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系統識別號 U0026-0812200911274424
論文名稱(中文) 忠誠方案型態、忠誠方案知覺價值、購後滿意度、預期後悔程度及忠誠度之關聯性研究-以汽車產業為例
論文名稱(英文) The Effect of Loyalty Programs, Perceived Value, Post-Purchased Satisfaction, Anticipated Regret and Loyalty Intention- The Case of Automobile Industry
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 93
學期 2
出版年 94
研究生(中文) 陳淑雅
研究生(英文) Shu-Ya Chen
電子信箱 live4funny@yahoo.com.tw
學號 r6692403
學位類別 碩士
語文別 中文
論文頁數 71頁
口試委員 指導教授-張紹基
指導教授-蔡東峻
口試委員-李奇勳
口試委員-樓永堅
中文關鍵字 預期後悔程度  忠誠度  知覺價值  忠誠方案  購後滿意度 
英文關鍵字 Loyalty program  Anticipated Regret  Post-Purchased Satisfaction  Perceived Value  Loyalty 
學科別分類
中文摘要  根據交通部的統計,台灣地區平均每五個人有一輛自用小客車,此數據正以每年20%的成長率攀升。然而,在地狹人稠的台灣,平均一個小家庭要同時擁有兩輛車實屬困難,因此,本研究認為在此高成率的背後,代表的是消費者再購行為。而廠商為了留住消費者,近年來無不投入許多成本資金,設計忠誠方案,藉此長期維繫與消費者的關係;期望消費者下一次再購汽車時,可以優先考慮原廠牌的汽車。

 過去針對忠誠方案與忠誠度之關聯性的研究,多以同一品牌作為衡量標準。意即,過去研究發現消費者接受原廠商忠誠方案服務後,的確可以增加其對該產品的購後滿意度;但是,根據文獻整理及本研究推論,除了對原廠牌的購後滿意度之外,影響忠誠度的另一個不確定因素在於,消費者於決策時資訊不足或缺乏實際使用經驗,為避免風險而放棄的競爭廠牌。因此,要提升忠誠度,除了確保消費者對原廠牌的產品滿意度、對忠誠方案感到價值之外,還必須要透過廠商長期提供的忠誠方案來降低消費者的預期後悔程度。因此本研究希望以忠誠方案為出發點,納入競爭廠牌的影響力,評估忠誠方案對於原產牌之購後滿意度、放棄其他廠牌的後悔程度,以及消費者的忠誠度之間的整體關聯性。

 本研究在汽車經銷商針對再購汽車的消費者作訪查,得到研究結論條列如下:(一),汽車廠商提供的忠誠方案可分為直接及間接兩種型態,其中,直接型態忠誠方案對於知覺價值形成較有貢獻。(二),消費者對忠誠方案知覺到的價值越高,其購後滿意度越高。(三),廠商可透過先行者優勢,有效降低消費者預期後悔程度。(四),購後滿意度為影響消費者忠誠度最重要的因素。

 根據以上幾點結論,本研究在實務上的建議為:(一),廠商應確保其在直接型態忠誠方案的品質,藉此累積消費者對忠誠方案的知覺價值。(二),購後滿意度為影響忠誠度的指標,主要評估為產品設計及體驗方面的表現。(三),競爭者可加強產品於設計方面的表現,藉此吸引消費者。



英文摘要  According to the statistic from Ministry of Transportation and Communication, one out of five persons owns a car in Taiwan and the owning proportion is growing about 20% per year. Because of the limited of parking space, it is difficult for Taiwanese’s family to own two or more cars at one time. Therefore, we infer that the annual growth rate probably stands for the repurchase behavior. In order to keep the consumers and maintain the consumer relationship, automobile firms invest a lot to develop loyalty programs. They believe that consumer will re-buy the same brand next time if firms provide variety of loyalty programs.

 Previously, the researches indicated that once people accepted loyalty programs which provided by the automobile brand they were using, they will be satisfied toward the brand. But, we also found that satisfaction doesn’t represent for loyalty intention anymore. Because, during the decision process, consumers will perceive a lot of information from other brands, the competitive brand. Because of limited of information and actual using experiences, people might feel regret if they forgive competitive brands finally. Thus, a successful loyalty program has two main objectives. First, firms should try to increase the satisfaction toward the original brand through perceived value which created by loyalty programs. Secondly, loyalty programs should inhibit the attractiveness of competitors and decrease the degree of anticipated regret.

 For companies, they would like to know which type of loyalty program will consist of more proportion of loyalty. Finally, does perceived value made up by loyalty program could directly build up loyalty intention or it just affects loyalty in indirect way.

 The target of this research is domestic automobile companies. We sampled the subjects randomly in different show rooms and analyzing the data through factor analysis, regression and SEM. The conclusions of this research are as followed. (1)Direct type of loyalty programs could form greater effectiveness to perceived value than indirect type loyalty program. (2)Consumers feel satisfied when they perceived high value toward the loyalty programs. (3)Perceived value created by loyalty programs might decrease the anticipated regret. (4) Post-purchased satisfaction is the most important role to affect loyalty intention.

 For the firms, we have several suggestions. (1)Firms should ensure the quality of direct type of loyalty to accumulate the perceived value. (2)Consumers will evaluate the product they have already chosen by the performance of product design and contact experience. (3) For competitive brands, they could try hard to enhance the quality of product design to attractive people.


論文目次 第一章 緒論 1    
 第一節 研究背景與動機 1    
 第二節 研究目的 4
第二章 文獻回顧 6          
 第一節 忠誠方案與知覺價值 6
 第二節 滿意度 10
 第三節 忠誠度 15
第三章 研究方法 17
 第一節 研究架構 17      
 第二節 研究範圍及對象 18
 第三節 資料收集方法及變數衡量 19
 第四節 資料分析方法 24
 第五節 前測問卷結果 27
第四章 結果分析與討論 32
 第一節 問卷回收概況與樣本基本資料 32
 第二節 正式問卷分析 34
 第三節 研究假設驗證 40
第五章 研究結論與建議 49
 第一節 研究結論 49
 第二節 理論意涵 53
 第三節 實務建議 55
 第四節 研究限制 57
參考文獻 58
附錄一,第一次前測問卷 62
附錄二,第二次前測問卷 64
附錄三,正式問卷 68

參考文獻 [中文]
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陳仕煥 (民86), 汽車購買準則及其影響因素-以台南地區為例,成功大學企業管理研究所碩士論文。
陳順宇 (民 89), 多變量分析, 二版, 台北, 華泰書局。
陳鑑文 (民 91),休旅車消費者購買決策的型態及行銷策略研究,國立成功大學高階管理碩士專班碩士論文。
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張振明 譯,Philip Kotler著 (民93 ),行銷是什麼,台北,商周出版社。

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