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題名：知覺品質與網路口碑溝通間關係之研究--以顧客承諾為中介角色之分析
書刊名：行銷評論
作者：關復勇 引用關係／楊亞琦／鄭尹惠
作者(外文)：Kuan, Fu-yung／Yang, Ya-chi／Cheng, Yin-hui
出版日期：2005
卷期：2:2
頁次：頁149-169
主題關鍵詞：知覺品質；顧客承諾；口碑溝通；市場行家；Perceived quality；Customer commitment；WOM communication；Market maven
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(2) 專書(1) 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:19
口碑溝通影響消費者決策的重要性已被強調，至今有關口碑溝通的研究多著眼於口碑接收者的說服效果，相對上較少研究從口碑發送者觀點探究影響口碑行為的因素及如何影響。本研究主要探討消費者在實體環境中使用產品或歷經服務之後，其知覺品質與顧客承諾兩個因素與網路口碑溝通間之關係，其中顧客承諾為中介角色。本研究採情境實驗法，係3×2兩因子受試者內實驗設計，並以品類為受試間實驗設計。研究結果顯示知覺品質與顧客承諾對「網路口碑溝通及口碑品質」有顯著的交互效果，且兩因素各自對於「網路口碑溝通、口碑活動、口碑品質及口碑正面性」具顯著主要效果。知覺品質對依變數的解釋變異量在高度顧客承諾時較高，表示知覺品質對網路口碑溝通的影響須透過顧客承諾的中介而顯現出來。網路特性態度、市場行家特質、品類的不同，皆干擾兩因素各自對於網路口碑溝通的連帶關係。據研究發現建議企業在作為管理網路口碑溝通的角色上，除了要維持卓越的核心品質之外，須提升顧客承諾，並重視高度網路特性態度及市場行家特質的顧客區隔。
This research examines the relationship between to factors, perceived quality and customer commitment, and Internet WOM communication after using product or experiencing service. This research adopts 3×2 within-subject experiment design. whereras product category as between-subject factor. The results present perceived quality and customer commitment have interaction effects on Internet WOM communication and WOM quality, and to factors have main effect separately on all WOM communication demensions. The influence of perceived quality on Internet WOM communication is mediated by customer commitment. Internet characteristic attitude. market maven trait, and product category both moderate the relationship between to factors and Internet WOM communication.
期刊論文
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4.Gremler, Dwayne D.、Gwinner, K. P.、Brown, S. W.(2001)。Generating Positive Word of Mouth Communication through Customer-employee relationship。International Journal of Service Industry Management，12(1)，41-59。  new window
5.Hoey, C.(1998)。Maximising the effectiveness of Web-based marketing communications。Marketing Intelligence & Planning，16(1)，31。  new window
6.Ladefoged Joergensen, J.、Blythe, Jim(2003)。A Guide to a More Effective World Wide Web Presence。Journal of Marketing Communications，9，45-58。  new window
7.Mayer, Roger C.、Schoorman, F. David(1992)。Predicting Participation and Outcomes through a Two-Dimensional Model of Organizational Commitment。Academy of Management Journal，35(3)，671-684。  new window
8.Murray, Keith B.(1991)。A Test of Services Marketing Theory: Consumer Acquisition Activities。Journal of Marketing，55(1)，10-25。  new window
9.Feick, Lawrence F.、Price, Linda L.(1987)。The market Maven: A Diffuser of Marketplace Information。Journal of Marketing，51(1)，83-97。  new window
10.File, Karen M.、Cermak, Dianne S. P.、Prince, Russ Alan(1994)。Word-of-mouth effects in professional services buyer behavior。The Service Industries Journal，14(3)，301-314。  new window
11.Gelb, B.、Johnson, M.(1995)。Word-of-mouth communication: Causes and consequences。Journal of Health Care Marketing，15(3)，54-58。  new window
12.Higie, Robin A.、Price, Linda L.、Feick, Lawrence F.(1987)。Types and Amount of Word-of-Mouth Communications about Retailers。Journal of Retailing，63(3)，260-278。  new window
13.Reingen, Peter H.、Kernan, Jerome B.(1986)。Analysis of referral networks in marketing: Methods and illustration。Journal of Marketing Research，23(4)，370-378。  new window
14.White, Susan S.、Schneider, Benjamin(2000)。Climbing the Commitment Ladder。Journal of Service Research，2(3)，240-253。  new window
15.Wirtz, Jochen、Chew, Patricia(2002)。The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word-of-mouth Behaviour。International Journal of Service Industry Management，13(2)，141-162。  new window
16.Chiou, Jyh-Shen、Droge, Cornelia、Hanvanich, Sangphet(2002)。Does Customer Knowledge Affect How Loyalty is Formed?。Journal of Service Research，5(2)，113-124。  new window
17.Prichard, Mark P.、Havitz, Mark E.、Haward, Dennis R.(1999)。Analyzing the Commitment: Loyalty Link in Service Contexts。Journal of the Academy of Marketing Science，27(3)，333-348。  new window
