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    Title: 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
    Authors: 秦民
    Contributors: 于卓民
    秦民
    Keywords: 電視購物
    信任
    消費者行為
    滿意度
    忠誠度
    結構方程模式
    Date: 2010
    Issue Date: 2011-09-29 16:54:49 (UTC+8)
    Abstract: 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。
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    95932045
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095932045
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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