| dc.contributor.advisor | 吳安妮 | zh_TW |
| dc.contributor.author (Authors) | 劉俊儒 | zh_TW |
| dc.contributor.author (Authors) | Liu, Chun-Ju | en_US |
| dc.creator (作者) | 劉俊儒 | zh_TW |
| dc.creator (作者) | Liu, Chun-Ju | en_US |
| dc.date (日期) | 2006 | en_US |
| dc.date.accessioned | 11-Sep-2009 17:34:21 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 17:34:21 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 17:34:21 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0893535051 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/30270 | - |
| dc.description (描述) | 博士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 會計研究所 | zh_TW |
| dc.description (描述) | 89353505 | zh_TW |
| dc.description (描述) | 95 | zh_TW |
| dc.description.abstract (摘要) | 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。 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.abstract (摘要) | Non-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. Using 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 表次 IV 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 4 第三節 研究方法 10 第四節 研究貢獻 11 第五節 論文架構 14 第二章 文獻探討 16 第一節 顧客生命週期與財務績效關係之相關文獻 16 第二節 顧客生命週期影響因素之相關文獻 22 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 第四節 研究延伸 28 第三章 電視購物產業與個案公司介紹 30 第一節 電視購物產業概況 30 第二節 多重通路 32 第三節 個案公司介紹 34 第四章 研究方法 37 第一節 觀念性架構 38 第二節 假說發展 40 第三節 顧客生命週期模型 51 第四節 研究設計 57 第五節 選樣標準、研究期間及資料蒐集 59 第六節 實證模型與變數衡量 60 第七節 資料分析方法 72 第五章 實證結果與分析 74 第一節 敍述性統計與相關分析 74 第二節 顧客生命週期與財務績效關係 81 第三節 顧客生命週期影響因素 83 第四節 多重通路與顧客獲利力、顧客生命週期 86 第五節 敏感性分析 92 第六章 結論、研究限制與建議 138 第一節 研究結論 138 第二節 研究限制 146 第三節 建議與未來研究方向 147 參考文獻 149 圖次 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 圖1-2 論文架構 15 圖4-1 本研究之觀念性架構 39 圖4-2 個別顧客生命週期時間決定概念 52 圖4-3 顧客區隔 61 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 圖5-2 顧客生命週期時間估計正確率累計分配 93 表次 表2-1 顧客生命週期模型之應用 21 表3-1 三大電視購物頻道2005年營運概況 31 表3-2 個案公司產品種類 35 表5-1 變數敍述性統計 75 表5-2 變數敍述性統計（月資料） 76 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 表5-4 各通路變數分析表 78 表5-5 相關係數矩陣 80 表5-6 顧客生命週期時間對顧客獲利力之影響 82 表5-7 影響顧客生命週期時間之因素 85 表5-8 通路類型對顧客生命週期時間之影響 85 表5-9 通路類型對顧客利潤之影響 89 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 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 表5-12 顧客生命週期時間估計誤差表 93 表5-13 影響預計顧客生命週期時間之因素- 驗證性樣本 94 表5-14 影響實際顧客生命週期時間之因素- 驗證性樣本 95 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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- 扣除只購物一次的樣本 114 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- 扣除只購物一次的樣本 115 表5-32 多重通路顧客與單一通路顧客對顧客利潤之影響- 扣除只購物一次的樣本 116 表5-33 顧客購物通路順序對顧客生命週期影響 119 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 表5-35 顧客購物通路順序對顧客利潤之影響 121 表5-36 電視與型錄性別變數交易特徵比較 124 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 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 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 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 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 表5-42 產品類別對預計顧客生命週期時間之因素 136 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 表6-1 實證研究結果彙總表 143 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0893535051 | en_US |
| dc.subject (關鍵詞) | 顧客生命週期時間 | zh_TW |
| dc.subject (關鍵詞) | 顧客生命週期時間影響因素 | zh_TW |
| dc.subject (關鍵詞) | 多重通路 | zh_TW |
| dc.subject (關鍵詞) | 顧客獲利力 | zh_TW |
| dc.subject (關鍵詞) | customer lifetime | en_US |
| dc.subject (關鍵詞) | the determinants of customer lifetime | en_US |
| dc.subject (關鍵詞) | customer profitability | en_US |
| dc.subject (關鍵詞) | multi-channel | en_US |
| dc.title (題名) | 顧客生命週期及獲利力之相關性─田野實證研究 | zh_TW |
| dc.title (題名) | The Relationship between Customer Lifetime and Customer Profitability:Field Empirical Evidences | en_US |
| dc.type (資料類型) | thesis | en |
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