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E89039
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網路商場行銷策略與消費者服務價值與滿意度之關聯性實證研究
The Effects of Marketing Strategies on Consumer Satisfaction and Perceived Service Values: The Case of Web Shop
1.張國忠
1.Kuo-chung Chang
1.明新技術學院企業管理系
1.Department of Business Administration , Ming Hsin Institute of Technology
001,002,003,004
1.明新技術學院企業管理系
1.Department of Business Administration , Ming Hsin Institute of Technology
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1999-08-01
A.14 計畫執行期間(訖):2000-07-31
1999-12-152001-02-20
A.16 收到日期:2000-09-30
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上網購物者

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C.2 聯絡日期:2000-10-11
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1.明新技術學院企業管理系
1.Department of Business Administration , Ming Hsin Institute of Technology
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C.7 資料公開日期:2000-08-01
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1.自我形象
2.自我檢校
3.產品涉入
4.認知需求
5.調節效應
1.Moderating Effect
2.Need for Cognition
3.Product Involvement
4.Self-image
5.Self-monitoring
本研究提出網路商店行銷策略對消費者服務價值認知及滿意度關聯性之概念架構,其關聯性涉及消費者個人特質及產品涉入程度等潛在調節變項。研究內容包含概念性 架構之提出、問卷設計、網路線上資料收集與統計分析等實證方法。結果發現,網路商店常用之八種行銷策略,對於提高消費者的滿意度及認知服務價值,會受到消 費者自我檢校、相依性、認知需求等人格特質以及對產品涉入程度之影響。其影響效果分別進行探討,並提出相關之行銷建議。

This study investigated the effects of self-monitoring, self-image, need for cognition, and the degree of product involvement on the relationship between marketing strategies and consumer satisfaction and perceived service values for web shop. The empirical study included a conceptual framework, questionnaire design, web data collection, and statistical data analysis. The results indicated that the effects of eight types of marketing strategies on consumer satisfaction and perceived service values were moderated by consumers personality character- istics and the degree of product involvement. The moderating effects have been discussed and marketing implications given.

D.16 完成檢誤日期:2002-10-07
D.17 預定釋出日期:2002-11-07
D.18 初次釋出日期:2002-11-07
D.19_1 最新版釋出日期:2002-11-07
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10.6141/TW-SRDA-E89039-1
追蹤清單
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