進階搜尋


 
系統識別號 U0026-0812200915231879
論文名稱(中文) 行動商務屬性對品牌權益及購買意願之影響
論文名稱(英文) A Study of Factors Influencing Brand Equity and Purchase Intention: the Properties of Mobile Commerce
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 97
學期 2
出版年 98
研究生(中文) 李惠敏
研究生(英文) Hui-Min Li
電子信箱 liyahaha@gmail.com
學號 r7696106
學位類別 碩士
語文別 中文
論文頁數 112頁
口試委員 指導教授-王維聰
口試委員-林彣珊
口試委員-王育民
中文關鍵字 購買意願  行動商務  品牌權益  行動加值服務 
英文關鍵字 purchasing intention  brand equity  Mobile Commerce  mobile value-added service 
學科別分類
中文摘要 企業會藉由品牌的建立,及持續地管理該品牌以得到顧客對產品或服務的意圖購買及使用,來賺取更高的利潤。而品牌的價值是企業進行品牌管理的主體,從消費者的角度來說稱之為品牌權益。品牌權益創造了公司的附加價值,企業管理品牌,目的是為了對商品或服務內含的附加價值最大化,讓消費者在購買過程決策當中,對隸屬於該品牌的產品或服務產生較高的購買意圖。

無線網路環境的興起以及行動商務的推動帶來了比電子商務更多元的附加服務,更能提升消費者對線上交易市場的接受度。行動商務之能發展成獨特的價值觀點,主要具有可用性(Usability)、客製化(Customization) 、識別性(Identifiability),和知覺有趣(Enjoyment)的特性,因行動化的特性為企業的產品或服務帶來新的銷售管道,也使原本的產品或服務增加了額外的市場價值。從這些價值延伸出的利益,亦成為商品或服務附加價值的一部份。

其中以現今行動商務的發展來看,行動加值服務是目前行動商務最成功的行動應用。根據文獻而知,目前有關行動商務的研究議題著力於大多行動技術的研發、使用者對行動服務的接受度,及行動商務之相關倫理議題,較少著重於行動商務在行銷領域中與品牌權益相關的探討。

故本研究意圖以行動加值服務為例,從消費者的角度出發,採用網路問卷作為資料來源,並利用結構方程式 (structural equation modeling, SEM) 進行分析,來探討行動商務的屬性所延伸出的附加價值是否會對品牌權益各主要構面有所影響,以及消費者對產品或服務的購買意願在建立於品牌權益的附加價值之下,來自於行動商務環境的決定性影響因素為何。

本研究結果發現行動商務的各屬性會對品牌權益產生顯著正向影響,品牌權益的各構面亦會對購買意願產生顯著正向影響。惟在行動商務屬性中,可用性對品牌忠誠度以及品牌聯想的因果關係不顯著。

本研究之貢獻在於除了能將研究結果提供給企業在進行品牌管理之際,做為產品或服務行銷策略上之參考,以及當企業欲投入資本發展行動商務市場時,能對企業自身品牌的競爭優勢有所建議。以外,並期望能將此模型概念在實務上應用在資訊管理與企業管理領域中。
英文摘要 Business gains higher profit and makes customers prefer to purchase products or intent to use the service through building and managing brand. The value of brand is the main factor about brand management for business. From a customer’s perspective, the name of be known as is called “brand equity”. It creates added value of business.

Business manages brand in order to improve added value of their products and service. The customers would have higher purchase intention for the products and service of business’s brand during buying decision process.

The development of mobile commerce arising from wireless network environment brings multiple added-value services compares more with electronic environment. Hence, it increases their acceptance of customers in the market of online transaction. Mobile commerce mainly contains unique value proposition, including usability, customization, identifiability, and perceived enjoyment. And these feature of mobility expands new way of marketing distribution, increasing market value of products and service in traditional market. The value contains profit as added-value of products and services.

In the view of mobile commerce, mobile value-added services are the successful applications among mobile application services. According to articles, more issues focus on development of m-commerce applications and guidelines, m-commerce behavioural issues, and m-commerce legal and ethical issues. It is less between m-commerce and the field of marketing, example for brand equity.

Therefore, in this paper, we model the properties of m-commerce influencing the factors of brand equity, and address the domain factors of value propositions underpinning added value which origins from brand equity. Moreover, adopt a web-based survey in the case of mobile value-added service and was placed on Internet. Using structural equation modeling (SEM) as the method of measurement.

