商店關係投資與滿意度：寂寞感之多層次干擾效果

The Store's Relationship Investment and Satisfaction: A Multilevel Moderating Effect of Loneliness

池文海(Wen-Hai Chih) ； 張書豪(Shu-Hao Chang)

《臺大管理論叢》 16卷2期 (2006/06) Pp. 1-28

https://doi.org/10.6226/NTURM2006.16.2.1

摘要

本研究從消費者寂寞感的角度出發，檢測商店從事關係投資後，消費者寂寞感之人格特質在商店關係管理上所扮演的角色，焦點在於寂寞感能減輕或增加顧客知覺關係投資。經由SEM驗證顯示寂寞感在知覺關係投資與關係滿意度上具備干擾效果，同時人際溝通、偏好待遇會影響知覺關係投資，而最終影響關係滿意度。除此之外，也驗證了年長與年輕顧客，在寂寞感與知覺關係投資上有顯著差異。在探討商店－消費者二元關係時，由多層次角度出發是相當重要，關係的建立在於顧客能夠知覺商店之關係努力。因此，本文採取多層次（商店層次與消費者層次）檢視不同層次之干擾效果，商店必須藉由社會性接觸以增加顧客光顧意願與關係滿意度。

關鍵字

寂寞感 ； 知覺關係投資 ； 關係滿意度

並列摘要

This research studies the role of the personality traits of consumers' loneliness in the store's relationship management after the store's relationship investment from the perspective of consumers' loneliness. This study focuses on loneliness can release or raise the customers' perceived relationship investment. The result indicates loneliness has moderating effect between perceived relationship investment and relationship satisfaction through Structural Equation Modeling (SEM). Besides, both interpersonal communication and preferential treatment significantly affect perceived relationship investment and relationship satisfaction. In addition, loneliness and perceived relationship investment have significantly difference between elder and younger customers. Multi-level perspective of exploring the binary relationship in stores and consumers are important. The relationship of consumers and stores is based on customers' perception of the store's relationship efforts. Therefore, this study adopts multi-level perspective (consumers' level & stores' level) to validate the moderating effects of different levels. The result indicates the store should apply social contact to increase customers' patronage intention and relationship satisfaction.

並列關鍵字

loneliness ； perceived relationship investment ； relationship satisfaction

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