• 沒有找到結果。

消費始終來自於慣性?網路購物消費者之消費慣性與滿意度對再購意願之影響―口碑與其他店家吸引力之調節效果

N/A
N/A
Protected

Academic year: 2021

Share "消費始終來自於慣性?網路購物消費者之消費慣性與滿意度對再購意願之影響―口碑與其他店家吸引力之調節效果"

Copied!
14
0
0

加載中.... (立即查看全文)

全文

(1)

2010

(ICIM 2010) 05/22/2010.

;

(Lim et al. 2006) (Shim et al. 2002; Tsai & Huang 2007) (Pavlou & Gefen 2005) Beatty & Smith (1987)

40%~60%

(Gounaris & Stathakopoulos

2004) (Anderson

and Srinivasan 2003)

(2)

(Chintagunta 1998) (Anderson & Srinivasan 2003)

(Shim et al. 2002)

Tsai & Huang (2007)

(Dellarocas 2003; Sun et al. 2006; Park et al. 2007; Sen & Lerman 2007)

;

Bendapudi & Berry (1997)

;

(3)

(Cronin & Morris 1989; Cronin & Taylor 1992; Selnes 1993; Jones & Sasser 1995; Seiders et al.

2005) (Solomon

et. al. 1985; Jones & Sasser 1995; Oliver et al. 1997)

(Heskett et al. 1994; Solomon 1994; Bloemer & Kasper 1995; Gulati 1995; Assael 1998; Oliver 1999; Huang & Yu 1999; Anderson & Srinivasan 2003)

(Heskett et. al. 1994; Solomon 1994; Bloemer & Kasper 1995; Oliver 1999; Tsai & Huang 2007;

2007) 1

H1:

, (Churchill &

Surprenant 1982; Parasuraman et al. 1988; Fornell 1992; Anderson et al. 1994; Oliver 1997; Cronin et al. 2000; Maxham III & Netemeyer 2002; Hellier et al. 2003; Seiders et al. 2005)

(Boulding et al., 1993);

(Johnson & Fornell, 1991)

(Parasuraman et al., 1988; Maxham III & Netemeyer, 2002) (Johnson et al., 2001; 2007)

(4)

(Johnson & Fornell 1991; Zeithaml et al. 1996; Cronin et al. 2000; Brady et al. 2001; Maxham III & Netemeyer 2002; Ranaweera & Prabhu 2003; Lee & Lin 2005; Seiders et al. 2005; Collier & Bienstock 2006) 2

H2:

(Bone 1995; Buttle 1998; Bansal & Voyer 2000; Hawkins et al. 2001; Derbaix &

Vanhamme 2003; Carl 2006) (Dellarocas 2003;

Wright 2005; Litvin et al. 2008) (Hoffman & Novak 1996)

(

) (Wilkie 1990; Silverman 1997;

Maxham III & Netemeyer 2002; Leisen & Prosser 2004)

3 4

H3: H4:

( ) (Ping 1993;

Keaveney 1995)

(Jones & Sasser 1995;

Keaveney 1995) 5 6

H5:

H6:

(5)

1 120 79 1 ( ) ( ) Tsai & Huang (2007) 3 RI1-RI3 ( )

Anderson & Srinivasan (2003) (2007)

3 IE1-IE3

( )

Cronin et al. (2000) Seiders et al. (2005) Maxham III & Netemeyer (2002)

(6)

( )

Maxham III & Netemeyer (2002) Leisen & Prosser (2004)

3 WM1-WM3

( )

Ping (1993) Bansal et al. (2004)

3 AA1-AA3

( )

ID1-ID5

1

RI1

Tsai & Huang (2007) RI2

RI3

IE1

Anderson & Srinivasan (2003) (2007) IE2 IE3 CS1 Cronin et al. (2000) Seiders et al. (2005) Maxham III & Netemeyer (2002)

CS2 CS3

WM1 Maxham III and

Netemeyer (2002) Leisen & Prosser (2004) WM2 WM3 AA1 Ping (1993) Bansal et al. (2004) AA2 AA3

(7)

