臺灣汽車產業消費者忠誠行為之研究-以滿意為中介變數

A study of comsumer loyalty behavior in Taiwan automobile industry -satisfaction as a mediating variable

林宜賢(I-Hsien Lin)

指導教授 ： 張俊惠

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00463

摘要

隨著經濟的快速發展，使得社會大眾的購車意願日趨增高，汽車已經成為日常生活重要的必需品之一。自2002年起，由於國內經濟的復甦開始帶動汽車需求的成長。在這波景氣的帶動下，使得國內汽車市場每年呈現穩定的成長趨勢。唯在2006年時國內爆發嚴重的卡債問題引發銀行緊縮車貸政策，讓國人消費型態轉趨保守，再加上國際原油價格不斷飆升，使得國內油價多次調漲，因此對國內汽車市場產生不小的衝擊。但是由於近來卡債問題的逐漸消弭，再加上行政院主計處公佈2006年我國國民所得已突破16000美元…等有利因素，將會引發民眾重新消費。依據上述產業市場分析概況可以得知2007年汽車市場將會有一波需求出現。各個車廠勢必會採取各種手段來吸引消費者購買該廠牌的汽車，此舉將會使國內汽車市場的競爭更趨白熱化。因此如何維持既有顧客的忠誠，將是業者的一大挑戰。因此本研究希望能夠針對台灣汽車市場消費者忠誠行為來加以研究。
本研究是針對台灣汽車市場轎式汽車的使用者來作為研究對象，探究Oliver(1999)所提出品牌優越(product superiority)、個人偏好(individual fortitude)、社會支持(social support)等三項忠誠前因中，何者是主要造成顧客忠誠行為發生的主要因素，並且探究滿意是否是導致忠誠的中介角色。本研究採用便利抽樣法來從事問卷的發放。問卷發放的方式包括網路問卷以及人員發放。問卷資料則以結構方程式模式(structural equation modeling, SEM)進行資料分析，研究分析結果與發現描述如下：
1.品牌優越、個人偏好與社會支持等三項忠誠前因中，僅有社會支持對忠誠有
直接的影響效果。
2.品牌優越、個人偏好與社會支持等三項忠誠前因皆會透過滿意進一步導致忠誠行為的發生。
3.由於僅有社會支持對忠誠有直接的影響效果，因此廠商必須首重品牌社會地位的彰顯，以提昇消費者的忠誠度。
4.由於滿意確實是導致忠誠行為發生的重要中介變數，因此廠商必須透過滿意度的調查以確實掌握品牌優越、個人偏好與社會支持等因素是否讓消費者滿意，才能確保消費者於未來時仍會忠誠地購買相同品牌的汽車。

關鍵字

品牌優越 ； 個人偏好 ； 社會支持 ； 滿意 ； 忠誠

並列摘要

With the fast development of economy, people are more willing to purchase an automobile which has become the most pivotal necessity in our daily life. Since 2002, the domestic economy recovery has boosted the growth of automobile-purchasing demands and made the domestic automobile market maintain a stable growth. But in 2006, the serious problem of credit card debt caused banks to adopt the policy of tightening car loans that made people’s consumption patterns turn conservative. Moreover, with the dramatic rising of international crude oil prices, it also makes a big and negative impact on the domestic automobile market. Fortunately, in recent years, the card debt problem has gradually relieved and the Directorate-General of Budget, Accounting and Statistics, Executive Yuan, has also announced that Taiwan’s GDP in 2006 has broken through $16000 U.S. dollars, which will all help restore consumer confidence. According to the analysis of industrial market above, it shows that the domestic auto market will produce a new wave of automobile-purchasing demands in 2007. Besides, each automobile company is certain to take action to attract consumers to purchase their product that will intensify the competition in the domestic auto market. Therefore, it will be a big challenge for those companies to maintain the existent customers’ loyalty. Based on the above-mentioned statements, the focus of this research is on the consumer’s loyal behavior in the Taiwan auto market.

The researching object of this thesis is the users of sedan in Taiwan’s auto market and it also study the main three factors that affecting customers’ loyal behavior most, (namely product superiority, individual fortitude and the social support ), trying to find out which of the three factors is the major reason that leads to customers’ loyal behavior. Furthermore, this research also try to find out whether satisfaction is the mediating role that contributes to loyal behavior. This research uses the convenience sampling method to collect data. The questionnaire provides the way including
the network as well as the personnel provide. The questionnaire was analyzed by the structural equation modeling(SEM). The research analysis result and the discovery description as follows:
1.The three antecedents of loyalty, only social support has a direct influence on loyalty.
2.The three antecedents of loyalty all lead to loyalty behaviors through satisfaction.
3. Because only social support has the direct
influence on loyalty, therefore the companies must emphasis brand social position to promote consumer loyalty.
4.Because satisfaction is a important mediating role, the companies must grasp product superiority, individual fortitude and the social support to make consumer satisfy and it will be able to guarantee the consumer to purchase the same brand automobile in the future.

並列關鍵字

brand superior ； individual fortitude ； social support ； satisfaction ； loyalty

參考文獻

郭欣惠(2001)，「以交易成本理論探討顧客滿意度與忠誠度之關係-舉入口網站及

林柏宏(2005)，「線上購物滿意度與偏好之研究」，淡江大學國際貿易學系碩士

Great Profitability,” American Management Association, 31.

Baudrillard, J. (2000), The Consumer Society Reader, London: Blackwell.

Customer Satisfaction for Firms,” Marketing Science, 12, 25-43.