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題名：健康保健產品消費行為前置因素之研究--採媒體、群體與個體三面向觀點
書刊名：顧客滿意學刊
作者：劉明德 引用關係／黃俊仁
作者(外文)：Liu, Ming-te／Huang, Jiun-jen
出版日期：2017
卷期：13:2
頁次：頁157-192
主題關鍵詞：消費社交認同感；自我關聯性；顧客公民行為；顧客參與行為；C-SV identification；Personal relevance；CCB；CPB
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本研究主要探討健康保健產品消費者在各構面間之交互關係，以媒體影響及群體影響作為個體認知中消費社交認同感的外部正向刺激，以個體影響作為個體認知中自我關聯性的外部正向刺激，以兩項個體有機體認知綜合探討對消費者其顧客公民行為或參與行為的影響歷程。此外，本研究提出三個競爭模型觀察不同構面組合在研究架構中是否存在差異與原假說模型進行比較，經模型配適度與數值比較發現，為求模型完整性，依舊以原假說模型為最佳模型。再者，本研究以社交認同理論將消費社交認同感作為中介變數，探討健康保健產品消費者在媒體影響、群體影響及個體影響對顧客公民行為或參與行為的影響關係，結果證實消費社交認同感並非其重要的中介變數。最後本研究成功將健康保健產品消費者受到外部刺激後的正向個體認知及其反應整合研究，望能彌補過去研究健康保健產品消費情境上的不足。
This study investigates the interrelated relationships between constructs for health product consumers. The medium influence and group influence are the external positive stimuli of consumer-social venture identification (C-SV identification) and individual influence is the external positive influence of personal relevance. In addition, consumer-social venture identification (C-SV identification) and personal relevance are the influencing factors of customer citizenship behavior (CCB) and customer participation behavior (CPB). This study compares the proposed framework with three different rival models. The results confirm the appropriateness of the proposed model.
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其他
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圖書論文
1.Groth, M.、Mertens, D.、Murphy, R. O.(2004)。Customers as Good Soldiers: Extending Organizational Citizenship Behavior Research to the Customer Domain。Handbook of Organizational Citizenship Behavior: A Review of "good Soldier" Activity in Organizations。Nova Science Publishers。  new window
 
 
 
 
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