Resulting show that exists a significant positive influence between each properties of m-commerce and the factors of brand equity, except the relationship between usability and brand loyalty, brand association. This article contributes to managing brand in making a decision of products and services marketing. While business intends to invest capital in the market of mobile commerce, providing specific suggestion for their brand’s position advantageously. In addition, the research expects that applies concepts to the field of information management and business management.
論文目次 摘要.................................................. I
Abstract.............................................. III
誌謝.................................................. V
目錄.................................................. VI
表目錄................................................ VIII
圖目錄................................................ IX
第一章 緒論.......................................... 1
第一節 研究背景與動機.............................. 1
第二節 研究目的 .................................... 3
第三節 研究流程 .................................... 4
第二章 文獻回顧..................................... 6
第一節 購買意願..................................... 6
第二節 品牌權益及其影響因子........................ 7
2.2.1 品牌權益的定義............................. 7
2.2.2 品牌忠誠度................................. 10
2.2.3 知覺品質................................... 11
2.2.4 品牌聯想................................... 12
2.2.5 品牌知名度................................. 13
第三節 行動商務.................................... 14
2.3.1 行動商務的定義............................. 14
2.3.2 行動商務的環境............................. 15
2.3.3 行動商務的屬性............................. 17
第四節 行動加值服務................................ 23
第五節 小結........................................ 25
第三章 研究方法...................................... 27
第一節 研究架構.................................... 27
第二節 研究假設與衡量變項.......................... 28
第三節 問卷設計.................................... 37
第四節 資料收集 .................................... 43
3.4.1 前測....................................... 43
3.4.2 資料收集................................... 44
第五節 資料分析與驗證.............................. 46
3.5.1 衡量模型................................... 46
3.5.2 結構化模型................................. 50
第四章 實證分析結果.................................. 53
第一節 前測........................................ 53
第二節 正式問卷回收與敘述性統計分析................ 57
第三節 模式評估.................................... 62
4.3.1 單變項常態性檢定........................... 63
4.3.2 多變項常態性檢定........................... 64
第四節 衡量模型.................................... 65
4.4.1 信度分析................................... 65
4.4.2 效度分析................................... 67
第五節 結構模型.................................... 74
4.5.1 適配度分析................................. 75
4.5.2 路徑分析與假說檢定......................... 77
第五章 結論與建議.................................... 87
第一節 研究發現..................................... 87
第二節 管理實務建議................................. 92
第三節 研究限制與未來研究方向....................... 94
5.3.1 研究限制................................... 94
5.3.2 未來研究方向............................... 95
參考文獻.............................................. 96
附錄一 正式問卷....................................... 103
附錄二 衡量模式修正步驟............................... 112

表目錄
表2- 1 各學者之品牌權益觀點比較....................... 10
表2- 2 行動商務屬性之定義............................. 22
表3- 1 本研究假說..................................... 35
表3- 2 可用性構面之問項............................... 38
表3- 3 客製化構面之問項............................... 38
表3- 4 識別性構面之問項............................... 39
表3- 5 知覺有趣構面之問項............................. 40
表3- 6 品牌忠誠度構面之問項........................... 40
表3- 7 知覺品質構面之問項............................. 41
表3- 8 品牌知名度構面之問項........................... 41
表3- 9 品牌聯想構面之問項............................. 42
表3- 10 購買意願構面之問項............................ 43
表3- 11品牌/行動商務類別之論壇列表.................... 44
表3- 12 整體模式適配度指標的數值範圍及理想的數值...... 48
表4- 1 問卷前測分析結果............................... 54
表4- 2 有效樣本基本資料描述 ........................... 59
表4- 3 各構面的平均數及標表差......................... 61
表4- 4 各問項的平均數及標準差......................... 61
表4- 5 各構面之單變項常態性檢定分析................... 63
表4- 6 各構面之多變項常態性檢定分析................... 64
表4- 7 各構面之信度分析表............................. 66
表4- 8 衡量模式配適度指標分析......................... 69
表4- 9 構面之信度分析表............................... 70
表4- 10 各構面之平均數及標準差........................ 71
表4- 11 測量構面的CFA分析結果......................... 72
表4- 12 區別效度分析結果.............................. 74
表4- 13 結構方程模式適配度指標........................ 76
表4- 14 假說路徑t值表................................. 77
表4- 15 潛在變項間之直接與間接效果.................... 79
表4- 16 本研究之假說檢定結果.......................... 85