18.Williams, Terrell G.、Slama, Mark E.(1995)。Market Maven's Purchase Decision Evaluative Criteria: Implications for Brand and Store Promotion Efforts。Journal of Consumer Marketing，12(3)，4-21。  new window
19.Gundlach, Gregory T.、Achrol, Ravi S.、Mentzer, John T.(1995)。The Structure of Commitment in Exchange。Journal of Marketing，59(1)，78-92。  new window
20.Scheer, Lisa K.、Stern, Louis W.(1992)。The Effect of Influence Type and Performance Outcomes on Attitude toward the Influencer。Journal of Marketing Research，29(1)，128-142。  new window
21.Duhan, Dale F.、Johnson, Scott D.、Wilcox, James B.、Harrell, Gilbert D.(1997)。Influences on consumer use of Word-of-mouth recommendation sources。Journal of the Academy of Marketing Science，25(4)，283-295。  new window
22.Harrison-Walker, L. Jean(2001)。The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents。Journal of Service Research，4(1)，60-75。  new window
23.Anderson, Erin、Weitz, Barton(1992)。The use of pledges to build and sustain commitment in distribution channels。Journal of Marketing Research，29(1)，18-34。  new window
24.Brown, Jacqueline Johnson、Reingen, Peter H.(1987)。Social Ties and Word-of-Mouth Referral Behavior。Journal of Consumer Research，14(3)，350-362。  new window
25.Bettencourt, Lance A.(1997)。Customer voluntary performance: customers as partners in service delivery。Journal of Retailing，73(3)，383-406。  new window
26.Andaleeb, S. S.(1996)。An Experimental Investigation of Satisfaction and Commitment in Marketing Channels: The Role of Trust and Dependence?。Journal of Retailing，72(1)，77-93。  new window
27.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。  new window
28.Bone, Paula Fitzgerald(1995)。Word-of-mouth effects on short-term and long-term product judgments。Journal of Business Research，32(3)，213-223。  new window
29.Hennig-Thurau, Thorsten、Gwinner, Kevin P.、Gremler, Dwayne D.(2002)。Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality。Journal of Service Research，4(3)，230-247。  new window
30.Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。  new window
31.Singh, Jagdip(1990)。Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation Across Three Service Categories。Journal of the Academy of Marketing Science，18(1)，1-15。  new window
32.Hartline, Michael D.、Jones, Keith C.(1996)。Employee Performance Cues in A Hotel Service Environment: Influence on Perceived Service Quality, Value, and Word-of-Mouth Intentions。Journal of Business Research，35(3)，207-215。  new window
33.Anderson, Eugene W.(1998)。Customer satisfaction and Word-of-Mouth。Journal of Service Research，1(1)，5-17。  new window
34.Boulding, William、Kalra, Ajay、Staelin, Richard、Zeithaml, Valarie A.(1993)。A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions。Journal of Marketing Research，30(1)，7-27。  new window
35.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
36.Bitner, Mary Jo(1990)。Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses。Journal of Marketing，54(2)，69-82。  new window
37.Herr, Paul M.、Kardes, Frank R.、Kim, Jaewoo John(1991)。Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective。Journal of Consumer Research，17(4)，454-462。  new window
38.Arndt, Johan A.(1967)。Role of Product-Related Conversations in the Diffusion of a New Product。Journal of Marketing Research，4(3)，291-295。  new window
39.File, Karen Maru、Judd, Ben B.、Prince, Russ Alan(1992)。Interactive Marketing: The Influence of Participation on Word-of-Mouth and Referrals。Journal of Service Marketing，6(4)，5-14。  new window
會議論文
1.Gremler, Dwayne D.(1994)。Word-of-Mouth about Service Providers: An Illustration of Theory Development in Marketing。1994 AMA Winter Educator's Conference。American Marketing Association。62-70。  new window
學位論文
1.費翠(2001)。網路市場行家理論驗證與延伸--其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究(碩士論文)。國立政治大學。  延伸查詢new window
2.李惠晴(2001)。電子郵件使用者的轉寄行為研究(碩士論文)。淡江大學。  延伸查詢new window
圖書論文
1.Zeithaml, Valarie A.(1981)。How Consumer Evaluation Processes Differ Between Goods and Services。Marketing of Services。Chicago：American Marketing Association。  new window
 
 
 
 
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