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題名 信任對消費者行為影響之研究–以台灣電視購物產業為例
A study of the influence of trust on consumer behavior - Taiwan TV shopping作者 秦民 貢獻者 于卓民
秦民關鍵詞 電視購物
信任
消費者行為
滿意度
忠誠度
結構方程模式日期 2010 上傳時間 29-Sep-2011 16:54:49 (UTC+8) 摘要 本研究運用結構方程模式，驗證電視購物產業中，信任對消費者行為的影響。研究結果發現：電視購物產業中，特性滿意度正向影響顧客滿意度，顧客滿意度正向影響顧客忠誠度，信任正向影響顧客忠誠度及特性滿意度。「品質→滿意→忠誠」此一消費者的行為模式，在電視購物產業中仍然適用。其中，特性滿意度對顧客滿意度的影響極大，而特性滿意度的影響來自商品、節目、促銷及服務四大構面。各個構面之間相關極高且對特性滿意度的相關差異不大，顯示每一次的交易關係，或僅僅是節目的播出、促銷訊息的傳遞以及服務的接觸，都會對顧客滿意度產生影響。此外，研究結果發現：電視購物產業中，除了顧客滿意度之外，信任是顧客忠誠度的形成的主要前因。電視購物產業與電子商務產業類似，因為顧客無法從銷售人員的肢體動作評估其是否值得信任，也無法從店家的裝潢陳列評估店家，或是把玩商品評估商品的品質。顧客的不確定性因此增加，信任對忠誠的影響也因此增加。從管理的意涵來看，電視購物業者當前的經營重點，應落實商品以及節目素材的管理，以避免從業人員為了業績而違反法令規範。如此才能讓顧客認為電視購物業者信守承諾，以建立顧客信任，進而產生顧客忠誠。其次，資安議題關係到業者是否值得信賴，因此是顧客信任的另一個重要基石。對電視購物業者而言，資安的強化，除了避免違反法令所帶來的賠償風險，其實是建立顧客信任的重要投資。長期而言，對顧客忠誠以及長期利潤都會有正向的影響。 參考文獻 一、 中文部分
1.周泰華，黃俊英，郭德賓，1999，「服務品質與顧客滿意評量模式之比較研究」，輔仁管理評論，6卷1期，頁37~68。
2.經濟部統計處網站，「批發、零售及餐飲業動態調查」。
3.經濟部，2007，「無店面零售業營運模式研究報告」， 96 年度電子商務法制及基礎環境建構計畫。
二、 英文部分
1.Aaker, D. A., (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
2.Anderson, Eugene W., Fornell, Claes, and Lehmann, Donald R., (1994), “Customer satisfaction, market share, and profitability: Findings from Sweden”, Journal of Marketing. 58, 3: 53-66.
3.Anderson, James C. and Gerbing, David W., (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach”, Psychological Bulletin. 103, 3: 411-423.
4.Babin, Barry J. and Griffin, Mitch, (1998), “The nature of satisfaction: An updated examination and analysis”, Journal of Business Research. 41, 2: 127-136.
5.Bagozzi, Richard P. and Yi, Youjae, (1988), “On the Evaluation of Structural Equation Models”, Journal of the Academy of Marketing Science. 16, 1: 74-94.
6.Bentler, P. M., (1985), Theory and implementation of EQS: A Structural equations Program, Los Angeles, CA: BMDP Statistical Softwear.
7.Berry, Leonard L., (1995), “Relationship marketing of services - Growing interest, emerging perspectives”, Journal of the Academy of Marketing Science. 23, 4: 236-245.
8.Boulding, William, Kalra, Ajay, Staelin, Richard, and Zeithaml, Valarie A., (1993), “A dynamic process model of service quality: From expectations to behavioral intentions”, Journal of Marketing Research. 30, 1: 7-27.
9.Carman, James M., (1990), “Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions”, Journal of Retailing, 66, 1: 33-55.
10.Chaudhuri, Arjun and Holbrook, Morris B., (2001), “The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty”, Journal of Marketing. 65, 2: 81-93.
11.Chiou, Jyh-Shen, (2004), “The antecedents of consumers` loyalty toward Internet Service Providers”, Information & Management. 41, 6: 685-695.
