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題名 消費者專屬資產量表之發展與應用
The Development and Application of the Consumer-Specific-Asset Scale
作者 莊旻潔
Chuang, Min Chieh
貢獻者 邱志聖
Chiou, Jyh Shen
莊旻潔
Chuang, Min Chieh
關鍵詞 專屬資產
移轉成本
量表發展
specific asset
switching cost
scale development
日期 2009
上傳時間 5-Sep-2013 16:46:29 (UTC+8)
摘要 專屬資產是交易成本理論中最具有預測力的構念，過去專屬資產構念主要是應用在B2B交易情境，本研究欲將專屬資產所衍伸的概念應用在廠商與消費者間的交換關係，並修正目前專屬資產相關量表的一些問題，包括了對專屬資產的衡量並沒有一致性的作法、衡量方式沒有回歸到專屬資產最原始的定義，以及有些研究用單一題項或是代理變數來衡量會產生效度上的問題，因此研究一依循Churchill（1979）及Hinkin（1998）建議的量表發展程序而發展出能應用到B2C情境的消費者專屬資產量表，本研究以兩階段問卷共計1453位受訪者為施測對象，透過探索性及驗證性因素分析發展出六個構面-「特有使用知識專屬資產」、「特有實體設備/軟體或服務專屬資產」、「忠誠客戶優惠專屬資產」、「特有人際關係及溝通效率專屬資產」、「心理層面認同專屬資產」、「特有無形社會壓力專屬資產」共計19題之消費者專屬資產量表，資料顯示量表具有良好的信、效度及因素結構。
研究二為整體模型架構實證，透過文獻整理釐清專屬資產及移轉成本的相同點、相異點及兩者間的關係，並將專屬資產與移轉成本放入消費者信任-滿意-忠誠回應架構中，結果發現專屬資產為移轉成本的前置變數，且專屬資產及移轉成本皆為消費者滿意與忠誠回應間之重要中介變數。
研究三為比較本研究發展的專屬資產量表（AS量表）與傳統專屬資產量表（TAS量表）在構念預測力上是否有顯著差異，結果發現五個產業中有兩產業（專櫃化妝品業與進口車業）AS量表預測力顯著高於TAS量表，三產業（銀行業、美髮業、精品業）無顯著差異。
Specific asset is the most predictable construct in transaction cost theory. The construct of specific asset has been most commonly used in B2B context in the past. This research aims to extend the application of specific asset to B2C context, and also solve the following 3 issues regarding the present specific asset scales. First, there is no consent about the measurement of specific asset. Second, the definition of specific asset is misunderstood. Third, some researches use single item or proxy variables to measure specific asset, which leads to potential construct validity problems. Therefore, study 1 follows Churchill (1979) and Hinkin (1998) to develop the consumer-specific-asset scale. This study uses two stages of empirical data and collects 1453 valid samples. Through exploratory and confirmatory factor analysis, this study develops a 19-item instrument, including six types of consumer-specific-asset: 1) specific knowledge, 2) specific equipment/software or service, 3) loyalty program, 4) specific relationship and communication, 5) identification, 6) invisible social pressure. The analyzed data shows that this scale has reliability, validity and good factor structure.
Study 2 seeks to provide an empirical test of the structural model. The author identifies the similarities, differences and the relationship between specific asset and switching cost first, then put the specific asset and switching cost into the trust-satisfaction-loyalty response model. The results show that specific asset is the antecedent of switching cost, and both specific asset and switching cost are the important mediators between consumer satisfaction and loyalty response.
Study 3 focuses on comparing the predictability between the new specific asset scale (developed from study 1) and traditional specific asset scale. The results suggest that among the 5 industries this study chose, the new specific asset scale predicts better in the 2 industries (cosmetic and car) and no significant difference in the 3 industries(bank, hair stylist and luxury goods).
