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題名:俱樂部會員轉換意圖之研究-利益交換模式
作者:戴揚飛
作者(外文):TAI, YANG-FEI
校院名稱:銘傳大學
系所名稱:企業管理學系
指導教授:莊懿妃
學位類別:博士
出版日期:2016
主題關鍵詞:轉換意圖利益交換消費者行為會員俱樂部餐旅產業Switching intentionBenefit exchangeConsumer behaviorMembership clubHospitality
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俱樂部會員式服務是高度顧客互動的服務,供應商提供獨特性服務帶給會員社會和心理層面的利益,因此適合從『利益』觀點討論顧客轉換行為。本研究以利益交換理論為基礎,建立了形成式FSP利益交換模型(formative functional-social-psychological model, FSP model),這些影響俱樂部會員轉換服務供應商的變數有功能性不利益、社會性利益、以及心理性利益。為了驗證上述變數關係,採用結構方程模式,會員受訪者為247人。結果顯示當會員經歷到功能性不利益(財務性利益喪失、價格失誤、競爭者吸引力)時,會想要轉換俱樂部。同時俱樂部與會員建立正面社會性的關係利益(口碑、人際關係)時,其轉換意圖就降低。會員與俱樂部之間建立正向的心理性利益(信任、認同、和情感)時,亦能降低其轉換意圖。本研究藉由實證利益交換理論與消費者轉換行為建立一個整合性的FSP利益交換模型,不僅能了解俱樂部會員轉換意圖與利益交換之間的關係、對於觀光餐旅產業的會員俱樂部研究提出學術貢獻、為FSP利益交換模型提供後續研究實證方向、並根據研究結果提出對俱樂部業者的管理意涵。
Membership-based services are highly interactive in the relationships of customer-to-customer, as well as customer-provider. Service firms provide exclusive services from the dimensions of social and psychological benefits to members. Thus, it is appropriate to explore consumer switching behaviors from the perspective of “benefits.” This study is based on the benefit exchange theory and empirically investigates a proposed formative FSP model (functional, social, and psychological benefits) of members’switching intentions. Examination of this proposed model through structural equation modeling, findings suggest that when members experience loss of functional benefits, they will consider to switch clubs. At the same time, when members and the club establish positive social relational benefits, their switch intentions will be lower. Where there are positive psychological benefits exist in between members and clubs, members will have lower intention to switch club. This research confirms that the benefit exchange theory can explain members’ intentions to switch from their current clubs and provides valuable recommendations to managers on retaining their members. Since the switching intentions of club members have not previously been adequately studied, this study fills an important gap in the literature.
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二、中文部分
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154.黃芳銘(2006)。結構方程模式:理論與運用(4版),台北市:五南圖書股份有限公司。
155.彭台光、高月慈、林鉦棽(2006)。管理研究中的共同方法變異:問題本質、影響、測試和補救,管理學報,23(1),77-98。

 
 
 
 
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