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    Title: 資訊產品零售通路忠誠度之研究 - 價值、專屬資產、及顧客拉力對資訊產品零售門市/經銷商與其特定製造/供應商忠誠關係之影響
    Authors: 陳秀鳳
    Hsiu-feng Chen
    Contributors: 邱志聖
    Jyh-shen Chiou
    陳秀鳳
    Hsiu-feng Chen
    Keywords: 忠誠度
    專屬資產
    價值
    滿意
    顧客拉力
    Loyalty
    Asset Specificity
    Value
    Satisfaction
    Customer Pull
    Date: 2003
    Issue Date: 2009-09-18 13:23:50 (UTC+8)
    Abstract: 直到中國取代台灣成為全球第二大資訊產品生產國之前，台灣邁向資訊化社會的腳步不曾稍歇。從每人擁有PC數，到網際網路愈益普及，再再都證明資訊產品在人們日常生活中扮演不可或缺的角色。資訊產品製造/供應商為了取得較佳的競爭位置，在眾多品牌中脫穎而出，檢視其通路的合作/銷售過程，進而思考如何鞏固與通路商長遠的交易關係至為重要。是故，本研究乃從交易成本觀點出發，探討資訊產品經銷通路關係中造成滿意進而創造忠誠的重要因素。

    本研究從兩個角度探討：其一，資訊產品零售門市與特定品牌製造/供應商間通路關係所存在的「整體滿意度」、「價值」、以及「專屬資產」的投入，是否影響門市的忠誠度；其二，從顧客拉力的角度，消費者購買特定品牌感受到的「價值」、「信任」、「滿意度」，以及與該品牌廠商建立的「專屬資產」，是否也會左右門市對特定品牌「忠誠度」的意願。
    從上述兩個角度出發，欲找出影響門市/經銷商對特定資訊產品製造/供應商忠誠的影響因素，進行量化研究後，歸納出以下結論：

    本研究證實：「整體滿意度」、「價值」、「門市投入的專屬資產」，均是左右零售門市是否忠誠的直接影響因素；而「價值」對「整體滿意度」、「門市投入的專屬資產」亦有正向的影響；「信任」則對「整體滿意度」、「價值」有增益的正向效果存在。

    在專屬資產方面，除了「供應商投入專屬資產」與「門市投入的專屬資產」有正向關係外，「消費者專屬資產」也會正面影響「門市投入的專屬資產」。

    最後，「顧客拉力」明顯影響著門市/經銷商的營運績效，舉凡「消費者滿意」、「消費者信任」、「消費者專屬資產」皆會使門市/經銷商感覺銷售特定品牌獲得的財務報酬很可觀，透過「價值」為中介，影響門市/經銷商對特定品牌製造/供應商的忠誠度。

    因此，資訊產品製造/供應商欲維持與零售門市間長久的合作關係，除了注重門市的「整體滿意度」、「價值」外，「專屬資產」的力量不容小覷；同時在消費者拉力方面多所著墨，亦足以影響門市忠誠的意願。
    This study developed and empirically tested a model examining the antecedents of retailing channel members’loyalty toward their major consumer electronic products’supplier or manufacturer. Based on a questionnaire survey including the sample from northern and mid part of Taiwan that are main markets for consumer electronic products selling, the results showed that value is very important in reinforcing retailing channel members’loyalty toward their specific supplier. The result also showed that the mutual inputs in asset specificity between a retailing channel member and its specific supplier have positive effects on retailing channel members’loyalty intention. Moreover, the driving force came from customer pull which connected consumers and the consumer electronic products supplier will also influence retailing channel members’ loyalty intention through direct effects on value.
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    國立政治大學
    企業管理研究所
    90355026
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