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描述 博士
國立政治大學
國際經營與貿易研究所
93351504
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0093351504
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.advisor Chiou, Jyh Shenen_US
dc.contributor.author (Authors) 莊旻潔zh_TW
dc.contributor.author (Authors) Chuang, Min Chiehen_US
dc.creator (作者) 莊旻潔zh_TW
dc.creator (作者) Chuang, Min Chiehen_US
dc.date (日期) 2009en_US
dc.date.accessioned 5-Sep-2013 16:46:29 (UTC+8)-
dc.date.available 5-Sep-2013 16:46:29 (UTC+8)-
dc.date.issued (上傳時間) 5-Sep-2013 16:46:29 (UTC+8)-
dc.identifier (Other Identifiers) G0093351504en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60509-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 93351504zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) 專屬資產是交易成本理論中最具有預測力的構念，過去專屬資產構念主要是應用在B2B交易情境，本研究欲將專屬資產所衍伸的概念應用在廠商與消費者間的交換關係，並修正目前專屬資產相關量表的一些問題，包括了對專屬資產的衡量並沒有一致性的作法、衡量方式沒有回歸到專屬資產最原始的定義，以及有些研究用單一題項或是代理變數來衡量會產生效度上的問題，因此研究一依循Churchill（1979）及Hinkin（1998）建議的量表發展程序而發展出能應用到B2C情境的消費者專屬資產量表，本研究以兩階段問卷共計1453位受訪者為施測對象，透過探索性及驗證性因素分析發展出六個構面-「特有使用知識專屬資產」、「特有實體設備/軟體或服務專屬資產」、「忠誠客戶優惠專屬資產」、「特有人際關係及溝通效率專屬資產」、「心理層面認同專屬資產」、「特有無形社會壓力專屬資產」共計19題之消費者專屬資產量表，資料顯示量表具有良好的信、效度及因素結構。
研究二為整體模型架構實證，透過文獻整理釐清專屬資產及移轉成本的相同點、相異點及兩者間的關係，並將專屬資產與移轉成本放入消費者信任-滿意-忠誠回應架構中，結果發現專屬資產為移轉成本的前置變數，且專屬資產及移轉成本皆為消費者滿意與忠誠回應間之重要中介變數。
研究三為比較本研究發展的專屬資產量表（AS量表）與傳統專屬資產量表（TAS量表）在構念預測力上是否有顯著差異，結果發現五個產業中有兩產業（專櫃化妝品業與進口車業）AS量表預測力顯著高於TAS量表，三產業（銀行業、美髮業、精品業）無顯著差異。		zh_TW
dc.description.abstract (摘要) Specific asset is the most predictable construct in transaction cost theory. The construct of specific asset has been most commonly used in B2B context in the past. This research aims to extend the application of specific asset to B2C context, and also solve the following 3 issues regarding the present specific asset scales. First, there is no consent about the measurement of specific asset. Second, the definition of specific asset is misunderstood. Third, some researches use single item or proxy variables to measure specific asset, which leads to potential construct validity problems. Therefore, study 1 follows Churchill (1979) and Hinkin (1998) to develop the consumer-specific-asset scale. This study uses two stages of empirical data and collects 1453 valid samples. Through exploratory and confirmatory factor analysis, this study develops a 19-item instrument, including six types of consumer-specific-asset: 1) specific knowledge, 2) specific equipment/software or service, 3) loyalty program, 4) specific relationship and communication, 5) identification, 6) invisible social pressure. The analyzed data shows that this scale has reliability, validity and good factor structure.
Study 2 seeks to provide an empirical test of the structural model. The author identifies the similarities, differences and the relationship between specific asset and switching cost first, then put the specific asset and switching cost into the trust-satisfaction-loyalty response model. The results show that specific asset is the antecedent of switching cost, and both specific asset and switching cost are the important mediators between consumer satisfaction and loyalty response.
