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題名：消費者產品知識與猶豫不決對購後滿意度與購後後悔之研究
書刊名：行銷科學學報
作者：黃慧新 引用關係
作者(外文)：Huang, Hui-hsin
出版日期：2016
卷期：12:1
頁次：頁23-38
主題關鍵詞：產品知識；猶豫不決；購後滿意度；購後後悔；Product knowledge；Hesitation；Post-purchase satisfaction；Post-purchase regret
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(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:1
  • 點閱點閱:32
由於行銷市場上產品的複雜化與多樣化，消費者所擁有的產品知識和決策時猶豫不決特質，都會影響購後結果之評估，但過去少有研究直接探究這兩個變數對於消費者購後滿意度之影響；故本研究將焦點放在討論產品知識、猶豫不決對購後滿意度、並購後滿意度對後悔之影響；研究以實驗法先陳列產品資訊，接著進行變項測量，最後對後悔以口碑方式進行操弄與測量，結果發現，產品知識越高購後滿意度越高、猶豫不決程度越高購後滿意度越低，而購後滿意度越高後悔程度越低。因此未來行銷管理者可以透過提供相關且充足的資訊給消費者增加其產品知識、降低猶豫不決，以提升購後滿意度。
According to the complicated and various functions of products, the hesitation and product knowledge may influence the result of post-purchase evaluation. But there is less previous research making discussion on the direct effect from hesitation and product knowledge to post-purchase satisfaction. Thus this paper focuses on exploring the impact of product knowledge, hesitation to satisfaction and the influence of satisfaction on regret. This study conducts experiment method to demonstrate the information of product, manipulate the regret(high/low) from word of mouth and then measure these observation variables. The results show that the higher product knowledge cases higher satisfaction and the higher hesitation lead to higher satisfaction. If the customer feels more satisfied then he will fell less regret. Finally, in order to increase customer satisfaction of post-purchase, the marketing manager can provide sufficient product information for the customer to increase product knowledge and decrease the hesitation.
期刊論文
1.Liao, C.、Liu, C. C.、Liu, Y. P.、To, P. L.、Lin, H. N.(2011)。Applying the Expectancy Disconfirmation and Regret Theories to Online Consumer Behavior。Cyberpsychology, Behavior, and Social Networking，14(4)，241-246。  new window
2.Cho, C. H.、Kang, J.、Cheon, H. J.(2006)。Online shopping hesitation。Cyberpsychology and Behavior，9(3)，261-274。  new window
3.Lin, Szu-Ju、Li, Chao-Hua、You, Ching-Sing(2012)。Consumer behavior and perception of marketing strategy for amusement parks: A case study of Taiwan。African Journal of Business Management，6(14)，4795-4803。  new window
4.Bian, Xuemei、Moutinho, Luiz(2011)。The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects。European Journal of Marketing，45(1/2)，191-216。  new window
5.Van Dijk, Eric、Zeelenberg, Marcel(2005)。On the psychology of 'if only': Regret and the comparison between factual and counterfactual outcomes。Organizational Behavior and Human Decision Processes，97(2)，152-160。  new window
6.Zeelenberg, Marcel、Pieters, Rik(2004)。Beyond Valence in Customer Dissatisfaction: A Review and New Findings on Behavioral Responses to Regret and Disappointment in Failed Services。Journal of Business Research，57(4)，445-455。  new window
7.Dutta, S.、Biswas, A.、Grewal, D.(2011)。Regret from Postpurchase Discovery of Lower Market Prices: Do Price Refunds Help?。Journal of Marketing，75(6)，124-138。  new window
8.García, I. S.、Pieters, R.、Zeelenberg, M.、Bigné, E.(2012)。When Satisfied Consumers Do Not Return: Variety Seeking's Effect on Short- and Long-Term Intentions。Psychology and Marketing，29(1)，15-24。  new window
9.Gefen, D.、Straub, D. W.、Boudreau, M. C.(2000)。Structural equation modeling techniques and regression: Guidelines for research practice。CAIS 2000，4(7)，1-78。  new window
10.Guchait, P.、Namasivayam, K.、Lei, P. W.(2011)。Knowledge management in service encounters: impact on customers’ satisfaction evaluations。Journal of Knowledge Management，15(3)，513-527。  new window
11.Huang, L.、Gursoy, D.、Xu, H.(2014)。Impact of personality traits and involvement on prior knowledge。Annals of Tourism Research，48，42-57。  new window
12.Liu, L. L.、Shih, S. K. H.(2014)。Examining the hesitation incentives on the usage of mobile cosmetic medical systems。Int. J. Mobile Communications，12(5)，512-532。  new window
13.Mugge, R.、Schifferstein, H. N. J.、Schoormans, J. P. L.(2010)。Product attachment and satisfaction: understanding consumers' post purchase behavior。Journal of Consumer Marketing，27(3)，271-282。  new window
14.Sarwar, N.、Altaf, M.、Shah, A. H.、Yousaf, U.(2012)。Hesitancy Towards Online Shopping。A Study Of Pakistani Consumers--Management and Marketing，5(2)，273-284。  new window
15.Schramm, E. M.、Hu, Y. M.(2014)。The Moderating Role of Mindfulness in New Product Evaluation。Atlantic Marketing Journal，3(3)，1-20。  new window
16.Simon, S.、Manohar, M.、Orlando, E. W.(2013)。Marketing Implications of Environmental Influences Onconsumer Buying Behaviour。ELK Asia Pacific Journal of Marketing And Retail Management，4(2)，1-6。  new window
17.周建亨、梁凱怡(2015)。品牌形象與購後後悔關係之研究。行銷科學學報，11(1)，37-64。new window  延伸查詢new window
18.Tsiros, Michael、Mittal, Vikas(2000)。Regret: A model of its antecedents and consequences in consumer decision making。Journal of Consumer Research，26(4)，401-417。  new window
19.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
20.Zeelenberg, M.、Pieters, R.(2007)。A theory of regret regulation 1.0。Journal of Consumer Psychology，17(1)，3-18。  new window
21.Hu, Li-tze、Bentler, Peter M.(1999)。Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives。Structural Equation Modeling: A Multidisciplinary Journal，6(1)，1-55。  new window
學位論文
1.王蓉莉(2001)。消費者對組合產品的知覺評估--以產品知識、產品涉入為調節變數(碩士論文)。義守大學。  延伸查詢new window
2.Potworowski, G. A.(2010)。Explaining the Tendency to Not Make Timely and Stable Decisions(博士論文)。University of Michigan。  new window
3.楊正瑀(2002)。溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響不同程度產品知識及多重外在提示對網路購物意願之影響(碩士論文)。國立交通大學。  延伸查詢new window
4.葉青(2009)。旅遊風險知覺與旅客猶豫不決之關係：兼論旅遊知識之調節效果(博士論文)。銘傳大學。new window  延伸查詢new window
圖書
1.Engle, J. F.、Blackwell, R. D.、Miniard, P. W.(1993)。Consumer behavior。Chicago：Orlando, Florida：Dryden Press。  new window
2.Hayduk, Leslie Alec(1987)。Structural equation modeling with LISREL: Essentials and advances。Johns Hopkins University Press。  new window
3.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1998)。Multivariate Data Analysis--Structural Equation Modeling。Prentice-Hall International, Inc.。  new window
 
 
 
 
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