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系統識別號 U0026-0507201912105900
論文名稱(中文) 關係行銷對顧客忠誠度之影響-以電商博客來商城為例
論文名稱(英文) A study on relation marketing and customer loyalty- Books.com as an example
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 107
學期 2
出版年 108
研究生(中文) 王思凱
研究生(英文) Ssu-Kai Wang
學號 R46061277
學位類別 碩士
語文別 中文
論文頁數 52頁
口試委員 指導教授-莊双喜
口試委員-黃瀞瑩
口試委員-李憲達
中文關鍵字 關係行銷  品牌認同  套牢效應  顧客忠誠度 
英文關鍵字 Relation Marketing  Brand Identity  Lock-In Effect  Customer Loyalty 
學科別分類
中文摘要 網路時代的消費者能夠取得更全面的資訊以及產品體驗,使得網路上的行銷大戰在電子化時代變得更加激烈,以維持消費者關係為目的的行銷方法成了品牌端的首要策略,這樣的關係行銷是否真的有幫助到廠商,讓其消費者不只購買自家產品還成了品牌的粉絲、成為忠誠顧客?此份論文是以關係行銷為主軸,透過消費者情感面的品牌認同及套牢效應構面,來觀察對顧客忠誠度有何影響。以及掌握本研究個案的關係行銷方法在實證上的真實狀況。
本研究的量化資料是透過網路問卷蒐集,分別由社群軟體Facebook社團、Instagram與PTT論壇發放問卷,調查對象為博客來商城之使用者。共計收回241份問卷,其中有233份為有效問卷,再以統計軟體SPSS之敘述統計分析、PLS統計方法得到信效度分析、各構面的路徑顯著性分析與中介效果分析,來驗證本研究之所有假說。經研究顯示:
而經過本研究顯示,電商之關係行銷策略對其顧客忠誠度有顯著正向影響,也對其品牌認同、顧客的套牢效應有顯著正向影響。顧客對電商的品牌認同對其套牢效應有顯著正向影響,接者,顧客對電商的品牌認同與套牢效應也都對顧客忠誠度有顯著正向影響。最後是中介效果的部分,品牌認同與套牢效應,在關係行銷對顧客忠誠度的影響上具有部分中介效果,也就是說電商之關係行銷策略會透過品牌認同與套牢效應來正向影響顧客忠誠度。
英文摘要 The marketing war on the internet become more intense in the digital era because customers can obtain more comprehensive information and product experience. As a result, the marketing method aimed at maintaining consumer relations has become the brand's primary strategy. This study takes the relation marketing and the customer loyalty as the main aspects, building the main frame with the brand identity and the lock-in effect. We will explore the co-related factors of the main frame, and observe the effect between the two main aspects whether mediated by brand identity and lock-in effect.
The quantitative data of this study were collected through the online questionnaire distributed by the social software Facebook community, Instagram and PTT forums. This research adopted partial least squares method. According to the results, firstly, customer loyalty is significantly positive affected by the relation marketing, brand identity, and lock-in effect. Secondly, brand identity and lock-in effect are significantly positive affected by the relation marketing. Lastly, brand identity has positively impacts on lock-in effect. In addition, relation marketing positively affect Customer Loyalty through brand identity and lock-in effect.
論文目次 摘要 I
A STUDY ON RELATION MARKETING AND CUSTOMER LOYALTY
- BOOKS.COM AS AN EXAMPLE II
目錄 VII
表目錄 IX
圖目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 博客來網路商城 4
第四節 研究內容與流程 6
第二章 文獻回顧 7
第一節 關係行銷(RELATION MARKETING) 7
第二節 品牌認同(BRAND IDENTITY) 9
第三節 套牢效應(LOCK-IN EFFECT) 10
第四節 顧客忠誠度(CUSTOMER LOYALTY) 11
第三章 研究方法 12
第一節 研究架構 12
第二節 研究假說 13
第三節 研究變項 17
第四節 研究設計 22
第四章 資料分析與研究結果 23
第一節 樣本敘述統計 23
第二節 實證模型檢測 27
第五章 結論與建議 38
第一節 結論 38
第二節 研究限制 40
第三節 建議 40
參考文獻 42
附錄 49
研究問卷 49
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