顧客—品牌心理契約觀念建構與量表發展

Constructing the Concept and Measurement of Consumer-Brand Psychological Contract Inventory

李政達(Cheng-Ta Li)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/博士(2016年)

https://doi.org/10.6840/cycu201600455

摘要

近年來心理契約理論已成為組織行為與人力資源管理的熱門領域。然而，對於顧客－品牌心理契約的研究僅止於理論上之論述，並無任何研究提出顧客－品牌心理契約的相關量表，故有必要依據理論模式重新編製顧客－品牌心理契約之測量工具，以利後續的模式驗證工作。因此，本研究的目在於延伸組織內的心理契約理論，以發展與建構消費－品牌心理契約量表。本研究透過一系列嚴謹的統計分析程序，以建構顧客－品牌心理契約量表。研究一採取歸納研究途徑，蒐集100位進修部與大學部的學生對顧客－品牌心理契約責任與義務之描述句，並藉由嚴謹的歸類程序，獲得顧客－品牌心理契約十個重要的概念類別。研究二則在研究一基礎上，檢定顧客－品牌心理契約量表的內容效度；研究三則透過探索性因素分析，重新進行測量變項的分類。研究結果顯示，顧客－品牌心理契約由：特殊對待利益、社會連結、象徵性利益、企業社會責任、保證與服務五個層面所構成。研究四以281位大學生為研究樣本進行驗證性因素分析，並採用比較競爭模式配適度方式選擇最簡效模式，驗證性因素分析顯示模式適配度良好，且二階單一因素模式為最佳因素結構。研究五以大學生與實際消費者兩個獨立樣本為研究對象以進行復核效度的檢定，首先，將大學生樣本區分為男性與女性，復核效度結果顯示模式具有相當之穩定性；再以大學生樣本與消費者樣本作效度延展性之檢定，亦符合群組恆等性。最後，研究六以542份大學生樣本進行預測效度之檢定，結果顯示顧客－品牌心理契約能夠適當的預測品牌滿意、品牌信任與品牌忠誠度，且品牌滿意、品牌信任與品牌關係在顧客－品牌心理契約與品牌忠誠之間具有部份的中介效果。本研究並針對研究發現在理論與實務之意涵進行討論。

關鍵字

顧客－品牌心理契約 ； 品牌關係 ； 量表發展 ； 量表恆等性 ； 歸納研究途徑

並列摘要

The psychological contract theory has become an important area in organizational behavior and peronnel manaagement in the last decade. However, the literature documents the theoretical statement of customer-brand psychologicl contract, rather than the empirical scale, it is neccessary to develop an appropriate measurement of customer-brand psychological contract based on its theoretical foundation. Thus, purpose of this study attempts to extend the psychological contract theory within the organization to develop and construct the consumer-brand psychological contract scale. This study follows a deliberate sale development process to explore the content of customer-brand psychological contract and to develop an instrument of customer-brand psychological contract to execute related issues in the future empirical research. In study 1, we applied the inductive approach to analyze the descriptions of customer-brand psychological contract responsibility and obligation from 100 undergraduate in Taiwan. With the rigorous categorizing process, this study obtained ten dimensions of customer-brand psychological contract. In study 2, we examine content validity of customer-brand psychological contract based on the result of study 1. In study 3, we are based on ten latent factors of customer-brand psychological contract to develop these items are reclassified by exploratory factor analysis. These five factors are: special treatment benefit, social bond, symbolic benefit, corporate social responsibility, and assurances and services. In study 4, we set is used to conduct confirmatory factor analysis and adopts the way of comparing the model fitness of the competitive models to choose the best model form 281 valid samples from the undergraduate in Taiwan. Confirmatory factor analysis appears well designed goodness of fit and the second order one-factor model seems the best. In study 5, Two kinds of independent samples were collected from college students and consumers to examine cross-validation analysis. Firstly, this study divides student samples into male and female, the result shows a stable cross validity on the observations. This study then tests the two categories of sample, the result demonstrates that validity of extension features multi-group invariance. Finally, study 6 a test of predictive validity from 542 the new of independent samples shows that consumer-brand psychological contract is capable of predict brand satisfaction, brand trust and brand loyalty, and brand satisfaction, brand trust and brand relationship partial mediates the relationship between customer-brand psychological contract and brand loyalty. Finally, theoretical and practical implications of the findings are discussed.

並列關鍵字

Consumer-Brand Psychological Contract ； Brand Relationship ； Scale Development ； Measurement Invariance ； Inductive Approach

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