圖目錄
圖1- 1 2007年行動加值服務使用率....................... 3
圖1- 2 研究流程圖..................................... 5
圖3- 1 研究模型與研究假設............................. 28
圖3- 2 資料分析流程圖 (Hair et al., 2006)............. 51
圖4- 1 衡量模型圖..................................... 69
圖4- 2 結構方程模式路徑圖............................. 75
圖4- 3 假說路徑之係數圖............................... 78
參考文獻 許士軍(1987),管理學,東華書局出版。


邱皓政(2003)。結構方程模式:LISREL的理論技術與應用。台北市:雙葉。

資策會(2006)。 Mobile Internet In Taiwan。民97年11月3日。取自:http://mit.find.org.tw/index200612.htm。

資策會(2007)。 Mobile Internet In Taiwan 2007年秋冬季號。民97年11月3日。取自:http://www.find.org.tw/mit/20071116/survey2007fw_02.html。

Aaker, D. A. (1991). Managing Brand Equity, New York, NY: The Free Press.

Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102-120.

Adams, D.A., Nelson, R.R., and Todd, P.A. (1992). Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication, MIS Quarterly, 16(2), 227-247.
American Marketing Association (1960), Marketing Definitions, A Glossary of Marketing Association, Chicago: American Marketing Association, pp.21.

Anderson, J. & Gerbing, J. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.

Bagozzi, R. P., Davis, F. D., & Warshaw, P. R. (1992). Development and Test of a Theory of Technological Learning and Usage. Human Relations, 45(7), 659-686.

Band, W. (2000). Creating value for your customer. Sales and Marketing Management in Canada, 31(2), 4-6.

Barwise, P. (1993). Brand equity: Snark or Boojum? International Journal of Research in Marketing, 10(1), 93-104.

Baek, T. H., Kim, J., & Yu, H. (2008). Examining the dual effects of brand credibility and brand prestige on purchase intention. Paper presented at the 50th Anniversary Annual Conference of the American Academy of Advertising (AAA), March 27-30, 2008, San Mateo, California, USA.

Bhattacherjee, A. (2002), Individual trust in online firms: scale development and initial test, Journal of Management Information Systems, 19(1), 211-241.

Bogozzi, R. P. and Yi, Y. (1988), On the evaluation of structural equation models, Journal of the Academy of Marketing Science, 16(1), 76-94.

Bolchini, D., & Paolini, P. (2004). Goal-driven requirements analysis for hypermedia-intensive Web applications. Requirements Engineering, 9(2), 85-103.

Carman, J. M. (1990). Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions. Journal of Retailing, 66(1), 33-56

Cardozo, R. N. (1965). An Experiment Study of Custom, Effect, Expectation and Statisfaction. Journal of Marketing Research (JMR), 2(3), 244-249.

Clarke, I. (2001). Emerging value propositions for m-commerce. Journal of Business Strategies, 18(2), 133-148.

Coursaris, C., & Hassanein, K. (2002). UNDERSTANDING M-COMMERCE. Quarterly Journal of Electronic Commerce, 3(3), 247-271.

Cyr, D., Head, M., & Ivanov, A. (2006). Design aesthetics leading to m-loyalty in mobile commerce. Information & Management, 43(8), 950-963.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.

De Chernatony, L., Cottam, S., & Segal-Horn, S. (2006). Communicating Services Brands' Values Internally and Externally. Service Industries Journal, 26(8), 819-836.

Dick, A. S. & Kunal, B. (1994) “Customer loyal: Toward an integrated conceptual frame-work”, Journal of Academy of Marketing Science, 22(2), pp.99-113.

Dickinger, A., Arami, M., & Meyer, D. (2008). The role of perceived enjoyment and social norm in the adoption of technology with network externalities. European Journal of Information Systems, 17(1), 4-11.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Journal of Marketing Research (JMR), 28(3), 307-319.

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior (8th ed.). New York, NY: Dryden Press.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research.: Reading, MA: Addison-Wesley.

Fornell, C. R. & Larcker, D. F. (1981). Evaluating structural equation models with
unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.

Gefen, D., Straub, D. W., & Boudreau, M. (2000). Structural equation modeling and
regression: Guidelines for research practice. Communications of the Association for Information Systems, 4(Article 7), 1-77.

Haaker, T., Edward, F., & Bouwman, H. (2006). Balancing customer and network value in business models for mobile services. International Journal of Mobile Communications, 4(6), 645-661.

Hadjistavropoulos, H. D., Frombach, I.K., Asmundson, Gordon J.G. (1999). Exploratory and confirmatory factor analytic investigations of the Illness Attitudes Scale in a nonclinical sample. Behaviour Research and Therapy, 37(7). 671-684.