12.Chiou, Jyh-Shen and Droge, Cornelia, (2006), “Service Quality, Trust, Specific Asset Investment, and Expertise: Direct and Indirect Effects in a Satisfaction-Loyalty Framework”, Journal of the Academy of Marketing Science. 34, 4: 613-627.
13.Czepiel, John A., Rosenberg, Larry J., and Akerele, Adeboyo, (1975), “Perspectives on Consumer Satisfaction”, in 1974 Combined Proceedings, Chicago: American Marketing Association, 119-123.
14.Czepiel, John A. and Rosenberg, Larry J., (1977), “Consumer satisfaction: Concept and measurement”, Journal of the Academy of Marketing Science. 5, 4: 403-411.
15.Dabholkar, Pratibha A., Thorpe, Dayle I., and Rentz, Joseph O., (1996), “A measure of Service Quality for Retail Stores: Scale Development and Validation”, Journal of the Academy of Marketing Science. 24, 1: 3-16.
16.Dawes, John, (2008), “Do data characteristics change according to the number of scale points used? An experiment using 5-point, 7-point and 10-point scales”, International Journal of Market Research. 50, 1: 61-77
17.Dick, Alan S. and Basu, Kunal, (1994), “Customer loyalty: Toward an integrated conceptual framework”, Journal of the Academy of Marketing Science. 22, 2: 99-113.
18.Doney, Patricia M. and Cannon, Joseph P., (1997), “An examination of the nature of trust in buyer-seller relationships”, Journal of Marketing. 61, 2: 35-51.
19.Fornell, Claes and Larcker, David F., (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research. 18, 1:39-50.
20.Fornell, Claes, Johnson, Michael D., Anderson, Eugene W., Cha, Jaesung, and Bryant, Barbara Everitt, (1996), “The American Customer Satisfaction Index: Nature, purpose, and findings”, Journal of Marketing. 60, 4: 7-18.
21.Finn, David W. and Lamb Jr., Charles W., (1991), “An Evaluation of the SERVQUAL Scales in a Retailing Setting”, Advances in Consumer Research, 18, 1: 483-490.
22.Ganesan, Shankar, (1994), “Determinants of long-term orientation in buyer-seller relationships”, Journal of Marketing. 58, 2: 1-19.
23.Ganesh, Jaishankar, Arnold, Mark J., and Reynolds, Kristy E., (2000), “Understanding the customer base of service providers: An examination of the differences between switchers and stayers”, Journal of Marketing. 64, 3: 65-87.
24.Garbarino, Ellen and Johnson, Mark S., (1999), “The different roles of satisfaction, trust, and commitment in customer relationships”, Journal of Marketing. 63, 2: 70-87.
25.Gefen, David, (2000), “E-Commerce: The Role of Familiarity and Trust”, Omega: The International Journal of Management Science. 28, 6: 725-737.
26.Gefen, David, (2002), “Reflections on the dimensions of trust and trustworthiness among online consumers”, Database for Advances in Information Systems. 33, 3: 38-53.
27.Gefen, David, Karahanna, Elena, and Straub, Detmar W., (2003), “Trust and TAM in online shopping: An integrated model”, MIS Quarterly. 27, 1 (Mar): 51-90.
28.Hu, Li-tze and Bentler, Peter M., (1999), “Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives”, Structural Equation Modeling, 6, 1: 1-55.
29.Jarvenpaa, Sirkka L., Knoll, Kathleen, and Leidner, Dorothy E., (1998), “Is Anybody Out There? Antecedents of Trust in Global Virtual Teams”, Journal of Management Information Systems. 14, 4: 29-64.
30.Jarvenpaa,Sirkka L., Tractinsky, Noam, and Vitale, Michael, (2000), “Consumer trust in an Internet store “, Information Technology and Management. 1, 1-2: 45-71.
31.Javalgi, Rajshekhar Raj G.. and Moberg, Christopher R., (1997), “Service loyalty: implications for service providers”, The Journal of Services Marketing. 11, 3: 165.
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33.Jones, Michael A. and Suh, Jaebeom, (2000), “Transaction-specific satisfaction and overall satisfaction: an empirical analysis”, The Journal of Services Marketing. 14, 2: 147-159.
34.Kline, R. B., (2005). Principles and practice of structural equation modeling（2nd ed）.New York；London :Guilford.
