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題名 個人代購業顧客忠誠度與行為影響因素研究-以韓國明星週邊代購為例
Exploring factors influencing customer loyalty and behavior in personal purchasing agent: A case study of Korean celebrity merchandise作者 林資翊
Lin, Tzu-Yi貢獻者 白佩玉<br>羅明琇
林資翊
Lin, Tzu-Yi關鍵詞 個人代購
顧客忠誠度
信任建立
社群經營
韓國明星週邊
Personal purchasing agents
Customer loyalty
Trust-building
Social media management
Korean celebrity merchandise日期 2025 上傳時間 1-Sep-2025 15:12:25 (UTC+8) 摘要 在數位科技快速發展與韓流文化全球擴散的背景下，個人代購業逐漸成為跨境消費的重要管道，特別是在韓國明星周邊商品等高度涉入的小眾市場中，展現出其靈活與高互動性的經營優勢。與大型電商或官方通路不同，個人代購仰賴非正式社群與人際互動維繫顧客關係，因此「顧客忠誠度」的建立與維持，成為其長期營運成敗的關鍵之一。本研究以韓國明星週邊個人代購為例，採取質性研究方法，透過半結構式深度訪談蒐集八位實際消費者的經驗，探討影響顧客忠誠度與行為的關鍵因素。 本研究從顧客角度出發，歸納出顧客在初次接觸、重複購買、推薦行為等歷程中，所受影響的關鍵變數，包含：交易便利性、價格優勢、服務品質、資訊透明度、社群互動、信任建立及情感連結等。其中，「信任」為影響忠誠行為的核心基礎，顧客更傾向持續支持品質穩定的代購業者，即便面對市場上價格較低或新的替代選擇，也未必輕易轉換對象。社群媒體雖非直接決策因素，卻在資訊傳遞與關係建構上扮演重要角色，有助於形塑代購者的專業形象與顧客黏著度。 研究亦發現，顧客忠誠並非靜態現象，而是受服務品質波動、市場競爭與個人經驗影響之動態狀態。當代購者無法維持穩定經營或處理不當，顧客即可能轉向他人；反之，若能建立制度化的會員制度與回饋機制、持續互動並展現關懷與誠意，則更有機會培養忠實顧客並形成正向口碑循環。綜合而言，本研究不僅補足學術界對個人代購顧客關係管理之研究缺口，亦為代購業者提供具體的實務建議與策略參考，對於提升顧客忠誠與穩定經營具有實質貢獻。
With the rapid advancement of digital technology and the global popularity of Korean pop culture, personal purchasing agents have emerged as a crucial channel for cross-border consumption. In niche markets such as Korean celebrity merchandise, personal agents demonstrate unique advantages in flexibility and customer interaction. Unlike formal platforms or large-scale e-commerce systems, personal purchasing heavily relies on informal social networks and interpersonal relationships to maintain customer connections. Therefore, cultivating customer loyalty has become a key factor in the sustainability of personal agent businesses. This study adopts a qualitative approach, conducting semi-structured interviews with eight consumers who have experience purchasing Korean celebrity-related goods through personal agents. The aim is to explore the critical factors that influence customer loyalty and behavior. The analysis identifies several core factors affecting consumer decisions throughout their engagement journey—from initial interaction to repeat purchase and referral behavior—including convenience, price advantage, service quality, information transparency, social engagement, trust-building, and emotional connection. Among these, trust emerged as the central determinant of loyalty. Consumers are more inclined to continue purchasing from agents who exhibit consistent performance and clear communication, even when faced with newer or cheaper alternatives. While social media may not directly influence purchase decisions, it plays an important role in information dissemination and relationship development, contributing to perceived professionalism and customer stickiness. Findings also reveal that customer loyalty is a dynamic process influenced by service consistency, market competition, and individual experiences. If agents fail to maintain reliable operations or mishandle transactions, customers may seek alternatives. Conversely, those who establish structured loyalty programs, provide regular updates, and demonstrate sincerity in interactions are more likely to cultivate long-term support and generate positive word-of-mouth. This study not only fills a gap in academic research on customer relationship management in personal purchasing but also offers practical recommendations for improving customer retention and sustainable business growth.