58

https://doi.org/10.6226/NTURM1997.8.1.25

摘要

一般而言，滿意度受了消費者對於產品表現的預期所影響，而對產品的事前預期，亦受到消費者所接收的訊息多寡所影響，消費者也多半會利用價格、廣告等行銷組合變數作為產品品質指標。學界對消費者滿意形成過程、購買後續行為（如品牌忠誠度、抱怨行為等）、與品質指標模型的關聯，尚未出現整合性的研究。本文假設消費者可藉著價格及廣告來推論產品未來表現，並利用線性結構關係LISREL模型，建立一個由品質指標觀念、消費者滿意度形成、品牌忠誠／抱怨行為三大理論結合而成的模型。本文以汽車購買行為進行實證研究，結果整體結構模型獲得統計上的支持。本文主要發現包括：(1)消費者認知的產品表現是影響滿意度的最重要因素；(2)消費者認知的產品表現對品牌忠誠度及抱怨行為的影響，大過於滿意度的影響力；(3)價格和廣告費用，可作為產品品質指標，同時它們對消費滿意度形成及購買後行為也有影響。

關鍵字

品質指標 ； 顧客滿意度 ； 購買後行為 ； LISREL模型

並列摘要

Consumer satisfaction (CS) is usually defined as a function of consumer expectation, which is subject to the amount of information a consumer receives. Marketing mix variables such as price and advertising are often perceived by consumers as signals of product quality. There is scarce integrative research which incorporates CS formation, post-purchase behavior, and quality signaling. This paper sets up a linear structural LISREL model linking together quality signaling, CS formation, and consumer loyalty/complaint behavior. The overall significance of the proposed model is supported with survey data on automobile purchases. The major findings of this paper include: (1) CS is mainly determined by perceived performance. (2) Perceived performance exerts more influences on loyalty and complaint intention than does CS. (3) In their capacity as product quality signals, price and advertising indirectly affect CS and post- purchase behavior.

並列關鍵字

quality signaling ； consumer satisfaction ； post-purchase behavior ； LISREL model