35.Kotler, P., and Keller, K. L., (2006), Marketing Management, Pearson International Edition, 12e.
36.Mayer, Roger C., Davis, James H., and Schoorman, F. David, (1995), “An integration model of organizational trust “, Academy of Management. The Academy of Management Review. 20, 3: 709-734.
37.Mayer, Roger C. and Davis, James H., (1999), “The effect of the performance appraisal system on trust for management: A field quasi-experiment”, Journal of Applied Psychology. 84, 1: 123-136.
38.McKnight, D. Harrison, Choudhury, Vivek, and Kacmar, Charles, (2002), “Developing and Validating Trust Measures for e-Commerce: An Integrative Typology”, Information Systems Research, 13, 3 (Sep): 334-359.
39.Mittal, Vikas, Ross Jr, William T., and Baldasare, Patrick M., (1998), “The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions”, Journal of Marketing. 62, 1: 33-47.
40.Mittal, Vikas, Cumar, Pankaj, and Tsiros, Michael, (1999), “Attribute-level performance satisfaction, and behavioral intentions over time: A consumption-system approach”, Journal of Marketing. 63, 2: 88-101.
41.Moorman, Christine, Zaltman, Gerald, and Deshpande, Rohit, (1992), “Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations”, Journal of Marketing Research. 29, 3: 314-328.
42.Morgan, Robert M., and Hunt, Shelby D., (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing. 58, 3: 20-38.
43.Nunnally, J. C., (1978), Psychometric Theory, 2nd ed., McGraw-Hill, New York.
44.Oliver, Richard L., (1993), “Cognitive, affective, and attribute bases of the satisfaction response”, Journal of Consumer Research. 20, 3: 418-430.
45.Oliver, Richard L., (1999), “Whence consumer loyalty?”, Journal of Marketing. 63: 33-44.
46.Parasuraman, A., Zeithaml, Valarie A., and Berry, Leonard L., (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, 64, 1: 12-40.
47.Parasuraman, A., Zeithaml, Valarie A., and Berry, Leonard L., (1994), “Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research”, Journal of Marketing. 58, 1: 111-124.
48.Reichheld, Frederick F. and Sasser, W. Earl, Jr., (1990), “Zero Defections: Quality Comes to Services”, Harvard Business Review. 68, 5 (Sep/Oct): 105-111.
49.Reichheld, Frederick F., (1993), “Loyalty-based management”, Harvard Business Review. Boston: 71, 2 (Mar/Apr): 64-73.
50.Reichheld, Frederick F. and Schefter, Phil, (2000), “E-loyalty: Your secret weapon on the Web”, Harvard Business Review. 78, 4: 105-113.
51.Singh, Jagdip and Sirdeshmukh, Deepak, (2000), “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments”, Journal of the Journal of the Academy of Marketing Science, 28, 1: 150-167.
52.Teas, R Kenneth, (1993), “Expectations, performance evaluation, and consumers` perceptions of quality”, Journal of Marketing. 57, 4: 18-34.
53.Westbrook, Robert A., (1981), “Sources of Consumer Satisfaction with Retail Outlets”, Journal of Retailing. 57, 3: 68-85.描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
95932045
