政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/51547
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113822/144841 (79%)
造访人次 : 51826546      在线人数 : 550
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/51547


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/51547


    题名: 專屬資產種類對忠誠度與多重通路購物行為模式之影響
    The study of the impact of specific assets to loyalty and multi-channel environment
    作者: 楊育華
    Yang, Yu Hua
    贡献者: 邱志聖
    Chiou, Jyh Shen
    楊育華
    Yang, Yu Hua
    关键词: 專屬資產
    多重通路
    品牌忠誠度
    網路購物
    specific assets
    multi-channel
    brand loyalty
    日期: 2009
    上传时间: 2011-10-11 16:48:45 (UTC+8)
    摘要: 許多學者紛紛提出專屬資產對品牌忠誠度的影響，本研究主要想探討不同的專屬資產種對品牌忠誠度的影響。其中將專屬資產種類分為：特有使用知識專屬資產；特有實體設備、軟體或服務專屬資產；忠誠客戶優惠專屬資產；無形專屬資產；心理層面認同專屬資產；特有無形社會壓力專屬資產。
    隨著網路普及，網路也漸漸改變我們的購物模式。近年來許多廠商紛紛採用多重通路的模式以增加其效益，而消費者也依本身偏好利用不同通路進行產品資訊蒐集及交易等行為。因此本研究的另一主軸為專屬資產種類將如何影響消費者對品牌之官方網站的購物態度及購物意願，又此對官方網站的購物態度將如何影響消費者之多重通路購物意願。本研究以百貨公司專櫃化妝品為例，探討專櫃品牌和消費者所建立的專屬資產種類會如何影響消費者之品牌忠誠度及對官方網站的購物態度、購物意願，以及對官方網站的購物態度又會如何影響其在百貨專櫃及在官方網站的購物意願。
    研究結果發現，特有使用知識專屬資產、特有實體設備、軟體或服務專屬資產、忠誠客戶優惠專屬資產、無形專屬資產、心理層面認同專屬資產都和品牌忠誠度呈正相關，唯特有的無形社會壓力專屬資產對品牌忠誠度無顯著相關。而其中僅忠誠客戶優惠專屬資產對官方網站的購買意願呈負相關。對官方網站的購物態度則和在官網蒐集資訊在專櫃購買、在專櫃試用在官網購買、在官網蒐集資訊在官網購買皆呈現正相關，表示對官網的購物態度愈正面，愈可能透過官網進行資訊蒐集或購買之行為。
    參考文獻: 中文資料：
    資策會MIC經濟部ITIS計畫，2008資訊服務產業年鑑。
    中文書目：
    邱志聖，策略行銷分析-架構與實務運用，二版，智勝文化，民國九十五年。
    中文文獻：
    盧韋芊，由實體通路搜尋到虛擬通路購物知消費者道德觀與態度之研究，政治大學國際貿易研究所未出版碩士論文，民國九十六年。
    黃珮婷 ，顧客滿意度與顧客忠誠度之關係－交易成本理論觀點，政治大學國際貿易研究所未出版碩士論文，民國八十八年。
    莊旻潔，消費者專屬資產量表之發展與應用，政治大學國際貿易研究所未出版博士論文，民國九十八年。
    英文文獻：
    Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143.
    Balasubramanian, S., Raghunathan, R., & Mahajan, V. (2005). Consumers in a multichannel environment: Product utility, process utility, and channel choice. Journal of Interactive Marketing, 19(2), 12.
    Bitner, M. J. (1990). Evaluating Service Encounters: The Effects Of Physical Surr. Journal of Marketing, 54(2), 69.
    Bolton, R. N., Kannan, P. K., & Bramlett, M. D. (2000). Implications of loyalty program membership and service experiences for customer retention and value. Journal of the Academy of Marketing Science, 28(1), 95-108.
    Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65, 81-93.
    Chiang, K.-P., & Dholakia, R. R. (2003). Factors Driving Consumer Intention to Shop Online: An Empirical Investigation. Journal of Consumer Psychology, 13(1/2), 177-183.
    Chiou, J.-S., & Droge, C. (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.
    Churchill, G. A. J., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research 19(4), 491-504.
    Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Academy of Marketing Science 22, 99-113.
    Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1.
    Goersch, D. (2002). Multi Channel Integration and its Implications for Retail Web Sites. Paper presented at the European Conference on Information Systems, Gdansk, Poland.
    Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer`s perspective. Journal of the Academy of Marketing Science, 26(2), 101-114.
    Heijden, H. v. d., Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information Systems, 12(1), 41.
    Jones, M. A., & Suh, J. (2000). Transaction-specific satisfaction and overall satisfaction: an empirical analysis. Journal of Services Marketing, 14(2), 147.
    Kim, M. A. J., & Park, J. (2005). A consumer shopping channel extension model: attitude shift toward the online store. Journal of Fashion Marketing and Management, 9(1), 106.
    Klemperer, P. (1987). Markets with consumer switching costs. The Quarterly Journal of Economics, 102(2), 375-394.
    Levin, A. M., Levin, I. P., & Heath, C. E. (2003). Product category dependent consumer preferences for online and offline shopping features and their influence on multi-channel retail alliances. Journal of Electronic Commerce Research, 4(3), 85-92
    Montoya-Weiss, M. M., Voss, G. B., & Grewal, D. (2003). Determinants of online channel use and overall satisfaction with a relational, multichannel service provider. Journal of the Academy of Marketing Science, 31(4), 448.
    Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations. Journal of Marketing Research, 29, 314-328.
    Newman, J. W., & Werbel, R. A. (1973). Multivariate analysis of brand loyalty for major household appliances. Journal of Marketing Research 10(4), 404-409.
    Prasarnphanich, P., & Gillenson, M. L. (2003). The Hybrid Clicks and Bricks Business Model. Communications of the ACM, 46(12), 178-185.
    Rangaswamy, A., & Bruggen, G. H. V. (2005). Opportunities and challenges in multichannel marketing: An introduction to the special issue. Journal of Interactive Marketing, 19(2).
    Saeed, K. A., Grover, V., & Yujong, H. (2003). Creating Synergy with a Clicks and Mortar Approach. Communications of the ACM, 46(12), 206-211.
    Stauss, B., Chojnacki, K., Decker, A., & Hoffmann, F. (2001). Retention effects of a customer club. International Journal of Service Industry Management, 12(1), 7-19.
    Steinfield, C., Bouwman, H., & Adelaar, T. (2002). The Dynamics of Click-and-Mortar Electronic Commerce: Opportunities and Management Strategies. International Journal of Electronic Commerce, 7, 93.
    Steinfield, C., & Whitten, P. (1999). Community Level Socio-Economic Impacts of Electronic Commerce. Journal of Computer-Mediated Communication, 5(2).
    Tellis, G. J. (1988). Advertising Exposure, Loyalty, and Brand Purchase: a Two-St. Journal of Marketing Research, 25(2), 134.
    Williamson, O. E. (1985). The Economic Institutions of Capitalism: Firms, Market, Relational Contracting NY:The Free Press.
    Williamson, O. E. (1991). Comparative Economic Organization: The Analysis of Discrete Structural Alternatives Administrative Science Quarterly 36(2), 269-296
    描述: 碩士
    國立政治大學
    企業管理研究所
    97355045
    98
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0097355045
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

    文件中的档案:

    档案 大小格式浏览次数
    504501.pdf1113KbAdobe PDF21545检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