參考文獻 壹、中文文獻 1. 史勤波（2006）。網路代購產生的原因及其發展需注意的問題。經濟論壇，第十一期，69-70。 2. 吳立偉、張國雄、鍾沛蔓（2011）。認知價值、關係品質與忠誠階段之探討。台灣管理學刊，11(1)，1-28。 3. 林金定、嚴嘉楓、陳美花 （2005） 。質性研究方法：訪談模式與實施步驟分析。身心障礙研究，3(2)，122-136。 4. 崔恩山（2013）。探討網路代購之服務品質－以個人代購業者為例，碩士論文，國立臺北科技大學管理學院工業工程與管理 EMBA 專班，台灣台北。 5. 資策會產業情報處（2018）。網購大調查系列三 2017 跨境網購年消費額成長 5.4％，檢自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=490，搜尋日期：2025 年 5 月15 日。 6. 韓聯社（2024）。韓2022年文創產業出口額銷售額雙雙創新高。https://cb.yna.co.kr/gate/big5/cn.yna.co.kr/view/ACK20240105002600881。搜尋日期：2025 年 5 月 12 日。 貳、英文文獻 1. Baethge, C., Klier, J., & Klier, M. (2016). Social commerce—state-of-the-art and future research directions. Electronic Markets, 26(3), 269–290. 2. Bai, Y., Yao, Z., & Dou, Y. F. (2015). 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Social commerce: A contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311–323. 51. Zhang, K. Z. K., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86, 95–108. 52. Zhang, M., Hartley, J. L., Al-Husan, F. B., & Al-Hussan, F. B. (2021). Informal inter-organizational business relationships and customer loyalty: Comparing guanxi, Yongo, and wasta. International Business Review, 30(3), 101-102. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363024資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112363024 資料類型 thesis dc.contributor.advisor 白佩玉<br>羅明琇 zh_TW dc.contributor.author (Authors) 林資翊 zh_TW dc.contributor.author (Authors) Lin, Tzu-Yi en_US dc.creator (作者) 林資翊 zh_TW dc.creator (作者) Lin, Tzu-Yi en_US dc.date (日期) 2025 en_US dc.date.accessioned 1-Sep-2025 15:12:25 (UTC+8) - dc.date.available 1-Sep-2025 15:12:25 (UTC+8) - dc.date.issued (上傳時間) 1-Sep-2025 15:12:25 (UTC+8) - dc.identifier (Other Identifiers) G0112363024 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/159117 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 112363024 zh_TW dc.description.abstract (摘要) 在數位科技快速發展與韓流文化全球擴散的背景下，個人代購業逐漸成為跨境消費的重要管道，特別是在韓國明星周邊商品等高度涉入的小眾市場中，展現出其靈活與高互動性的經營優勢。與大型電商或官方通路不同，個人代購仰賴非正式社群與人際互動維繫顧客關係，因此「顧客忠誠度」的建立與維持，成為其長期營運成敗的關鍵之一。本研究以韓國明星週邊個人代購為例，採取質性研究方法，透過半結構式深度訪談蒐集八位實際消費者的經驗，探討影響顧客忠誠度與行為的關鍵因素。 本研究從顧客角度出發，歸納出顧客在初次接觸、重複購買、推薦行為等歷程中，所受影響的關鍵變數，包含：交易便利性、價格優勢、服務品質、資訊透明度、社群互動、信任建立及情感連結等。其中，「信任」為影響忠誠行為的核心基礎，顧客更傾向持續支持品質穩定的代購業者，即便面對市場上價格較低或新的替代選擇，也未必輕易轉換對象。社群媒體雖非直接決策因素，卻在資訊傳遞與關係建構上扮演重要角色，有助於形塑代購者的專業形象與顧客黏著度。 研究亦發現，顧客忠誠並非靜態現象，而是受服務品質波動、市場競爭與個人經驗影響之動態狀態。當代購者無法維持穩定經營或處理不當，顧客即可能轉向他人；反之，若能建立制度化的會員制度與回饋機制、持續互動並展現關懷與誠意，則更有機會培養忠實顧客並形成正向口碑循環。綜合而言，本研究不僅補足學術界對個人代購顧客關係管理之研究缺口，亦為代購業者提供具體的實務建議與策略參考，對於提升顧客忠誠與穩定經營具有實質貢獻。 zh_TW dc.description.abstract (摘要) With the rapid advancement of digital technology and the global popularity of Korean pop culture, personal purchasing agents have emerged as a crucial channel for cross-border consumption. In niche markets such as Korean celebrity merchandise, personal agents demonstrate unique advantages in flexibility and customer interaction. Unlike formal platforms or large-scale e-commerce systems, personal purchasing heavily relies on informal social networks and interpersonal relationships to maintain customer connections. Therefore, cultivating customer loyalty has become a key factor in the sustainability of personal agent businesses. This study adopts a qualitative approach, conducting semi-structured interviews with eight consumers who have experience purchasing