2008 Yahoo! PChome PayEasy 970 878 (85.4%); 21 25 (59.6%); (75.8%); (63.1%); 5,001~15,000 (40.9%) SmartPLS Cronbach’s Alpha 0.744 0.840 (> 0.7) 0.3 0.845 0.903 0.857 0.7 (0.667) (0.649) (0.757) 0.5 ; 23.255 15.105 0.496 0.384 56.5% (> 30%) 2 1 ( =0.496, t=23.255, p=0.000) 2 ( =0.384, t=15.105, p=0.001) 3 (t= -2.083, p=0.05) 4 5 (t= -0.971) 6 (t= 1.813) 56.5%

(8)

2

(Zeithaml et al. 1996; Maxham III & Netemeyer 2002; Lee & Lin 2005; Seiders et al. 2005; Collier & Bienstock 2006)

; (Leisen & Prosser, 2004)

(9)

(Jones & Sasser 1995)

(

) (

)

(Solomon 1994; Anderson & Srinivasan 2003; 2007);

(Johnson & Fornell 1991; Zeithaml et al. 1996; Cronin et al. 2000; Brady et al. 2001; Maxham III & Netemeyer 2002; Ranaweera & Prabhu 2003; Lee & Lin 2005; Seiders et al. 2005; Collier & Bienstock 2006)

1. (1)

(10)

2. (1) (Cyr 2008) (2) 3. (1) (2) ; 85.4%

(11)

1. 2007

-671 687

2. Anderson, E.W., Fornell, C. and Lehmann, D.R. ”Customer Satisfaction, Market Share, and Profitability: Finding from Sweden,” Journal of Marketing (58:3) 1994, pp:53-66

3. Anderson, R.E. and Srinivasan, S.S. ”E-Satisfaction and E-Loyalty: A Contingency Framework,” Psychology and Marketing (20:2) 2003, pp:123-138 4. Assael, H. Consumer Behavior and Marketing Action, South-Western College

Publishing, Cincinnati OH, 1998

5. Bansal, H.S., Irving, P.G. and Taylor, S.F. “A Three-Component Model of Customer Commitment to Service Providers,” Journal of the Academy of Marketing Science (32:3) 2004, pp: 234-250.

6. Bansal, H.S. and Voyer, P.A. ”Word-of-Mouth Processes within a Services Purchase Decision Context,” Journal of Service Research (3:2) 2000, pp:166-177 7. Bendapudi, N. and Berry, L.L. ”Customers’ Motivations for Maintaining Relationships with Service Providers,” Journal of Retailing (73:1) 1997, pp:15-38

8. Bloemer, J.M. and Kasper, H. ”The Complex Relationship Between Consumer Satisfaction and Brand Loyalty,” Journal of Economic Psychology (16:2) 1995, pp:311-329

9. Bone, P.F. ”Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments,” Journal of Business Research (32:3) 1995, pp:213-223

10. Brady, M.K., Robertson, C.J. and Cronin, J.J. ”Managing Behavioral Intentions in Diverse Cultural Environments: An Investigation of Service Quality, Service Value, and Satisfaction for American and Ecuadorian Fast-Food Customers,” Journal of International Management (7:2) 2001, pp:129-149

11. Buttle, F.A. ”Word of mouth: Understanding and Managing Referral Marketing,” Journal of Strategic Marketing (6:3) 1998, pp:241-254

12. Carl, W.J. ”What’s All the Buzz About? Everyday Communication and the Relational Basis of Word-of-Mouth and Buzz Marketing Practices,” Management Communication Quarterly (19:4) 2006, pp:601-634

13. Chin, W.W. ”Frequently Asked Questions: Partial Least Squares and PLS-Graph,” Available at http://disc-nt.cba.uh.edu/chin/plsfaq.htm, 2000

14. Chintagunta, P.K. ”Inertia and Variety Seeking in a Model of Brand-Purchase Timing,” Marketing Science (16:4) 1998, pp:372-399

(12)

Customer Satisfaction,” Journal of Marketing Research (19:4) 1982, pp:491-504 16. Collier, J.E. and Bienstock, C.C. ”Measuring Service Quality in E-Retailing,”