Study 3 focuses on comparing the predictability between the new specific asset scale (developed from study 1) and traditional specific asset scale. The results suggest that among the 5 industries this study chose, the new specific asset scale predicts better in the 2 industries (cosmetic and car) and no significant difference in the 3 industries(bank, hair stylist and luxury goods).		en_US
dc.description.tableofcontents 第一章 緒論
第一節 研究動機與目的 1
第二節 研究流程 5
第二章 研究一之文獻探討
第一節 專屬資產的定義與重要性 7
第二節 B2C交易模式下專屬資產的構面 11
第三節 目前專屬資產相關量表的問題 19
第三章 研究二、三之文獻探討
第一節 專屬資產v.s.移轉成本 27
第二節 整體模型架構 33
第四章 研究一之研究方法與結果 45
第五章 研究二、三之研究方法與結果 69
第六章 結論與建議
第一節 研究結果與討論 89
第二節 理論貢獻與管理意涵 95
第三節 研究限制與未來研究方向 98
參考文獻 99
附錄一：專家歸類問卷 117
附錄二：第一階段問卷題項（70題）（以銀行為例） 123
附錄三：第一階段問卷（以銀行為例） 127
附錄四：第一階段問卷樣本結構 135
附錄五：因素分析結果（轉軸後的成分矩陣） 139
附錄六：第二階段問卷（以專櫃化妝品為例） 145
附錄七：第二階段問卷樣本結構 153

表次
表1：專屬資產相關量表整理 21
表2：移轉成本相關研究整理 31
表3：專屬資產與移轉成本比較 32
表4：專屬資產定義 46
表5：專家歸類正確率 47
表6：萃取構念題項整理 52
表7：第一階段驗證性因素分析結果（題項以銀行為例） 54
表8：信度係數 55
表9：PHI Matrix 55
表10：傳統專屬資產量表（TAS量表）(以專櫃化妝品為例) 56
表11：第二階段問卷樣本數 58
表12：五產業之Cronbach’s alpha（24題結果） 59
表13：AS量表驗證性因素分析結果（24題未刪結果） 59
表14：專屬資產量表因素負荷量及t值 60
表15：AS/TAS量表驗證性因素分析結果（19題結果） 61
表16：專屬資產各構面平均數與標準差 62
表17：專屬資產量表組合信度（Construct Reliability） 63
表18：專屬資產量表變異抽取（Variance Extracted） 63
表19-1：PHI Matrix（銀行業） 64
表19-2：PHI Matrix（美髮業） 65
表19-3：PHI Matrix（專櫃化妝品業） 66
表19-4：PHI Matrix（精品業） 66
表19-5：PHI Matrix（進口車業） 67
表20：專屬資產量表(以專櫃化妝品為例) 68
表21：研究假說 69
表22：AS量表二階驗證性因素分析結果 70
表23：五產業驗證性因素分析模型契合度評估表 71
表24：五產業之驗證性因素分析結果（搭配AS量表） 72
表25：信度分析（搭配AS量表） 73
表26-1：PHI Matrix（銀行業） 74
表26-2：PHI Matrix（美髮業） 75
表26-3：PHI Matrix（專櫃化妝品業） 76
表26-4：PHI Matrix（精品業） 77
表26-5：PHI Matrix（進口車業） 78
表27：五產業之整體模型配適結果(搭配AS量表) 80
表28-1：整體模型參數估計結果（銀行業業） 81
表28-2：整體模型參數估計結果（美髮業） 81
表28-3：整體模型參數估計結果（專櫃化妝品業） 82
表28-4：整體模型參數估計結果（精品業） 82
表28-5：整體模型參數估計結果（進口車業） 82
表29：五產業之驗證性因素分析結果（搭配TAS量表） 84
表30：五產業之整體模型配適結果（搭配AS量表） 85
表31：信度分析（搭配TAS量表） 86
表32：整體模型參數估計結果（搭配TAS量表） 86
表33：AS/TAS預測力比較 87
表34：研究二之假設檢定結果整理 90
表35：移轉成本對正向口碑效果分析 94

圖次
圖1：整體模型架構暨研究假說 43
圖2：整體模型架構（搭配AS量表） 70
圖3：整體模型架構（搭配TAS量表） 85		zh_TW
dc.format.extent 1063848 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0093351504en_US
dc.subject (關鍵詞) 專屬資產zh_TW
dc.subject (關鍵詞) 移轉成本zh_TW
dc.subject (關鍵詞) 量表發展zh_TW
dc.subject (關鍵詞) specific asseten_US
dc.subject (關鍵詞) switching costen_US
dc.subject (關鍵詞) scale developmenten_US
dc.title (題名) 消費者專屬資產量表之發展與應用zh_TW
dc.title (題名) The Development and Application of the Consumer-Specific-Asset Scaleen_US
dc.type (資料類型) thesisen
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