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Please use this identifier to cite or link to this item: https://ah.lib.nccu.edu.tw/handle/140.119/30270
DC FieldValueLanguage
dc.contributor.advisor吳安妮zh_TW
dc.contributor.author劉俊儒zh_TW
dc.contributor.authorLiu, Chun-Juen_US
dc.creator劉俊儒zh_TW
dc.creatorLiu, Chun-Juen_US
dc.date2006en_US
dc.date.accessioned2009-09-11T09:34:21Z-
dc.date.available2009-09-11T09:34:21Z-
dc.date.issued2009-09-11T09:34:21Z-
dc.identifierG0893535051en_US
dc.identifier.urihttps://nccur.lib.nccu.edu.tw/handle/140.119/30270-
dc.description博士zh_TW
dc.description國立政治大學zh_TW
dc.description會計研究所zh_TW
dc.description89353505zh_TW
dc.description95zh_TW
dc.description.abstract在以往探討非財務性績效指標與財務績效指標關係的相關文獻中，大多以品質、顧客滿意度、瑕疵率及準時送達率為主，甚少討論顧客生命週期時間（customer lifetime）。本研究主要探索顧客生命週期時間與顧客獲利力的關係、顧客生命週期時間的影響因素與多重通路的相關議題。\r\n本文以一家大型電視購物業的公司為個案，64,632名顧客30個月的交易資料為樣本，實證結果發現：（一） 顧客生命週期時間與顧客獲利力的關係為正向關係。（二）顧客的交易金額與顧客生命週期時間呈正向關係；平均間隔購買時間、自有品牌與耐久財對顧客生命週期時間的關係為反向關係；退貨次數與顧客生命週期時間是U字形關係。（三）自電視購物通路所取得的顧客，未來的顧客生命週期時間會較短，但自型錄通路所取得的顧客則會較長；來自電視通路的顧客利潤顯著高於其它通路。（四）使用多重通路的顧客其顧客生命週期時間顯著高於單一通路的使用者，但顧客利潤則顯著低於單一通路的使用者。zh_TW
dc.description.abstractNon-financial measures have been widely advocated and adopted, such as quality, customer satisfaction, defective rate, and on-time delivery rate. However, empirical research has little focus on customer lifetime. This study explores (1) the relationship between customer lifetime and customer profitability; (2) the determinants of customer lifetime; (3) the impact of multi-channel shopping on customer profitability and customer lifetime. \r\nUsing 64,632 customers level data (30 months) from a large TV Shopping company, this study finds: (1) the relationship between customer lifetime and customer profitability is positive; (2) customer transaction amount is positively related to customer lifetime duration; average interpurchase time, private brand, and durable goods are negatively related to customer lifetime duration; the relationship between customer’s return frequency and customer lifetime is U shape; (3) the customer lifetime duration of TV channel customers is shorter than that of other channel customers, but the customer profitability of TV channel customers is larger than that of other channel customers; (4) the customer lifetime duration of multi-channel customers is longer than that of single channel shoppers, but the customer profitability of multi-channel customers is less than that of single channel customers.en_US
