| dc.contributor.advisor | 樓永堅 | zh_TW |
| dc.contributor.advisor | Lou, Yung-Chien | en_US |
| dc.contributor.author (作者) | 魏聖忠 | zh_TW |
| dc.contributor.author (作者) | Wei, Sheng-Chung | en_US |
| dc.creator (作者) | 魏聖忠 | zh_TW |
| dc.creator (作者) | Wei, Sheng-Chung | en_US |
| dc.date (日期) | 2004 | en_US |
| dc.date.accessioned | 18-九月-2009 13:36:46 (UTC+8) | - |
| dc.date.available | 18-九月-2009 13:36:46 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 13:36:46 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0903555091 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35030 | - |
| dc.description (描述) | 博士 | 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 | zh_TW |
| dc.description (描述) | 90355509 | zh_TW |
| dc.description (描述) | 93 | zh_TW |
| dc.description.abstract (摘要) | 本研究提出一個四階段的消費者重購承諾心理評價程序模式，認為消費者將依據知覺品質和期望品質的比較形成品質失驗，然後藉由內在的價值函數將品質失驗轉換成為同樣是失驗觀點的個別交易滿意度（滿意度失驗）。在形成個別交易滿意度之後，消費者將依循累積滿意度基礎的個別交易滿意度邊際微調模型來形成當期的累積滿意度，並且依據當期的累積滿意度和當期的忠誠門檻值比較的結果，進而產生品牌忠誠或品牌轉換的行為意圖。整體而言，失驗觀點的個別交易滿意度（滿意度失驗）和品質失驗之間的關係大致服膺期望理論價值函數的特性。此外，本研究提出的累積滿意度基礎的個別交易滿意度邊際微調模型也獲得支持，並進一步確定累積滿意度的調整過程主要是採行性線的調整模式。最後，本研究提出的累積滿意度忠誠門檻模型亦獲得實證證據的充分支持。因此，一旦當期的累積滿意度決定之後，消費者將以他心目中對競爭品牌的累積滿意度做為比較的基礎、當作忠誠門檻值，進行焦點品牌累積滿意度和競爭品牌累積滿意度的比較，並且依據比較的結果形成品牌忠誠或品牌轉換的行為意圖。 | zh_TW |
| dc.description.abstract (摘要) | This study proposes a four-stage model about the process of consumers’ repurchase commitment. The model postulates that consumers would result in quality disconfirmation based on the result of comparison between perceived quality and expected quality, then transform it through intrinsic value function into transaction-specific satisfaction which is defined as satisfaction disconfirmation. Once transaction-specific satisfaction is formed, consumers would result in current cumulative satisfaction according to cumulative satisfaction-based transaction-specific satisfaction marginally adjusting model that depicts current cumulative satisfaction as a function of previous cumulative satisfaction and current transaction-specific satisfaction. And finally, according to loyal threshold model of cumulative satisfaction, intention to repurchase or switch buying would be formed based on the relative magnitude between cumulative satisfaction and loyal threshold which is defined as cumulative satisfaction towards a main competing brand.Overall speaking, the relation function between quality disconfirmation and transaction-specific satisfaction exhibits most traits of value function depicted in the prospect theory. Furthermore, the cumulative satisfaction-based transaction-specific satisfaction marginally adjusting model proposed by this study was supported by experimental data, and the result shows that the adjusting process of cumulative satisfaction complies mainly with linear adjusting model. And finally, the loyal threshold model of cumulative satisfaction was fully supported by experimental data, and the result implies that consumers would take the cumulative satisfaction towards a main competing brand as the comparing basis, i.e., loyal threshold, and then compare cumulative satisfaction towards a focal brand with this comparing basis to decide whether to repurchase the products of the focal brand or instead switching to buy the goods of the competing brand. | en_US |
