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E89107
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台灣地區廠商對消費者關係行銷之研究
Investigation into Business-to-Consumer Relationship Marketing in Taiwan
1.黃鵬飛
1.Perng-fei Huang
1.國立高雄第一科技大學行銷與流通管理系
1.Department of Marketing and Distribution Management , National Kaohsiung First University of Science and Technology
001,002,003,004
1.國立高雄第一科技大學行銷與流通管理系
1.Department of Marketing and Distribution Management , National Kaohsiung First University of Science and 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):2000-08-01
A.14 計畫執行期間(訖):2001-07-31
A.16 收到日期:2002-08-13
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1676

1676
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C.2 聯絡日期:2002-08-14
3
1.國立高雄第一科技大學行銷與流通管理系
1.Department of Marketing and Distribution Management , National Kaohsiung First University of Science and Technology
1
2006年7月17日收到計畫主持人寄回的授權書,但還需要學校蓋印

C.7 資料公開日期:2003-08-01
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008
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1
1
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3
3
001
本研究調查台灣地區消費者參加及可能終止長期商業關係的原因以及關係維持之關鍵因素--信任與承諾--的前因及後果。調查對象涵蓋全國各地區的消費者,有效樣本數為1,675。發現關係加入的最主要原因為經濟利益與購物便利性;關係可能終止的主要原因為經濟利益與產品/ 服務品質的降低。關係需求、關係特別投資、滿意、公平、相對績效及信任與關係承諾有顯著正向關聯,替代選項則有顯著負向關聯。信任與承諾均對交易夥伴的未來互動具有顯著影響。這些發現與國外文獻大致相符,似乎意味關係行銷理論及國外的研究發現均可作為國內業界施行關係行銷計劃的參考。

  This study is aimed to understand in Taiwan why consumers want to participate in and possibly withdraw from a business relationship, as well as the antecedents and consequences of trust and relationship commitment. A nationwide sample comprising 1,675 consumers was obtained through person interviews with questionnaires. We find that the most important relationship engagement factors are economical benefits and purchase convenience, and that the major reason consumer possibly withdraw from a relationship is the decrease of economical rewards and /or product/service quality. Results also indicate that the need for a relationship, satisfaction, fairness, relative performance, and trust all are significantly and positively related, and availability of alternatives significantly and negatively related, to relationship commitment, and that both commitment and trust are strongly connected with partners' future interactions.

D.16 完成檢誤日期:2003-12-25
D.17 預定釋出日期:0000-00-00
D.18 初次釋出日期:0000-00-00
D.19_1 最新版釋出日期:0000-00-00
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追蹤清單
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