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題名：滿意客戶之正面口碑傳播行為--干擾變數的影響
作者：蘇益良
作者(外文)：SU, YI-LIANG
校院名稱：國立臺灣科技大學
系所名稱：管理研究所
指導教授：林孟彥
學位類別：博士
出版日期：2013
主題關鍵詞：滿意的客戶；正面口碑；知覺風險；產品涉入；聯結強度；Satisfied Customers；Positive Word-of-mouth；Perceived Risk；Product Involvement；Tie Strength
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已有許多的研究在探討滿意度和正面口碑間的關係，然而在實證研究上未能達到一致性的結論。本研究係審視主要的干擾因素來解釋先前研究中滿意度和正面口碑間不一致的關係，使用240位於台灣的銀行客戶樣本數，來探索產品涉入、知覺風險與聯結強度等三個干擾變數，那些會使滿意度影響正面口碑的意圖或行為。
以階層迴歸方法來檢視這些干擾變數的主要與交互效果後，本實證結果為(1) 產品涉入與聯結強度對於口碑的意圖及行為皆有正面的影響；(2) 產品涉入與知覺風險的交互效果對於口碑的意圖及行為有正面影響。本研究建議金融機構應依據不同的干擾因子，確認目標客戶群以有效的配置其資源，同時降低較無效率的策略。最後，並討論管理意涵、未來的研究與研究限制。
Numerous studies have explored the satisfaction and positive word-of-mouth (PWOM) relationship; however, empirical research has not reached consistent conclusions. This study examines the key moderating factors to explain the inconsistent relationship between satisfaction and PWOM in previous research. We employed data from bank customers (n=240) in Taiwan to explore three moderating variables, namely product involvement, perceived risk, and tie strength, which determines whether or not satisfaction has an impact on PWOM intention or behaviour. The hierarchical regression method was used to examine the main and interaction effects of these moderating variables.
The empirical results indicate that (1) product involvement and tie strength have positive influences on word-of-mouth intention and behaviour; (2) the interaction effect of product involvement and perceived risk has a positive influence on PWOM intention and behaviour. This study suggests that financial service institutions (FSIs) should identify target customer groups to allocate its resources effectively and simultaneously reduce expenditures on ineffective strategies, depending on the different moderators. Finally, implications and limitations for future research are discussed.
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