關係行銷對消費者態度與行為意向的影響 ─網路產品類型的干擾效果

THE IMPACT OF RELATIONSHIP MARKETING ON CONSUMER ATTITUDE AND BEHAVIOR INTENTION ─ THE MODERATING EFFECTS OF INTERNET PRODUCT TYPES

蔡明真(Ming-Chen Tsai)

指導教授 ： 林南宏

大同大學/經營設計學院/事業經營學系所/碩士(2009年)

摘要

網際網路的進步讓顧客能夠近乎不用花費任何成本，即可藉由網路來蒐集產品資訊。當供應商之間的差異性不大時，會使網路環境就像是完全競爭市場。消費者在幾乎沒有任何轉換成本的情況下，能夠輕易的轉換至其它網路商家而與不同的網路商家交易。因此，了解關係行銷的結合方式對於消費者態度與未來的行為意向的影響，進而保留顧客對於網路商家是相當重要的。
本研究以網路環境作為研究主體，探討在不同產品類別下，關係行銷結合方式對於消費者態度與未來的行為意向有何影響。針對有網路購物經驗的使用者，本研究以網路問卷為媒介，共回收500份問卷，有效問卷為426份。以結構方程式模型驗證，得到下列實證結果：
(1) 財務性結合方式對於消費者態度的影響，在三種產品類別中僅有部分影響。
(2) 社交性結合方式對於消費者態度的影響，在三種產品類別中皆無顯著影響。
(3) 結構性結合方式對於消費者態度的影響，在信任型產品中會比在搜尋型和經驗型產品影響要大。
(4) 消費者態度對行為意向有正向影響。
本研究發現，對於搜尋型產品而言，因消費者較容易取得產品完整的資訊與進行多方比價，所以像是寄發禮券與折價卷或是給予折扣的財務性結合方式，對於維繫消費者態度的程度其實有限。在虛擬市場中，社交性結合在增進消費者態度上，對於三種產品而言皆屬於必備條件，故無產品別上的差異。結構性結合對於信任型產品而言，因在購買前後都無法完整的評價該產品，所以提供顧客專業化的知識和與產品資訊，有助於降低顧客的購買風險，故結構性結合對信任型產品的影響較大。另外若顧客的消費態度越正向，越能夠影響消費者未來的行為意向。

關鍵字

行為意向 ； 消費者態度 ； 關係行銷

並列摘要

With the advancement of the internet, customers can now gather product information from the internet without incurring any cost. When there are only minor differences between suppliers, the internet environment then becomes a fully competitive market. Consumers can easily switch to other online business owners and transact with different online business owners at almost zero cost. Therefore, it is very important to understand how the integrated marketing models affect consumer attitudes and the future behaviour intention, in order to retain customers in the internet business.
By using the internet as the main research tool, this research analyzes how the integrated marketing models affect consumer attitudes and future behaviour intention for different types of products. Through an online questionnaire targeted at online shoppers, a total of 500 responses to the questionnaire were collected, of which 426 were valid. The following empirical results were obtained using structural equation modelling:
(1) The integrated financial model has part impact on consumer attitudes for all three types of products.
(2) The integrated social model does not have any significant impact on consumer attitudes for all three types of products.
(3) The integrated structural model has a larger impact on consumer attitudes towards the credence-type products than towards the search-type products and experience-type products.
(4) Consumer attitude has a positive impact on behaviour intention.
This study discovered that for search-type products, as the consumers have easier access to product information and price comparisons, the integrated financial model of issuing gift coupons and discount coupons or providing discounts is limited in maintaining consumer attitudes. In the virtual market, as the integrated social model is a prerequisite to enhance consumer attitudes for all three types of products, hence there is no difference for the different types of product. For credence-type products, as consumers are unable to fully evaluate the products before and after a purchase, providing customers with specialized knowledge and product information helps reduce the purchase risks, therefore the integrated structural model has a greater impact on credence-type products. In addition, as consumer attitudes become more positive, the impact on the future behaviour intention of consumers increases.

並列關鍵字

Consumer Attitude ； Relationship Marketing ； Behavior Intention

參考文獻

鍾怡君，「關係行銷對關係品質和網路忠誠度的影響-以三種網際網路類型商品為例」，大同大學事業經營研究所碩士論文，2007。

劉晏尚，「探討企業建立網際網路對顧客關係影響之研究-以服務業為例」，中原大學國際貿易研究所碩士論文，2005。

Ajzen, I. and M. Fishbein. Understanding Attitude and Predicting Social Behavior, Englewood Cliffs, New Jersey: Pearson Prentice Hall, 1980.

Lin, Nan-Hong and I-Chun Chung. "The Impact of Relationship Marketing on Relationship Quality and E-loyalty – Taking Internet-based Search-Experience-Credence-Type Products as an Example.” Business and Information, 2008.

Ajzen, I. and B. L. Driver. “Prediction of Leisure Participation from Behavioral, Normative, and Control Beliefs: An Application of the Theory of Planned Behavior.” Leisure Sciences 13, no.3 (1991): 185-204.