Hair, J. F., Black, W. C , Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis. Upper Saddle River, NJ: Pearson Education.

Hairong, L., & Townsend, L. (2008). Mobile research in marketing design and implementation issues. International Journal of Mobile Marketing, 3(1), 32-40.

Hwang, Y., & Kim, D. J. (2007). Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust. Decision Support Systems, 43(3), 746-760.

Hu, L. & Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55.

Hung, S.-Y., Ku, C.-Y., & Chang, C.-M. (2003). Critical factors of WAP services adoption: an empirical study. Electronic Commerce Research & Applications, 2(1), 42-61.

Jacoby, J., & Chestnut, R.W. (1978), Brand loyalty: measurement and management, New York: John Wiley & Sons Inc.

Jarvenpaa, S. L., Tractinsky, N., and Vitale, M. (2000). Consumer Trust in an Internet Store, Information Technology and Management 1(1-2), 45-71.

Jeffrey F. Rayport, K. F. & Jaworski, B. J. (2003). Introduction to e-Commerce: with e-Commerce PowerWeb. 2nd Edition. McGraw-Hill/Irwin.

Jun, S. (2003). Information Requirement: ELICITATION IN MOBILE COMMERCE. Communications of the ACM, 46(12), 45-47.

Kacen J. J. & Lee J. A. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior. Journal of Consumer Psychology, 12(2), 163-176.

Kang, Y. S., Hong, S., & Lee, H. (2009). Exploring continued online service usage behavior: The roles of self-image congruity and regret. Computers in Human Behavior, 25(1), 111-122.

Kannan, V. R., & Tan, K. C. (2005). Just in time, total quality management, and
supply chain management: understanding their linkages and impact on
business performance. Omega, 33(2), 153-162.

Keeker, K. (September 2008). Improving Web Site Usability and Appeal. Retrieved November 28, 2008, from http://msdn.microsoft.com/en-us/library/cc88936 1.aspx.

Kenny, D. A., & McCoach, D. B. (2003). Effect of the Number of Variables on Measures of Fit in Structural Equation Modeling. Structural Equation Modeling: A Multidisciplinary Journal, 10(3), 333-351.

Keller, K. L. (1993). Conceptualizing, Measuring, Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.

Keller, K. L. (1998) Strategic Brand Management: Building, Measuring and Managing Brand Equity. Upper Saddle River, NJ: Prentice-Hall.

Kim, D., & Sugai, P. (2008). Differences in consumer loyalty and willingness to pay for service attributes across digital channels: A study of the Japanese digital content market. Telecommunications Policy, 32(7), 480-489.

Kim, H.-W., Chan, H. C., & Gupta, S. (2007). Value-based Adoption of Mobile Internet: An empirical investigation. Decision Support Systems 43(1), 111-126

Kim, P. (1990). A perspective on brands. Journal of Consumer Marketing, 7(4), 63-67.
Kline, Rex B. (1998). Principles and practice of structural equation modeling. New York: The Guilford Presws.

Kumar, S., Zahn, C. (2003). Mobile communications; Mobile commerce; Mobile business; M-Communication; M-Commerce. Technovation, 23(6), 515-520.

Leppäniemi, M., & Karjaluoto, H. (2008). MOBILE MARKETING: FROM MARKETING STRATEGY TO MOBILE MARKETING CAMPAIGN IMPLEMENTATION. International Journal of Mobile Marketing, 3(1), 50-61.

Lee, H.-H., Fiore, A. M., & Kim, J. (2006). The role of the technology acceptance model in explaining effects of image interactivity technology on consumer responses. International Journal of Retail & Distribution Management, 34(8), 621-644.

Lee. J., Lee J., & Feick, L. (2001). The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France. Journal of Services Marketing, 15(1), 35-46.

Lee, Y. E., & Benbasat, I. (2003). Interface design: for Mobile Commerce. Communications of the ACM, 46(12), 48-52.
Limon, Y., Kahle, L. R., & Orth, U. R. (2009). Package Design as a Communications Vehicle in Cross-Cultural Values Shopping. Journal of International Marketing, 17(1), 30-57.

Müller, B., & Chandon, J.-L. (2004). The impact of a World Wide Web site visit on brand image in the motor vehicle and mobile telephone industries. Journal of Marketing
Communications, 10(2), 153-165.

Mardia, K. V. (1970). Measures of multivariate skewness and kurtosis with applications, Biometrika, 57(3), 519-530.

Mahatanankoon, P., Wen, H. J., & Lim, B. (2005). Consumer-based m-commerce: exploring consumer perception of mobile applications Computer Standards & Interfaces 27(4), 347-357.