Journal of Service Research (8:3) 2006, pp:260-275

17. Cronin, J.J. and Morris, M.H. ”Satisfying Customer Expectations: The Effect on Conflict and Repurchase Intentions in Industrial Marketing Channels,” Journal of the Academy of Marketing Science, (17:1) 1989, pp:41-49

18. Cronin, J.J. and Taylor, S.A. ”Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing (56:3) 1992, pp:55-68

19. Cronin, J.J., Brady, M.K. and Hult, G.T.M. ”Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,” Journal of Retailing (76:2) 2000, pp:193-218

20. Cyr, D. ”Modeling Web Site Design across Cultures: Relationships to Trust, Satisfaction, and E-Loyalty,” Journal of Management Information Systems (24:4) 2008, pp:47-72

21. Dellarocas, C. ”The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms,” Management Science (49:10) 2003, pp:1407-1424

22. Derbaix, C. and Vanhamme, J. ”Inducing Word-of-Mouth by Eliciting Surprise-A Pilot Investigation,” Journal of Economic Psychology (24:1) 2003, pp:99-116 23. Fornell, C.D. ”A National Customer Satisfaction Barometer: The Swedish

Experience,” Journal of Marketing (56:1) 1992, pp:6-21

24. Gulati, R. ”Does Familiarity Breed Trust? The Implications of Repeated Ties for Contractual Choice in Alliance,” Academy of Management Journal, (38:1) 1995, pp:85-112

25. Hawkins, D.I., Best, R.J. and Coney, K.A. Consumer Behavior: Building Marketing Strategy, McGraw-Hill, New York, 2001

26. Hellier, P.K., Geursen, G.M., Carr, R.A. and Rickard, J.A. ”Customer Repurchase Intention a General Structural Equation Model,” European Journal of Marketing (37:11/12) 2003, pp:1762-1800

27. Heskett, J.L., Jones, T.O., Loveman, G.W. Sasser, W.E. and Schlesinger, L.A. ”Putting the Service-Profit Chain to Works,” Harvard Business Review (72:2) 1994, pp:164-170

28. Hoffman, D.L. and Novak, T.P. ”Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing (60:3) 1996, pp:50-68

29. Huang, M.H. and Yu, S. ”Are Consumers Inherently or Situationally Brand Loyal?-A Set Intercorrelation Account for Conscious Brand Loyalty and Nonconscious Inertia,” Psychology and Marketing (16:6) 1999, pp:523-544

(13)

30. Johnson, M.D. and Fornell, C. ”A Framework for Comparing Customer Satisfaction across Individuals and Product Categories,” Journal of Economic Psychology (12:2) 1991, pp:267-286

31. Johnson, M.D., Gustafsson, A., Andreassen, T.W., Lervik, L. and Cha, J. ”The Evolution and Future of National Customer Satisfaction Index Models,” Journal of Economic Psychology (22:2) 2001, pp:217-245

32. Jones, T.O. and Sasser Jr., W.E. ”Why Satisfied Customers Defect,” Harvard Business Review (73:6) 1995, pp:88-99

33. Keaveney, S.M. ”Customer Switching Behavior in Service Industries: An Exploratory Study,” Journal of Marketing (59:2) 1995, pp:71-82

34. Lee, G.G. and Lin, H.F. ”Customer Perceptions of E-Service Quality in Online Shopping,” International Journal of Retail and Distribution Management (33:2/3) 2005, pp:161-176

35. Leisen, B. and Prosser, E. ”Customers’ Perception of Expensiveness and Its Impact on Loyalty Behaviors,” Services Marketing Quarterly (25:3) 2004, pp:35-52

36. Litvin, S.W., Goldsmith, R.E. and Pan, B. ”Electronic Word-of-Mouth in Hospitality and Tourism Management,” Tourism Management (29:3) 2008, pp:458-468

37. Maxham III, J.G. and Netemeyer, R.G. ”Modeling Customer Perceptions of Complaint Handling Over Time: The Effects of Perceived Justice on Satisfaction and Intent,” Journal of Retailing (78:4) 2002, pp:239-252

38. Oliver, R.L., Rust, R.T. and Varki S. ”Customer Delight: Foundations, Findings, and Managerial Insight,” Journal of Retailing (73:3) 1997, pp:311-336

39. Oliver, R.L. Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, Boston: New York, 1997

40. Oliver, R.L. ”Whence Consumer Loyalty?,” Journal of Marketing (63:Special issue) 1999, pp:33-44

41. Parasuraman, A., Zeithaml, V.A., and Berry, L.L. ”SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing (64:1) 1988, pp:12-40

42. Park, D.H., Lee, J. and Han, I. ”The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement,” International Journal of Electronic Commerce (11:4) 2007, pp:125-148

43. Ping, R.A. ”The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voice, Loyalty, Opportunism, and Neglect,” Journal of Retailing (69:3) 1993, pp:320-352

(14)

Satisfaction and Trust as Determinants of Customer Retention and Positive Word of Mouth,” Journal of Targeting, Measurement and Analysis for Marketing (12:1) 2003, pp:82-90

45. Sanchez-Franco, M.J. and Rondan-Cataluña, F.J.”Virtual Travel Communities and Customer Loyalty: Customer Purchase Involvement and Web Site Design,” Electronic Commerce Research and Applications Available online 11 June 2009, doi:10.1016/j.elerap.2009.05.004

46. Seiders, K., Voss, G.B., Grewal, D. and Godfrey, A.L. ”Do Satisfied Customers Buy More? Examining Moderating Influences in a Retailing Context,” Journal of Marketing (69:4) 2005, pp:26-43

47. Selnes, F. ”An Examination of the Effect of Product Performance on Brand Reputation Satisfaction and Loyalty,” European Journal of Marketing (27:9) 1993, pp:19-35

48. Sen, S. and Lerman, D. ”Why Are You Telling Me This? An Examination into Negative Consumer Reviews on the Web,” Journal of Interactive Marketing (21:4) 2007, pp:76-94

49. Shim, J.P., Shin, Y.B., and Nottingham, L. ”Retailer Web Site Influence on Customer Shopping: An Exploratory Study on Key Factors of Customer Satisfaction,” Journal of the Association for Information Systems (3:1) 2002, pp:53-76

50. Silverman, G. ”How to Harness the Awesome Power of Word of Mouth,” Directing Marketing (60:7) 1997, pp:32-37

51. Solomon, M.R. Consumer Behavior: Buying, Having, and Being, Paramount Publishing, Boston, MA, 1994

52. Sun, T., Youn, S., Wu, G. and Kuntaraporn, M. ”Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences,” Journal of Computer-Mediated Communication (11:4) 2006, pp:1-33

53. Tsai, H.T., Huang, H.C. ”Determinants of E-Repurchase Intentions: An Integrative Model of Quadruple Retention Drivers,” Information & Management (44:3) 2007, pp:231-239

54. Wilkie, W.L. Consumer Behavior, Wiley & sons, New York, 1990 55. Wright, J. Blog Marketing, McGraw-Hill, New York, 2005

56. Zeithaml, V.A., Berry, L.L., and Parasuraman, A. ”The Behavioral Consequences of Service Quality,” Journal of Marketing (60:2) 1996, pp:31-46

參考文獻

相關文件

表十四:被訪旅客對旅行社服務的評價 表十五:被訪旅客對飲食服務的評價

a 此概念來源於世界旅遊組織, Concepts, Definitions and Classifications for Tourism Statistics

• cY 代表因所得水準不同而產生的誘發性消費 支出(induced consumption expenditure). •

16- 被訪旅客對購物服務的評價 17- 被訪旅客對公共交通服務的評價 18- 被訪旅客對環境衛生的評價 19- 被訪旅客對觀光點的評價. 20-

表四:按原居地統計的被訪旅客人均非購物消費 表五:按原居地統計的被訪旅客人均購物消費

消費者行為概論 Chapter 5 消費者決策過程

The results indicated that packaging of products which reflects local cultural characteristics has a direct and positive influence on consumers’ purchase

(2000), “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,” Journal of Retailing, Vol. (2001),