Korean celebrity-related goods through personal agents. The aim is to explore the critical factors that influence customer loyalty and behavior. The analysis identifies several core factors affecting consumer decisions throughout their engagement journey—from initial interaction to repeat purchase and referral behavior—including convenience, price advantage, service quality, information transparency, social engagement, trust-building, and emotional connection. Among these, trust emerged as the central determinant of loyalty. Consumers are more inclined to continue purchasing from agents who exhibit consistent performance and clear communication, even when faced with newer or cheaper alternatives. While social media may not directly influence purchase decisions, it plays an important role in information dissemination and relationship development, contributing to perceived professionalism and customer stickiness. Findings also reveal that customer loyalty is a dynamic process influenced by service consistency, market competition, and individual experiences. If agents fail to maintain reliable operations or mishandle transactions, customers may seek alternatives. Conversely, those who establish structured loyalty programs, provide regular updates, and demonstrate sincerity in interactions are more likely to cultivate long-term support and generate positive word-of-mouth. This study not only fills a gap in academic research on customer relationship management in personal purchasing but also offers practical recommendations for improving customer retention and sustainable business growth. en_US dc.description.tableofcontents 摘要 II ABSTRACT III 目次 V 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 2 第三節 研究流程 3 第貳章 文獻探討 5 第一節 個人網路代購 5 第二節 線上信任建立 8 第三節 顧客忠誠度維繫 10 第四節 社群商務與社群客戶關係管理 11 第參章 研究方法 16 第一節 質性訪談法 16 第二節 研究個案 18 第三節 訪談問題 24 第四節 訪談對象 29 第肆章 訪談分析 31 第一節 尋找代購的動機 31 第二節 購買決策 33 第三節 顧客的忠誠表現 34 第四節 社群經營與顧客忠誠度之關係 36 第五節 影響忠誠度的變數 38 第六節 顧客推薦與口碑影響 40 第七節 代購業者如何提升顧客忠誠度 43 第伍章 結論與建議 46 第一節 研究結論 46 第二節 實務建議 49 第三節 研究限制與未來研究建議 50 參考文獻 52 壹、中文文獻 52 貳、英文文獻 53 zh_TW dc.format.extent 1966134 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112363024 en_US dc.subject (關鍵詞) 個人代購 zh_TW dc.subject (關鍵詞) 顧客忠誠度 zh_TW dc.subject (關鍵詞) 信任建立 zh_TW dc.subject (關鍵詞) 社群經營 zh_TW dc.subject (關鍵詞) 韓國明星週邊 zh_TW dc.subject (關鍵詞) Personal purchasing agents en_US dc.subject (關鍵詞) Customer loyalty en_US dc.subject (關鍵詞) Trust-building en_US dc.subject (關鍵詞) Social media management en_US dc.subject (關鍵詞) Korean celebrity merchandise en_US dc.title (題名) 個人代購業顧客忠誠度與行為影響因素研究-以韓國明星週邊代購為例 zh_TW dc.title (題名) Exploring factors influencing customer loyalty and behavior in personal purchasing agent: A case study of Korean celebrity merchandise en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 壹、中文文獻 1. 史勤波（2006）。網路代購產生的原因及其發展需注意的問題。經濟論壇，第十一期，69-70。 2. 吳立偉、張國雄、鍾沛蔓（2011）。認知價值、關係品質與忠誠階段之探討。台灣管理學刊，11(1)，1-28。 3. 林金定、嚴嘉楓、陳美花 （2005） 。質性研究方法：訪談模式與實施步驟分析。身心障礙研究，3(2)，122-136。 4. 崔恩山（2013）。探討網路代購之服務品質－以個人代購業者為例，碩士論文，國立臺北科技大學管理學院工業工程與管理 EMBA 專班，台灣台北。 5. 資策會產業情報處（2018）。網購大調查系列三 2017 跨境網購年消費額成長 5.4％，檢自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=490，搜尋日期：2025 年 5 月15 日。 6. 韓聯社（2024）。韓2022年文創產業出口額銷售額雙雙創新高。https://cb.yna.co.kr/gate/big5/cn.yna.co.kr/view/ACK20240105002600881。搜尋日期：2025 年 5 月 12 日。 貳、英文文獻 1. 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