知覺品質與網路口碑溝通間關係之研究－以顧客承諾為中介角色之分析

Relationship between Perceived Quality and Network Word-of-Mouth Communication-Customer Commitment as Mediator

關復勇(Fu-Yung Kuan) ； 楊亞琦(Ya-Chi Yang) ； 鄭尹惠(Yin-Hui Cheng)

《行銷評論》 2卷2期 (2005/06) Pp. 149-169

https://doi.org/10.29931/MR.200506.0002

摘要

口碑溝通影響消費者決策的重要性已被強調，至今有關口碑溝通的研究多著眼於口碑接收者的說服效果，相對上較少研究從口碑發送者觀點探究影響口碑行為的因素及如何影響。本研究主要探討消費者在實體環境中使用產品或歷經服務之後，其知覺品質與顧客承諾兩個因素與網路口碑溝通間之關係，其中顧客承諾為中介角色。
本研究採情境實驗法，係3×2兩因子受試者內實驗設計，並以品類為受試間實驗設計。研究結果顯示知覺品質與顧客承諾對「網路口碑溝通及口碑品質」有顯著的交互效果，且兩因素各自對於「網路口碑溝通、口碑活動、口碑品質及口碑正面性」具顯著主要效果。知覺品質對依變數的解釋變異量在高度顧客承諾時較高，表示知覺品質對網路口碑溝通的影響須透過顧客承諾的中介而顯現出來。網路特性態度、市場行家特質、品類的不同，皆干擾兩因素各自對於網路口碑溝通的連帶關係。據研究發現建議企業在作為管理網路口碑溝通的角色上，除了要維持卓越的核心品質之外，須提升顧客承諾，並重視高度網路特性態度及市場行家特質的顧客區隔。

關鍵字

知覺品質 ； 顧客承諾 ； 口碑溝通 ； 市場行家

並列摘要

This research examines the relationship between to factors, perceived quality and customer commitment, and Internet WOM communication after using product or experiencing service. This research adopts 3×2 within-subject experiment design. whereras product category as between-subject factor. The results present perceived quality and customer commitment have interaction effects on Internet WOM communication and WOM quality, and to factors have main effect separately on all WOM communication demensions. The influence of perceived quality on Internet WOM communication is mediated by customer commitment. Internet characteristic attitude. market maven trait, and product category both moderate the relationship between to factors and Internet WOM communication.

並列關鍵字

perceived quality ； customer commitment ； WOM communication ； market maven

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