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題名：消費體驗、信任與會員行為之關聯性研究：以直銷公司之實體通路為例
書刊名：顧客滿意學刊
作者：黃建榮 引用關係／戴鄂／吳曉玲
作者(外文)：Huang, Chien-jung／Di, Eh／Wu, Hsiao-ling
出版日期：2008
卷期：4:2
頁次：頁57-83
主題關鍵詞：消費體驗；信任；會員行為；直銷；實體通路；Consumption experience；Trust；Members' behaviors；Direct selling；Physical channel
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(1) 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:606
  • 點閱點閱:24
因應體驗經濟時代的來臨，2004年起，數家知名直銷公司將通路延伸至實體店鋪，顯見消費體驗將在直銷策略管理中扮演著相當重要的角色。而直銷產業雖已將通路延伸至實體店鋪，但對體驗行銷對會員購後行爲的影響仍然缺乏系統性的調查。因此本文以量化實證方式建立在體驗行銷下之消費體驗模型，並將其應用於直銷產業，希冀對此一學術領域與實務提出具體貢獻。本文以已導入實體店鋪之直銷公司的直銷會員爲對象，整體共回收547份有效問卷，以檢視直銷會員之消費體驗、信任與會員行爲間之關係，並利用因素分析、相關分析與迴歸分析等方法進行資料分析，研究結果發現：(1)消費體驗會正向影響直銷會員對直銷公司的信任；(2)消費體驗會正向影響直銷會員之會員行爲；(3)直銷會員對直銷公司的信任會正向影響會員行爲；(4)信任在消費體驗與會員行爲之間具部份仲介效果。
To confront the coming of era of experience economics, consumption experience will play a more important role in direct selling strategy. Therefore, several famous direct selling companies have developed physical channels since 2004. But we still have to know how consumption experience affects members' behaviors. To fill this gap, this research serves as a pilot study to test his model in direct selling industry quantitatively and empirically. From the aspect, we intended to explore the relationships among consumption experience, trust and members' behaviors of physical channel in direct selling companies. This study adopts questionnaires to survey the distributors of direct selling companies. 917 questionnaires were sent out, in which 547 were effective. The data analysis methods include reliability and validity analysis, factor analysis, correlation analysis, regression analysis and related statistical investigation procedures. The findings are as follows: First of all, consumption experience has significant positive influence on trust. Secondly, consumption experience has significant positive influence on members' behaviors. Thirdly, trust has significant positive influence on members' behaviors. Finally, trust has partial intervening effect between consumption experience and members' behaviors.
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31.Mathwick, Charla、Malhotra, Naresh K.、Rigdon, Edward(2002)。The Effect of Dynamic Retail Experiences on Experiential Perceptions of Value: an Internet and Catalog Comparison。Journal of Retailing，78(1)，51-60。  new window
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會議論文
1.陳得發、李信興(200511)。體驗理論應用於直銷會場之研究。上海：同濟大學。30-61。  延伸查詢new window
學位論文
1.林慧婷(2002)。傳統通路與虛擬通路中不同顧客保留策略影響顧客信任、承諾與離去傾向之比較研究(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
2.趙婕甯(2007)。網路體驗行銷、信任、知覺風險與購買意願關係之研究(碩士論文)。國立嘉義大學。  延伸查詢new window
3.周家瑜(2003)。網站體驗對使用者信任、情感與行為意圖影響之研究(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
4.岳彩文(2003)。零售百貨業「特定體驗行銷活動」下之「消費體驗模型」相關研究--以漢神百貨開店慶暨母親節特賣活動為例(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
5.陳汶楓(2004)。消費者體驗與購後行為關係之研究--以六福村主題遊樂園為例(碩士論文)。朝陽科技大學。  延伸查詢new window
圖書
1.潘進丁、王家英(2006)。當巷口柑仔店變Wal-Mart。台北：天下文化。  延伸查詢new window
2.Kerlinger, F. N.(1986)。Foundations of Behavior Research。NY。  new window
3.Schmitt, Bernd(1999)。Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands。New York：The Free Press。  new window
4.Gobé, M.(2001)。Emotional Branding: the New Paradigm for Connecting Brands to People。New York, NY：Allworth Press。  new window
5.Engel, James F.、Blackwell, Roger D.、Miniard, Paul W.(2000)。Consumer Behavior。Dryden Press。  new window
6.Pine, B. J. II、Gilmore, J. H.(1999)。The experience economy: Work is theatre and every business a state。Harvard Business School Press。  new window
7.黃俊英、林震岩(1994)。SAS精析與實例。臺北市：華泰書局。  延伸查詢new window
8.Norris, R. T.(1941)。The theory of consumer's demand。Yale University Press。  new window
9.Abbott, Lawrence(1995)。Quality and Competition: An Essay in Economic Theory。Columbia University Press。  new window
10.Alderson, Wroe(1957)。Marketing Behavior and Executive Action: Functionalist Approach to Marketing Theory。Richard D. Irwin, Inc.。  new window
11.Organ, Dennis W.(1988)。Organizational Citizenship Behavior: The Good Soldier Syndrome。Lexington Press。  new window
12.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
 
 
 
 
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