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題名:消費者參與對消費者抱怨行為之影響
作者:張文婷
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
指導教授:謝安田
學位類別:博士
出版日期:2003
主題關鍵詞:消費者參與消費者抱怨行為文化產業干擾效果consumer participationconsumer complaint behaviorcultureindustrymoderating effect
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(3) 博士論文(3) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:0
  • 點閱點閱:39
在顧客導向的市場行銷中,除了要滿足消費者經濟面的需求之外,也要更進一步去提昇消費者社會需求的滿足水準。本研究指出,透過提高消費者參與過程中與賣方的互動與溝通,可以讓賣方提供消費者最想要的產品以滿足消費者經濟面的需求,也可以讓消費者享受參與的樂趣以滿足社會面的需求,進而提高滿意度,也就是減少不滿意所造成的抱怨行為。
研究中也發現,在不滿意消費經驗發生的情況下,參與度愈高的消費者愈會有向公司抱怨,以及向第三團體抱怨的行為。而在加入文化為干擾變數探討時發現,在集體主義文化下的消費者,參與度愈高時,當不滿意消費經驗發生時,會顯著地減少負面口碑傳遞的私下抱怨行為。再者,產業間不同特質對消費者參與與消費者抱怨行為之關係,並無顯著的干擾效果。最後根據研究結果,本研究提出進一步討論並對後續研究以及管理實務上提出建議。
ABSTRACT
In the Customer-oriented Marketing, It is not only to fulfill the economic needs of consumers, but also to satisfy the social needs of consumers. This research indicated that throughout the interaction and communication inherent in consumer participation, the service provider can provide the right product or right service that consumers need most, then to satisfy consumers economic needs.
On the other hand, during the consumer participation, the consumers can also enjoy the participation with higher consumers’ satisfaction, then reduce the consumer com-plaint behaviors resulted from lesser dissatisfaction.
The research also indicated that during the unsatisfied purchase experience, the more consumer participation, the more voice responses and third-party responses com-plaint. Concerning the moderator of “culture”, the research indicated that for the con-sumers in the collectivism culture, the more consumer participation the lesser the nega-tive-word-mouth.
Finally, the results showed characteristics inherent in the different Industries did not moderate the relationship between the consumer participation and consumer com-plaint behaviors.
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