99資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095932045 資料類型 thesis dc.contributor.advisor 于卓民 zh_TW dc.contributor.author (Authors) 秦民 zh_TW dc.creator (作者) 秦民 zh_TW dc.date (日期) 2010 en_US dc.date.accessioned 29-Sep-2011 16:54:49 (UTC+8) - dc.date.available 29-Sep-2011 16:54:49 (UTC+8) - dc.date.issued (上傳時間) 29-Sep-2011 16:54:49 (UTC+8) - dc.identifier (Other Identifiers) G0095932045 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/50873 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 95932045 zh_TW dc.description (描述) 99 zh_TW dc.description.abstract (摘要) 本研究運用結構方程模式，驗證電視購物產業中，信任對消費者行為的影響。研究結果發現：電視購物產業中，特性滿意度正向影響顧客滿意度，顧客滿意度正向影響顧客忠誠度，信任正向影響顧客忠誠度及特性滿意度。「品質→滿意→忠誠」此一消費者的行為模式，在電視購物產業中仍然適用。其中，特性滿意度對顧客滿意度的影響極大，而特性滿意度的影響來自商品、節目、促銷及服務四大構面。各個構面之間相關極高且對特性滿意度的相關差異不大，顯示每一次的交易關係，或僅僅是節目的播出、促銷訊息的傳遞以及服務的接觸，都會對顧客滿意度產生影響。此外，研究結果發現：電視購物產業中，除了顧客滿意度之外，信任是顧客忠誠度的形成的主要前因。電視購物產業與電子商務產業類似，因為顧客無法從銷售人員的肢體動作評估其是否值得信任，也無法從店家的裝潢陳列評估店家，或是把玩商品評估商品的品質。顧客的不確定性因此增加，信任對忠誠的影響也因此增加。從管理的意涵來看，電視購物業者當前的經營重點，應落實商品以及節目素材的管理，以避免從業人員為了業績而違反法令規範。如此才能讓顧客認為電視購物業者信守承諾，以建立顧客信任，進而產生顧客忠誠。其次，資安議題關係到業者是否值得信賴，因此是顧客信任的另一個重要基石。對電視購物業者而言，資安的強化，除了避免違反法令所帶來的賠償風險，其實是建立顧客信任的重要投資。長期而言，對顧客忠誠以及長期利潤都會有正向的影響。 zh_TW dc.description.tableofcontents 第一章 緒論 1第一節 研究背景 1第二節 研究問題與目的 4第三節 研究流程與章節簡述 5第二章 文獻探討 7第一節 顧客滿意度與忠誠度 7第二節 信任 11第三節 研究假說與研究架構 13第三章 研究方法 17第一節 變數定義與衡量方法 17第二節 研究設計與資料收集 19第三節 資料分析 21第四章 實證分析 23第一節 樣本敘述 23第二節 因素分析 25第三節 模式驗證 27第四節 假說驗證 30第五章 結論 32第一節 研究結論 32第二節 管理意涵 34第三節 研究限制與後續研究建議 37參考文獻 38附錄一：台灣電視購物產業特性 43附錄二：本研究問卷 47 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095932045 en_US dc.subject (關鍵詞) 電視購物 zh_TW dc.subject (關鍵詞) 信任 zh_TW dc.subject (關鍵詞) 消費者行為 zh_TW dc.subject (關鍵詞) 滿意度 zh_TW dc.subject (關鍵詞) 忠誠度 zh_TW dc.subject (關鍵詞) 結構方程模式 zh_TW dc.title (題名) 信任對消費者行為影響之研究–以台灣電視購物產業為例 zh_TW dc.title (題名) A study of the influence of trust on consumer behavior - Taiwan TV shopping en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、 中文部分 zh_TW dc.relation.reference (參考文獻) 1.周泰華，黃俊英，郭德賓，1999，「服務品質與顧客滿意評量模式之比較研究」，輔仁管理評論，6卷1期，頁37~68。 zh_TW dc.relation.reference (參考文獻) 2.經濟部統計處網站，「批發、零售及餐飲業動態調查」。 zh_TW dc.relation.reference (參考文獻) 3.經濟部，2007，「無店面零售業營運模式研究報告」， 96 年度電子商務法制及基礎環境建構計畫。 zh_TW dc.relation.reference (參考文獻) 二、 英文部分 zh_TW dc.relation.reference (參考文獻) 1.Aaker, D. A., (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press. zh_TW dc.relation.reference (參考文獻) 2.Anderson, Eugene W., Fornell, Claes, and Lehmann, Donald R., (1994), “Customer satisfaction, market share, and profitability: Findings from Sweden”, Journal of Marketing. 58, 3: 53-66. zh_TW dc.relation.reference (參考文獻) 3.Anderson, James C. and Gerbing, David W., (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach”, Psychological Bulletin. 103, 3: 411-423. zh_TW dc.relation.reference (參考文獻) 4.Babin, Barry J. and Griffin, Mitch, (1998), “The nature of satisfaction: An updated examination and analysis”, Journal of Business Research. 41, 2: 127-136. zh_TW dc.relation.reference (參考文獻) 5.Bagozzi, Richard P. and Yi, Youjae, (1988), “On the Evaluation of Structural Equation Models”, Journal of the Academy of Marketing Science. 16, 1: 74-94. zh_TW dc.relation.reference (參考文獻) 6.Bentler, P. 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