| dc.description.tableofcontents | 第一章 緒論 1第二章 文獻探討第一節 失驗典範：期望失驗模型 7壹、期望品質：文獻上的歧異 8貳、整合性觀點：兩階段的服務品質滿意度評量觀點 10第二節 服務品質滿意度 11壹、兩階段評量模式 11貳、服務品質滿意度：個別交易滿意度和累積滿意度 17參、累積滿意度的調整機制：邊際微調模型 23肆、累積滿意度的衡量議題 31第三節 顧客忠誠度 33壹、累積滿意度決定的顧客忠誠度理論 33貳、品牌忠誠與品牌轉換的行為意圖：累積滿意度忠誠門檻模型 34參、累積滿意度門檻值的操作化定義 38第三章 研究架構與研究方法第一節 研究架構 40第二節 實驗設計與變數衡量 42壹、實驗設計 42貳、變數衡量 42第三節 前測與結果 45壹、前測一 46貳、前測二 49參、前測三 54肆、前測四 68第四節 實驗程序、問卷內容與分析方法 72壹、實驗程序 72貳、問卷內容 73參、分析方法 74第四章 分析與結果第一節 操弄檢定 76第二節 假設檢定 80壹、容忍區間對品質失驗和個別交易滿意度函數型態的影響 80貳、累積滿意度與個別交易滿意度：邊際微調模型的驗證 90參、顧客忠誠度、累積滿意度與個別交易滿意度：累積滿意度中介角色的驗證 95肆、品牌忠誠或品牌轉換的行為意圖與累積滿意度：累積滿意度忠誠門檻模型的驗證 96第五章 研究結論、意涵與限制第一節 研究結論 98第二節 研究意涵 102壹、理論意涵 102貳、實務意涵 105第三節 研究限制與未來研究方向 116壹、研究限制 116貳、未來研究方向 117參考文獻 120附錄附錄1：前測問卷一 132附錄2：前測問卷二 133附錄3：前測問卷三 135附錄4.1：前測問卷四—知覺品質水準尺度1 141附錄4.2：前測問卷四—知覺品質水準尺度2—12 143附錄5.1：正式問卷—情境A 147附錄5.2：正式問卷—情境B、E、F、G、H、I、K和情境L 154附錄6.1：後測問卷—情境A 157附錄6.2：後測問卷—情境B—L 160附錄7.1：品質失驗和個別交易滿意度的迴歸配適圖 161附錄7.2：品質失驗和知覺滿意度vs.品質失驗和滿意度失驗的迴歸配適圖 165表目錄表1 經常性消費活動類別及提及次數 47表2 影響速食店消費品質的因素及提及次數 50表3.1 各種模擬情境的知覺品質：未排序 55表3.2 各種模擬情境的知覺品質：依平均數排序 58表3.3 知覺品質水準與模擬操弄情境—依t值排序 63表4 各知覺品質水準所選定的模擬操弄情境 67表5.1 各知覺品質水準對應的模擬操弄情境：對應容忍區間尺度的範圍 69表5.2 各知覺品質水準的模擬操弄情境：受測者間知覺品質區間 71表6.1 各模擬操弄情境所對應的容忍區間尺度的範圍 78表6.2 各模擬操弄情境的知覺品質區間：受測者間知覺品質 79表7.1 品質失驗和個別交易滿意度之迴歸分析 81表7.2 品質失驗和個別交易滿意度之迴歸分析：區分正負向失驗 82表7.3 正、負向品質失驗和個別交易滿意度之不同影響 83表7.4 正向品質失驗和個別交易滿意度的函數關係：J檢定 84表7.5 品質失驗和個別交易滿意度：容忍區間個別區間的迴歸分析 85表7.6 品質失驗與個別交易滿意度和知覺滿意度：解釋能力的比較 90表8.1 個別交易滿意度和累積滿意度之迴歸分析：曲線模式 91表8.2 個別交易滿意度和累積滿意度之迴歸分析：線性模式 91表8.3 個別交易滿意度和累積滿意度之迴歸分析：取自然對數 92表8.4 負向個別交易滿意度失驗和累積滿意度函數關係：J檢定 94表8.5 正向個別交易滿意度失驗和累積滿意度函數關係：J檢定 94表9 顧客忠誠度、累積滿意度與個別交易滿意度：中介關係之迴歸分析 95表10.1 品牌忠誠或品牌轉換的行為意圖與累積滿意度和忠誠門檻值之差距：羅吉斯迴歸分析 96表10.2 品牌忠誠或品牌轉換的行為意圖與累積滿意度和忠誠門檻值之相對大小：列聯表分析 97表11 新產品或服務推廣策略的原則與適用情況 111圖目錄圖1 期望品質的層次 11圖2 無異區間對失驗的影響 12圖3 知覺品質與失驗軸之對應：服務品質之決定 13圖4 滿意度函數 15圖5 期望容忍區間對滿意度函數型態的影響 16圖6 服務品質滿意度 22圖7 個別交易滿意度與累積滿意度 25圖8.1 累積滿意度與個別交易滿意度：線性關係 29圖8.2 累積滿意度與個別交易滿意度：曲線關係 30圖9 累積滿意度門檻與品牌忠誠或品牌轉換行為 36圖9.1 累積滿意度門檻與品牌忠誠或品牌轉換行為—從品牌轉換到品牌忠誠 37圖9.2 累積滿意度門檻與品牌忠誠或品牌轉換行為—從品牌忠誠到品牌轉換 37圖10 研究架構：消費者重購承諾心理評價程序四階段模式 41 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0903555091 | en_US |
| dc.subject (關鍵詞) | 品質失驗 | zh_TW |
| dc.subject (關鍵詞) | 滿意度失驗 | zh_TW |
| dc.subject (關鍵詞) | 個別交易滿意度 | zh_TW |
| dc.subject (關鍵詞) | 累積滿意度 | zh_TW |
| dc.subject (關鍵詞) | 邊際微調模型 | zh_TW |
| dc.subject (關鍵詞) | 忠誠門檻模型 | zh_TW |
| dc.subject (關鍵詞) | Quality Disconfirmation | en_US |
| dc.subject (關鍵詞) | Satisfaction Disconfirmation | en_US |
| dc.subject (關鍵詞) | Transaction-Specific Satisfaction | en_US |
| dc.subject (關鍵詞) | Cumulative Satisfaction | en_US |
| dc.subject (關鍵詞) | Marginally Adjusting Model | en_US |
| dc.subject (關鍵詞) | Royal Threshod Model | en_US |
| dc.title (題名) | 累積滿意度邊際微調模型之研究—消費者失驗之觀點 | zh_TW |
| dc.title (題名) | A Study on Cumulative Satisfaction-Based Transaction-Specific Satisfaction Marginally Adjusting Model: Consumers` Disconfirmation Perspective | en_US |
| dc.type (資料類型) | thesis | en |
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