學習關係之研究－以女性購物網站為例

A Study on Learning Relationship：The Woman Shopping Websites

方世榮(Shyh-Rong Fang) ； 謝宜君(Yi-Chun Hsieh)

《行銷評論》 2卷3期 (2005/09) Pp. 251-276

https://doi.org/10.29931/MR.200509.0001

摘要

本研究探討網站經營者如何透過學習溝通，獲取與學習顧客的相關資訊，以提昇學習關係能力，使顧客滿意並願意繼續投入更多時間與金錢，以建立長期的學習關係（學習關係品質）。研究結果發現：(1)學習溝通會影響產品與服務的創新；(2)學習關係能力會影響學習關係品質；(3)顧客導向是學習溝通與學習關係能力之干擾變數；(4)學習關係可以分成四個不同的類型：落後者、追趕者、潛力者與先驅者。

關鍵字

學習溝通 ； 學習關係能力 ； 學習關係品質 ； 顧客導向

並列摘要

In order to encourage the customer's continuous purchase, build up long term learning relationship, and acquire the related information of customer's online shopping behavior, this study is to discuss how the owners of online shopping websites use the strategy of learning communication to increase the learning relationship quality and raise up the customer satisfaction. Through empirical analysis, we obtain the following results,
1. Learning communication has positive impact on the innovation in products and services.
2. Learning relationship capacity has an influence on learning relationship quality.
3. The customer orientation plays a moderated influence between learning communication and learning relationship capacity.
4. There are four distinct learning relationships: the lagger, pursuer, potential one, and pioneer.

並列關鍵字

Learning Communication ； Learning Relationship Capability ； Learning Relationship Quality ； Customer Orientation

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