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題名：產品績效指標、消費滿意度及購後行為之整合分析
書刊名：臺大管理論叢
作者：黃恆獎 引用關係／李佳璋
作者(外文)：Huang, Hengchiang／Lee, Chia-chang
出版日期：1997
卷期：8:1
頁次：頁25-58
主題關鍵詞：品質指標；顧客滿意度；購買後行為；LISREL模型；Quality signaling；Consumer satisfaction；Post-purchase behavior；LISREL model
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(10) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:10
  • 共同引用共同引用:0
  • 點閱點閱:70
　　　　　一般而言，滿意度受了消費者對於產品表現的預期所影響．而對產品的事前預期，亦受到消費者所接收的訊息多寡所影響，消費者也多半會利用價格、廣告等行銷組合變數作為產品品質指標。學界對消費者滿意形成過程、購買後續行為 (如品牌忠誠度、抱怨行為等)、與品質指標模型的關聯，尚未出現整合性的研究。本文假設消貧者可藉著價格及廣告來推論產品未來表現，並利用線性結構關係LISREL模型，建立一個由品質指標觀念、消費者滿意度形成、品牌忠誠 / 抱怨行為三大理論結合而成的模型。本文以汽車購買行為進行實證研究，結果整體結構模型獲得統計上的支持。本文主要發現包括：(l) 消費者認知的產 品表現是影響滿意度的最重要因素；(2) 消費者認知的產品表現對品牌忠誠度及抱怨行為的影響，大過於滿意度的影響力；(3) 價格和廣告費用，可作為產品品質指標，同時它們對消費滿意度形成及購買後行為也有影響。
　　　　　Consumer satisfaction (CS) is usually defined as a function of consumer expectation, which is subject to the amount of information a consumer receives. Marketing mix variables such as price and advertising are often perceived by consumers as signals of product quality. There is scarce integrative research which incorporates CS formation, post-purchase behavior, and quality signaling. This paper sets up a linear structural LISREL model linking together quality signaling, CS formation, and consumer loyalty/complaint behavior. The overall significance of the proposed model is supported with survey data on automobile purchases. The major findings of this paper include: (1) CS is mainly determined by perceived performance. (2) perceived performance exerts more influences on loyalty and complaint intention than does CS. (3) In their capacity as product quality signals, price and advertising indirectly affect CS and post-purchase behavior.
期刊論文
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14.Kasper, Hans(1988)。On problem perception, dissatisfaction and brand loyalty。Journal of Economic Psychology，9(3)，387-397。  new window
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21.Bearden, William O.、Teel, Jesse E.(1983)。Selected Determinants of Consumer Satisfaction and Complaint Reports。Journal of Marketing Research，20(1)，21-28。  new window
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23.Yi, Youjae(1993)。The Determinants of Consumer Satisfaction: the Moderating Role of Ambiguity。Advances in Consumer Research，20(1)，502-506。  new window
24.Teas, Richard Keeneth(1993)。Expectations, Performance Evaluation, and Consumers' Perceptions of Quality。Journal of Marketing，57(4)，18-34。  new window
25.Gotlieb, J. B.、Grewal, D.、Brown, S. W.(1994)。Consumer satisfaction and perceived quality: complementary or divergent constructs?。Journal of Applied Psychology，79(6)，875-885。  new window
26.Curry, David J.(1985)。Measuring Price and Quality Competition。Journal of Marketing，49(2)，106-117。  new window
27.Phillips, L. W.、Chang, D. R.、Buzzell, R. D.(1983)。Product Quality, Cost Position and Business Performance: A Test of Some Key Hypotheses。Journal of Marketing，47(2)，26-43。  new window
28.Nelson, P.(1975)。The Economic Consequences of Advertising。Journal of Business，48，213-241。  new window
29.Wolinsky, A.(1983)。Prices as Signals of Product Quality。Review of Economic Studies，50(4)，647-658。  new window
30.Klein, Benjamin、Leffler, Keith B.(1981)。The role of market forces in assuring contractual performance。Journal of Political Economy，89(4)，615-641。  new window
31.Kirmani, A.、Wright, P.(1989)。Money Talks: Perceived Advertising Expense and Expected Product Quality。Journal of Consumer Research，16(3)，344-353。  new window
32.Bloom, P. N.、Reve, T.(1990)。Transmitting Signals To Consumers For Competitive Advantage。Business Horizons，33(4)，58-66。  new window
33.Bodell, R. W.、Kerton, R. R.、Schuster, R. W.(1986)。Price as a Signal of Quality: Canada in the International Context。Journal of Consumer Policy，9(4)，431-444。  new window
34.Bowbrick, P.(1982)。Pseudoresearch in Marketing: The Case of the Price-Perceived Quality Relationship。European Journal of Marketing，14(8)，466-470。  new window
35.Carpenter, G. S.(1987)。Modeling Competitive Marketing Strategies: The Impact of Marketing-Mix Relationships and Industry Structure。Marketing Science，6(2)，208-221。  new window
36.Cooper, R.、Ross, T. W.(1984)。Prices, Product Qualities and Asymmetric Information: The Competitive Case。Review of Economic Studies，51(2)，197-207。  new window
37.Cooper, R.、Ross, T. W.(1985)。Monopoly Provision of Product Quality With Uninformed Buyers。International Journal of Industrial Organization，3，439-449。  new window
38.Dardis, R.、Gieser, N.(1980)。Price and Quality of Durable Goods: Are They More Closely Related in the Seventies Than in the Sixties?。Journal of Consumer Policy，4，238-248。  new window
39.Engers, M.(1987)。Signaling With Many Signals。Econometrica，55(3)，663-674。  new window
40.Marquardt, R. A.、McGann, A. F.(1975)。Does Advertising Communicate Product Quality to Consumers: Some Evidence from Consumer Reports。Journal of Advertising，4，27-31。  new window
41.Miller, R. M.、Plott, C. R.(1985)。Product Quality Signaling in Experimental Markets。Econometrica，53(4)，837-872。  new window
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46.Rotfeld, H. J.、Rotzoll, T. B.(1976)。Advertising and Product Quality: Are Heavily Advertised Products Better?。Journal of Consumer Affairs，10，33-47。  new window
47.Steenkamp, Jan(1988)。The Relationship Between Price and Quality in the Marketplace。De Economist，136(4)，491-507。  new window
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49.Yamada, Y.、Ackerman, N.(1984)。Price-Quality Correlations in the Japanese Market。Journal of Consumer Affairs，18(2)，251-265。  new window
50.Cadotte, Ernest R.、Woodruff, Robert B.、Jenkins, Roger L.(1987)。Expectations and Norms in Models of Consumer Satisfaction。Journal of Marketing Research，24(3)，305-314。  new window
51.Tse, David K.、Wilton, Peter C.(1988)。Models of Consumer Satisfaction Formation: An Extension。Journal of Marketing Research，25(2)，204-212。  new window
52.Westbrook, Robert A.(1980)。A Rating Scale for Measuring Product/Service Satisfaction。Journal of Marketing，44(4)，68-72。  new window
53.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。Communication and Control Processes in the Delivery of Service Quality。Journal of Marketing，52(2)，35-48。  new window
54.Fornell, Claes、Bookstein, Fred L.(1982)。Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-voice Theory。Journal of Marketing Research，19(4)，440-452。  new window
55.Kirmani, A.(1990)。The Effect of Perceived Advertising Costs on Brand Perceptions。Journal of Consumer Research，17(2)，160-171。  new window
56.Bolton, Ruth N.、Drew, James H.(1987)。A Multistage Model of Customers' Assessments of Service Quality and Value。Journal of Consumer Research，17(4)，375-384。  new window
57.Spreng, Richard A.、Olshavsky, Richard W.(1993)。A Desires Congruency Model of Consumer Satisfaction。Journal of the Academy of Marketing Science，21(3)，169-177。  new window
58.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
59.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。  new window
60.Oliver, Richard L.、DeSarbo, Wayne S.(1988)。Response Determinants in Satisfaction Judgments。Journal of Consumer Research，14(4)，495-507。  new window
61.Churchill, Gilbert A. Jr.、Surprenant, Carol(1982)。An Investigation into the Determinants of Customer Satisfaction。Journal of Marketing Research，19(4)，491-504。  new window
62.Oliver, Richard L.(1981)。Measurement and evaluation of satisfaction processes in retail settings。Journal of Retailing，57(3)，25-48。  new window
63.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
64.Singh, Jagdip(1988)。Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues。Journal of Marketing，52(1)，93-107。  new window
65.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, A.(1993)。The Nature and Determinants of Customer Expectations of Service。Journal of the Academy of Marketing Science，21(1)，1-12。  new window
66.Müller, Wolfgang(1991)。Gaining competitive advantage through customer satisfaction。European Management Journal，9(2)，201-211。  new window
67.Westbrook, Robert A.(1981)。Sources of Consumer Satisfaction with Retail Outlets。Journal of Retailing，57(3)，68-85。  new window
68.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
69.Anderson, Eugene W.、Sullivan, Mary W.(1993)。The Antecedents and Consequences of Customer Satisfaction for Firms。Marketing Science，12(2)，125-143。  new window
70.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
71.Curry, David J.、Faulds, David J.(1986)。Indexing Product Quality: Issues, Theory, and Results。Journal of Marketing，13(1)，134-145。  new window
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會議論文
1.Day, R. L.(1980)。Research Perspectives on Consumer Complaining Behavior。AMA Conference。Chicago：American Marketing Association。211-215。  new window
2.Czepiel, John A.、Larry, J. Rosenberg、Akerele, Adebayo(1974)。Perspectives on Consumer Satisfaction119-123。  new window
學位論文
1.徐德麟(1989)。台北市汽車購買者購買前資訊蒐集行為及其對廠商行銷策略影響之研究(碩士論文)。國立政治大學。  延伸查詢new window
2.周正賢(1984)。汽車購買者資訊收集行為模式探討(碩士論文)。國立政治大學。  延伸查詢new window
3.陳建維(1990)。台灣自用轎車業新產品預告策略之研究(碩士論文)。國立臺灣大學。  延伸查詢new window
4.邵正明(1990)。購後滿意程度與再購行為之研究--以彩色電視機為例(碩士論文)。國立中興大學。  延伸查詢new window
5.高益中(1986)。消費者對產品預期、個人特徵與其滿意度之關係(碩士論文)。淡江大學。  延伸查詢new window
6.簡昆祥(1992)。汽車業服務品質之研究：以自用轎車市場為例(碩士論文)。中原大學。  延伸查詢new window
7.曾逢文(1987)。服務業消費者滿意因素之研究--以線性結構模式為方法(碩士論文)。國立交通大學，新竹市。  延伸查詢new window
8.吳盈忠(1988)。小汽車市場消費者偏好分析(碩士論文)。國立中央大學。  延伸查詢new window
9.吳傳杰(1989)。消費者購車的知覺風險與廠牌轉換意願的探討(碩士論文)。淡江大學。  延伸查詢new window
10.洪國興(1985)。台北市小汽車購買行為與行銷策略之研究(碩士論文)。國立交通大學。  延伸查詢new window
11.倪明章(1991)。連鎖性便利商店消費者的滿意程度與抱怨行為之研究(碩士論文)。淡江大學。  延伸查詢new window
12.鄧克智(1992)。不滿意消費者抱怨行為分類及因果關係之研究(碩士論文)。大同工學院。  延伸查詢new window
13.蘇俊雄(1994)。信用卡持卡人滿意程度與抱怨行為研究(碩士論文)。淡江大學。  延伸查詢new window
14.闕河士(1989)。消費者抱怨行為及其影響因素(碩士論文)。國立政治大學。  延伸查詢new window
圖書
1.Jacoby, J.、Olson, J.(1985)。Perceived quality: how consumers view stores and merchandise。Lexington Books。  new window
2.Hoyle, R. H.(1995)。Structural Equation Modeling: Concepts, Issues, and Applications。Sage。  new window
3.Jöreskog, K. G.、Sörbom, D.(1989)。LISREL 7: A guide to the program and applications。SPSS Inc。  new window
4.Bollen, K. A.(1989)。Structural Equations with Latent Variables。New York：John Wiley & Sons。  new window
5.Bollen, Kenneth A.、Long, J. Scott(1993)。Testing Structural Equation Models。Sage Publications, Inc.。  new window
6.Hirschman, Albert O.(1970)。Exit, Voice, and Loyalty: Responses to Decline in Firms, Organizations, and States。Harvard University Press。  new window
7.Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。  new window
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9.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.(1995)。Multivariate Data Analysis: with Readings。Prentice Hall。  new window
10.Tirole, J.(1988)。The Theory of Industrial Organization。MIT Press。  new window
圖書論文
1.Day, Ralph L.、Landon, E. Laird Jr.(1977)。Toward a Theory of Consumer Complaining Behavior。Consumer and Industrial Buying Behavior。North-Holland。  new window
2.Hunt, H. K.(1977)。CS/D-Overview and Future Research Directions。Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction。Cambridge, MA：Marketing Science Institute。  new window
3.Nelson, P.(1978)。Advertising as Information Once More。Issues in Advertising: The Economics of Persuasion。Washington, D.C.：American Enterprise Institute。  new window
4.Stiglitz, Joseph E.(1989)。Imperfect Information in the Product Market。Handbook of Industrial Organization。Amsterdam：Elsevier North Holland。  new window
 
 
 
 
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