dc.description.tableofcontents圖次 III\r\n表次 IV\r\n第一章 緒論 1\r\n第一節 研究背景與動機 1\r\n第二節 研究目的與問題 4\r\n第三節 研究方法 10\r\n第四節 研究貢獻 11\r\n第五節 論文架構 14\r\n第二章 文獻探討 16\r\n第一節 顧客生命週期與財務績效關係之相關文獻 16\r\n第二節 顧客生命週期影響因素之相關文獻 22\r\n第三節 多重通路與獲利動因、顧客獲利力、顧客生命週期之相關文獻 24\r\n第四節 研究延伸 28\r\n第三章 電視購物產業與個案公司介紹 30\r\n第一節 電視購物產業概況 30\r\n第二節 多重通路 32\r\n第三節 個案公司介紹 34\r\n第四章 研究方法 37\r\n第一節 觀念性架構 38\r\n第二節 假說發展 40\r\n第三節 顧客生命週期模型 51\r\n第四節 研究設計 57\r\n第五節 選樣標準、研究期間及資料蒐集 59\r\n第六節 實證模型與變數衡量 60\r\n第七節 資料分析方法 72\r\n第五章 實證結果與分析 74\r\n第一節 敍述性統計與相關分析 74\r\n第二節 顧客生命週期與財務績效關係 81\r\n第三節 顧客生命週期影響因素 83\r\n第四節 多重通路與顧客獲利力、顧客生命週期 86\r\n第五節 敏感性分析 92\r\n第六章 結論、研究限制與建議 138\r\n第一節 研究結論 138\r\n第二節 研究限制 146\r\n第三節 建議與未來研究方向 147\r\n參考文獻 149\r\n \r\n\r\n圖次\r\n\r\n圖1-1 平衡計分卡中顧客構面與財務構面的整合（顧客層級） 5\r\n圖1-2 論文架構 15\r\n圖4-1 本研究之觀念性架構 39\r\n圖4-2 個別顧客生命週期時間決定概念 52\r\n圖4-3 顧客區隔 61\r\n圖5-1 實際顧客生命週期與預計顧客生命週期次數比較 77\r\n圖5-2 顧客生命週期時間估計正確率累計分配 93\r\n \r\n表次\r\n表2-1 顧客生命週期模型之應用 21\r\n表3-1 三大電視購物頻道2005年營運概況 31\r\n表3-2 個案公司產品種類 35\r\n表5-1 變數敍述性統計 75\r\n表5-2 變數敍述性統計（月資料） 76\r\n表5-3 實際顧客生命週期與預計顧客生命週期次數分配表 77\r\n表5-4 各通路變數分析表 78\r\n表5-5 相關係數矩陣 80\r\n表5-6 顧客生命週期時間對顧客獲利力之影響 82\r\n表5-7 影響顧客生命週期時間之因素 85\r\n表5-8 通路類型對顧客生命週期時間之影響 85\r\n表5-9 通路類型對顧客利潤之影響 89\r\n表5-10 多重通路顧客與單一通路顧客對顧客生命週期時間之影響 90\r\n表5-11 多重通路顧客與單一通路顧客對顧客利潤之影響 91\r\n表5-12 顧客生命週期時間估計誤差表 93\r\n表5-13 影響預計顧客生命週期時間之因素- 驗證性樣本 94\r\n表5-14 影響實際顧客生命週期時間之因素- 驗證性樣本 95\r\n表5-15 通路類型對預計顧客生命週期時間之影響- 驗證性樣本 96\r\n表5-16 通路類型對實際顧客生命週期時間之影響- 驗證性樣本 97\r\n表5-17 多重通路顧客與單一通路顧客對預計顧客生命週期時間之影響- 驗證性樣本 98\r\n表5-18 多重通路顧客與單一通路顧客對實際顧客生命週期時間之影響- 驗證性樣本 99\r\n表5-19 顧客生命週期時間對顧客獲利力之影響(實際顧客生命週期） 101\r\n表5-20 顧客生命週期時間對顧客獲利力之影響（顧客層級） 102\r\n表5-21 多重通路顧客與單一通路顧客對顧客生命週期時間之影響(單一虛擬變數) 104\r\n表5-22 多重通路顧客與單一通路顧客對顧客生命週期時間之影響(單一虛擬變數) 105\r\n表5-23 多重通路顧客與單一通路顧客對顧客利潤之影響(單一虛擬變數) 106\r\n表5-24 多重通路顧客與單一通路顧客對顧客利潤之影響(單一虛擬變數) 107\r\n表5-25 影響預計顧客生命週期時間之因素–扣除只購物一次的樣本 109\r\n表5-26 影響顧客生命週期時間之因素（實際生命週期）- 扣除只購物一次的樣本 110\r\n表5-27 通路類型對預計顧客生命週期時間之影響¬- 扣除只購物一次的樣本 111\r\n表5-28 通路類型對實際顧客生命週期時間之影響¬-扣除只購物一次的樣本 112\r\n表5-29 通路類型對顧客利潤之影響-扣除只購物一次的樣本 113\r\n表5-30 多重通路顧客與單一通路顧客對預計顧客生命週期時間之影響-\r\n扣除只購物一次的樣本 114\r\n表5-31 多重通路顧客與單一通路顧客對實際顧客生命週期時間之影響-\r\n扣除只購物一次的樣本 115\r\n表5-32 多重通路顧客與單一通路顧客對顧客利潤之影響-\r\n扣除只購物一次的樣本 116\r\n表5-33 顧客購物通路順序對顧客生命週期影響 119\r\n表5-34 顧客購物通路順序對顧客生命週期影響（由相同通路至不同通路） 120\r\n表5-35 顧客購物通路順序對顧客利潤之影響 121\r\n表5-36 電視與型錄性別變數交易特徵比較 124\r\n表5-37 顧客生命週期時間之因素（交叉購買產品數二次曲線） 127\r\n表5-38 性別因素與其他變數之交叉項對顧客生命週期時間之影響 131\r\n表5-39 品牌因素與其他變數之交叉項對顧客生命週期時間之影響 132\r\n表5-40 性別因素與其他變數之交叉項對顧客獲利之力影響 133\r\n表5-41 品牌因素與其他變數之交叉項對顧客獲利之力影響 134\r\n表5-42 產品類別對預計顧客生命週期時間之因素 136\r\n表5-43 產品類別對顧客生命週期時間之因素（實際顧客生命週期） 137\r\n表6-1 實證研究結果彙總表 143zh_TW
dc.language.isoen_US-
dc.source.urihttp://thesis.lib.nccu.edu.tw/record/#G0893535051en_US
dc.subject顧客生命週期時間zh_TW
dc.subject顧客生命週期時間影響因素zh_TW
dc.subject多重通路zh_TW
dc.subject顧客獲利力zh_TW
dc.subjectcustomer lifetimeen_US
dc.subjectthe determinants of customer lifetimeen_US
dc.subjectcustomer profitabilityen_US
dc.subjectmulti-channelen_US
dc.title顧客生命週期及獲利力之相關性─田野實證研究zh_TW
dc.titleThe Relationship between Customer Lifetime and Customer Profitability:Field Empirical Evidencesen_US
dc.typethesisen
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