Mennecke B.E., T.J. Strader (2003), Mobile Commerce: Technology, Theory, and Applications, IDEA Group Publishing: Loudon.

Mobile Marketing Association. (2008). Mobile Marketing Association Wiki. Retrieved December 24, 2008. http://www.mmaglobal.com/wiki/.

Ngai, E. W. T., & Gunasekaran, A. (2007). A review for mobile commerce research and applications. Decision Support Systems, 43(1), 3-15.

Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.

O'Cass, A., & Lim, K. (2002). The Influence of Brand Associations on Brand Preference and Purchase Intention: An Asian Perspective on Brand Associations. Journal of International Consumer Marketing, 14(2), 41-71.

Ogawara S, J.C.H. Chen, Q. Zhang (2003) Internet grocery business in Japan: current business models and future trends, Industrial Management, 103(9), 727-735.

Okazaki, S., & Taylor, C. R. (2008). What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets Journal of Business Research 61(1), 4-12

Ozsomer, A. E., & Altaras, S. (2008). Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework. Journal of International Marketing, 16(4), 1-28.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 58(1), 111-124.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.

Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135-145.

Petre, M., Minocha, S., & Roberts, D. (2006). Usability beyond the website: an empirically-grounded e-commerce evaluation instrument for the total customer experience. Behaviour & Information Technology, 25(2). 189-203.

Porter, M. E. (1998). Competitive Advantage:Techniques for Analyzing Industries and Competitors. New York, NY: The Free Press.

Prykop, C., & Heitmann, M. (2006). Designing Mobile Brand Communities: Concept and Empirical Illustration. Journal of Organizational Computing & Electronic Commerce, 16(3/4), 301-323.

Schultz, D. E.,Tannenbaum, S. I. and Lauterborn, R. F.(1993), Integrated Marketing Communication-Pulling It Together and Making It Work, Lincolnwood, IL:NTC Publishing Group.

Sharma, S. (1996). Applied MultivariateTechniques New York: J. Wiley.

Siau K., E.P. Lim, Z. Shen (2001) Mobile commerce: promises, challenges, and research agenda, Journal of Database Management, 12(3), 4-13.

Song J., Koo, C., & Kim, Y. (2007). Investigating Antecedents of Behavioral Intentions in Mobile Commerce. Journal of Internet Commerce, 6(1), 13-34.

Staton R. (2001) The mobile internet: what is it? How will it be built? And what services will it deliver? International Review of Law, Computers and Technology, 15(1), 59-71.

Tan Dai, S., & Piron, F. (2002). Advertising agencies and advertisers' perceptions of internet advertising. International Journal of Advertising, 21(3), 381-397.

Tanaka, J. S. (1987). ‘How big is enough? Sample size and goodness-of-fit structural
equation models with latent variables. Child Development, 58(1), 135-146.

Tarafdar, M., & Jie, Z. (2007). Determinants of reach and loyalty – A study of website performance and implications for website design. Journal of Computer Information Systems, 48(2), 16-24.

Tarasewich P. (2003), Designing mobile commerce applications, Communications of the ACM, 46(12), 159-172.

Timmers, P. (1998). Business models for electronic markets. Electronic Markets, 8(2), 3-8.

Tsalgatidou, A., & Pitoura, E. (2001). Business models and transactions in mobile electronic commerce: requirements and properties. Computer Networks 37(2), 221-336.

Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207-217.

Van der Heijden, H. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information and Management 40(6), 541-549.

Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695-704.

Venkatesh, V. (2000), “Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model, Information Systems Research,11(4), 342-365.

Venkatesh, V., Ramesh, V., & Massey, A. P. (2003). Understanding Usability: in Mobile Commerce. Communications of the ACM, 46(12), 53-56.

Varshney U., R. Vetter (2002), Mobile commerce: framework, applications and networking support, Mobile Networks and Applications, 7(3), 185-198.

Webster, J. & Martocchio, J. J. (1992), “Microcomputer Playfulness: Development of a Measure with Workplace Implications, MIS Quarterly,16(2), 201-226.

Wheaton, B., Muthen, B., Alwin, D. F. A., & Summe, G. F. (1977). Assessing Reliability and Stability in Panel Models. Sociological Methodology, 8, 84-136.

Yang Kenneth C. C.(2007). Exploring Factors Affecting Consumer Intention to Use Mobile Advertising in Taiwan. Journal of International Consumer Marketing, 20(1), 33-49.

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2012-07-28起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2014-07-28起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw