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題名：應用PPM理論探討高級進口車顧客之轉換意圖
書刊名：行銷評論
作者：賴明政 引用關係／周孟穎
作者(外文)：Lai, Ming-cheng／Chou, Meng-ying
出版日期：2017
卷期：14:3
頁次：頁263-291
主題關鍵詞：推力-拉力-鎖住力模型；人口遷徙理論；轉換意圖；高級進口車；Push-pull-mooring model；PPM model；Human migration theory；Switching intention；Luxury car
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(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:13
  • 點閱點閱:71
近年來，國內高級進口車市場成長迅速，面對市場的激戰，各家汽車業者為了提高市佔率，勢必要爭取其他競爭品牌的顧客轉移購買自家的產品，並盡可能延緩或阻隔既有顧客的離去。因此，對汽車業者來說，了解顧客之轉換意圖是一項重要的議題。本研究延伸應用人口遷徙理論中的「推力－拉力－鎖住力模型」，以解釋影響顧客轉換或駐留於高級進口車品牌的決定因素。問卷調查回收951位車主資料，以結構方程模式檢測假說。研究結果發現，拉力、鎖住力對轉換意圖皆具有顯著影響，此外，鎖住力對推力及拉力與轉換意圖間的關聯性，皆具有顯著的調節作用。建議業者應主動塑造品牌差異吸引力及運用同儕力量並營造新的慾望來吸引顧客轉換，同時，透過強化品牌形象以及增加顧客的慣性，進而抑制阻隔顧客之轉換意圖。
The luxury car market in Taiwan has been growing rapidly during past years, while the competition among luxury car brands has become fierce. Consumers' switching behavior has a tremendous impact on these brands. Thus, it is important for luxury car brands to retain their current customers as well as to attract new customers. The study extends ＂Push-Pull-Mooring＂ migratory theory, explaining and analyzing the factors that influence the consumers' decision to whether switch to another brand or stay with the original one. The study applies structural equation modeling to test the hypothesis and the data was collected from 951 current owners of luxury car through questionnaire survey. The result shows that the PPM model can be employed to explain and predict the user's switching intention of luxury car, and both pull and mooring variable have significant effects on switching intention. The moderating effects of mooring on the relationship between its antecedents. The findings in the study are believed to increase our understanding of car industry regarding how to maintain current customers and build new users' loyalty, as well as making contributions to both academic research and business practice.
期刊論文
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9.Jones, M. A.、Mothersbaugh, D. L.、Beatty, S. E.(2000)。Switching barriers and repurchase intentions in services。Journal of Retailing，76(2)，259-274。  new window
10.Hou, Avus C. Y.、Chern, Ching-Chin、Chen, Houn-Gee、Chen, Yu-Chen(2011)。'Migrating to a new virtual world': Exploring MMORPG switching through human migration theory。Computers in Human Behavior，27(5)，1892-1903。  new window
11.Moon, B.(1995)。Paradigms in migration research: Exploring "moorings" as a schema。Progress in Human Geography，19(4)，504-524。  new window
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19.蕭源都、張仁家、張婉君、賴慕回、趙祥印、鍾光硯(20130300)。TOYOTA汽車服務品質之研究。華人經濟研究，11(1)，29-44。new window  延伸查詢new window
20.Ye, C.、Potter, R.(2011)。The role of habit in post-adoption switching of personal information technologies: An empirical investigation。Communications of the Association for Information Systems，28(1)，585-610。  new window
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22.Sharma, N.、Patterson, P. G.(2000)。Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services。International Journal of Service Industry Management，11(5)，470-490。  new window
23.Ping, Robert A. Jr.(1993)。The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect。Journal of Retailing，69(3)，320-352。  new window
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28.陳禹辰、侯正裕、尚榮安、陳靜枝、張翊宏(20091200)。玩家為何轉換線上遊戲--人口遷徙理論觀點。電子商務學報，11(4)，723-751。new window  延伸查詢new window
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會議論文
1.楊忠民、彭國芳(2012)。實體零售顧客轉換至7-net雲端超商之意圖研究--以PPM人口遷徙理論為探討架構。2013國際ERP學術及實務研討會。  延伸查詢new window
2.Hou, A.、Shang, R. A.、Huang, C. C.、Wu, K. L.(2014)。The effects of Push-Pull-Mooring on the switching model for social network sites migration。PACIS 2014，64。  new window
3.Zengyan, C.、Yinping, Y.、Lim, J.(2009)。Cyber migration: An empirical investigation on factors that affect users' switch intentions in social networking sites。The 42nd Hawaii International Conference on System Sciences，(會議日期: January 5-8, 2009)，1-11。  new window
4.Fei, L.、Bo, X.(2014)。Do I Switch? Understanding Users' Intention to Switch between Social Network Sites。2014 47th Hawaii International Conference，551-560。  new window
學位論文
1.陳世偉(2003)。國產汽車消費者購買行為之研究(碩士論文)。國立臺北大學。  延伸查詢new window
2.楊欣倫(2011)。網路行銷活動態度、主觀規範、自我建構、自我調節與行為意圖之研究--以網路成癮症者為例(碩士論文)。國立嘉義大學。  延伸查詢new window
3.張源安(2011)。汽車產業服務品質、企業形象、顧客滿意度與忠誠度間關係之研究--以TOYOTA汽車為例(碩士論文)。國立中正大學。  延伸查詢new window
4.顏國性(2012)。探討寬頻用戶轉換意願之影響因素--從遷徒理論觀點(碩士論文)。國立高雄應用科技大學。  延伸查詢new window
5.侯正裕(2010)。"Migrating to a New Virtual World": Exploring Social Network Sites Switching through Human Migration Theory(博士論文)。國立臺灣大學。  new window
6.Sung, W.(2013)。Understanding the Switching Behaviors of Smartphone Users: A Model Comparison Approach(碩士論文)。KAIST。  new window
7.邱俊融(2008)。服務品質PEPSI與顧客轉換意圖之研究--以銀行業為例(碩士論文)。國立臺北大學。  延伸查詢new window
8.胡緁瑩(2012)。應用PPM理論探討行動通訊使用者之轉換意圖兼論轉換成本之調節效果--以統一超商電信為例(碩士論文)。淡江大學。  延伸查詢new window
9.簡子皓(2008)。汽車市場消費行為之研究--以南投縣中學教職員為例(碩士論文)。南開科技大學。  延伸查詢new window
10.張顥騰(2012)。消費者對購買電動汽車之行為意圖的影響因素研究(碩士論文)。南台科技大學。  延伸查詢new window
11.宋瑞盈(2007)。慣性、轉換成本、競爭者吸引力及服務滿意度對轉換意願之影響--以行動電話服務產業為例(碩士論文)。銘傳大學。  延伸查詢new window
圖書
1.Boyle, P. J.、Halfacree, K.、Robinson, V.(1998)。Exploring Contemporary Migration。London：Longman。  new window
2.Bogue, Donald J.(1969)。Principles of Demography。New York：John Wiley & Sons。  new window
其他
1.台灣區車輛工業同業公會(2015)。台灣汽車產銷統計表，http://www.ttvma.org.tw。  延伸查詢new window
圖書論文
1.Longino, C. F.(1992)。The forest and the trees: micro-level considerations in the study of geographic mobility in old age。Elderly Migration and Population Redistribution。London：Belhaven Press。  new window
 
 
 
 
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