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題名:消費者購買決策不確定性之研究-與中間人關係(Guanxi)之干擾
作者:蔡青琉
作者(外文):Tsai, Ching-Liou
校院名稱:大葉大學
系所名稱:管理學院博士班
指導教授:鍾育明
學位類別:博士
出版日期:2016
主題關鍵詞:關係品質Guanxi
原始連結:連回原系統網址new window
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  • 點閱點閱:115
本研究旨在探討消費者之購買行為中,銷售人員與消費者之關
係品質及與中間人的Guanxi,對企業信任與購買決策不確定性的影
響關係。本研究以立意取樣方式,共發出900 份問卷,扣除有缺
漏及亂答者,最後剩餘有效樣本631 份,有效回收率為70.1%。
研究結果發現,消費者對企業的信任完全中介其與銷售人員間的
關係品質對購買決策不確定性的影響。又消費者所運作進來協助
其購買決策的中間人,兩者間的Guanxi 亦會強化其對企業的信
任負向影響決策不確定性的關係。本研究不僅確認一般消費行為
中,與銷售人員的關係品質影響信任及決策不確定性的因果關係
外,並以華人特有的Guanxi 概念,詮釋該中間人與消費者的關
係。擴大應用Guanxi 於消費者行為研究,也進一步補足Guanxi
應用於B2C (Business-to- Customer)之研究缺口。
This study designed to investigate the relationship quality between
sales staff and consumers; and the Guanxi with middleman in the
purchase behavior of consumers that how to affect the corporate trust
and purchasing decision-making uncertainty. In this study, using
purposive sampling approach to issue a total of 900 questionnaires and
after deducting missing and random ones, the last remaining 631 valid
samples. The effective rate was 70.1%. The results found that the trust
of enterprise would completely intermediate the relationship quality of
consumers and sales staffs for the purchase decision uncertainty. In
addition, the middleman who chosen by consumers to assist their
purchasing decisions, the Guanxi between these two would strengthen
negatively influence at trust and decision-making uncertainty of
companies. The study not only confirmed that in the general consumer
behavior, the causation of relationship quality between sales staffs and
consumers would affect trust and the decision-making uncertainty, but
also using Guanxi, the Chinese unique concept, the interpretation of the
relationship between the middleman and the consumer. To expand the
application Guanxi in consumer behavior researchhas further
complement Guanxi used in B2C (Business-to- Customer) of the
research gap.
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