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題名:以跨層次整合制度理論之觀點探索 廠商模仿動機對顧客期望及動機之影響
作者:廖國勛 引用關係
作者(外文):Kuo-Hsun Liao
校院名稱:國立東華大學
系所名稱:企業管理學系
指導教授:陳筱華
學位類別:博士
出版日期:2017
主題關鍵詞:模仿同形期望理論自我決定理論階層線性模式知覺績效滿意度忠誠度Mimetic isomorphicExpectation theorySelf-determination theoryHierarchical linear modelingPerceived performanceSatisfactionLoyalty
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模仿同形理論解釋組織在相同的環境之下,模仿其他競爭對手的行動,使彼此更加相似的過程。本研究對於制度理論之模仿同形是否能應用於行銷實務之實施情形做出了潛在的貢獻。根據模仿動機的概念及期望理論與自我決定理論之整合,針對國內某大保險產業,調查模仿動機對於顧客的知覺績效與自我決定動機是否產生調節影響。此外,也調查顧客忠誠度是否受到自我決定動機之影響。
本研究從台灣保險產業之30個保險團隊進行資料蒐集工作,共調查了30位保險團隊經理人及289位團隊之保戶顧客。採用二階之階層線性模式(HLM)來檢驗保險經理人與顧客之間的關係,並檢視其巢套之情形。實證結果顯示保險公司模仿動機對於顧客自我決定動機及忠誠度存在顯著的正向調節影響,因而主張制度因素對於顧客的行為具有重要的影響。本研究也為行銷實務提供重要的見解,亦即顧客的自我決定動機是滿意度與忠誠度之間之重要的中介因子。
Mimetic isomorphic theory explains the process through which organizations in the same environment imitate each other’s actions to become more similar to each other. This research makes a potential contribution that institutional theory can help to understand the success of marketing practices. Based on the concept of mimetic motives, Expectation Theory and Self-Determination Theory, the moderation effect of insurance companies’ mimetic motives to customers’ perceived performance and SDT can be investigated.
Data are obtained from 289 customers and 30 team managers of an insurance company in Taiwan. A two-level hierarchical linear modeling (HLM) is adopted to examine the relationships between team managers and customers, appropriately adjusted for a nested structure. The empirical results of this study indicate that the moderation effect of mimetic motives on SDT to loyalty is significant and positive, suggesting that institutional processes are also an important factor in consumers’ behavior. This study has provided insights into marketing practices that self-determined motivation dominates the mediating mechanism between satisfaction and loyalty.
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