题名

Understanding the Antecedents of Repurchase Intentions

并列篇名

再購意願之前置變數探討

DOI

10.6295/TAMJ.2006.0602.04

作者

蔡顯童(Hsien-Tung Tsai)；黃恆獎(Heng-Chiang Huang)

关键词

再購意願 ； 可預期的價值分享 ； 滿意度 ； 移轉障礙 ； Customer retention ； customer satisfaction ； future value sharing ； switching barriers

期刊名称

台灣管理學刊

卷期/出版年月

6卷2期（2006 / 08 / 01）

页次

63 - 80

内容语文

英文
中文摘要

「留住顧客」一直以來都是學術界及企業界所重視的議題，許多學者認為，具有忠誠度的顧客是廠商創造競爭優勢的重要資產。在過去，相關研究的焦點，多是集中在「顧客滿意度的提昇」及「顧客移轉障礙的建立」，這兩個顧客忠誠度的驅動因子強調的是廠商與顧客互動的歷史過程。換句話說，過去的研究多是假設顧客在進行再度惠顧的決策時，主要是依據他與廠商過去的互動經驗。然而，過去的文獻忽略了「可預期的價值分享」也常是影響他要不要再度惠顧的重要因素。因此本研究提出一個新的觀點，認為消費者的再購意願會受到「可預期的價值分享」所影響。本研究以橫斷面的資料進行實證，研究結果顯示，消費者的再購意願確實會受到未來的誘因所影響；更重要的是，「消費者對廠商的認知品質」也會影響到「可預期的價值分享」、「移轉障礙」、及「滿意度」。本研究的結果不僅對學理上有所貢獻，也提供了企業界不同的行銷策略思維。
英文摘要

Although academics and business practitioners are now paying more attention to the determinants of customer retention, the focus thus far has been on evaluation of customers' previous purchasing experiences with a firm and the perceived costs associated with leaving the provider. In this paper, the authors draw on consumer behavior literature to propose a concept that incorporates expected value sharing, which focuses on the future rather than evaluation of a provider's past performance. The study highlights the critical roles played by three drivers, namely, future value sharing, switching barriers, and customer satisfaction. To test the proposed hypotheses, the authors use a structural equation modeling approach based on data obtained from a music foundation in Taiwan. In general, the empirical findings support the theoretical model. Furthermore, the results suggest that the potential consequences of perceived quality can be categorized as anticipation-based, constraint-based, or desire-based attachments. The authors conclude the paper with a discussion of the implications of their findings and future research directions.
主题分类 社會科學 > 管理學
参考文献
  1. Ajzen, I.,M. Fishbein(1980).Understanding Attitudes and Predicting Social Behavior.Englewood Cliffs, NJ:Prentice-Hall.
  2. Alba, J. W.,J. W. Hutchinson(1987).Dimensions of Consumer Expertise.Journal of Consumer Research,13,411-454.
  3. Allen, N. J.,J. P. Meyer(1990).The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization.Journal of Occupational Psychology,63,1-18.
  4. Anderson, E. W.,C. Fornell(1994).Cross-Category Variation in Customer Satisfaction and Retention.Marketing Letters,5,19-30.
  5. Anderson, J. C.(1995).Relationships in Business Markets: Exchange Episodes, Value Creation, and Their Empirical Assessment.Journal of the Academy of Marketing Science,23,346-350.
  6. Anderson, J. C.,D. W. Gerbing(1988).Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.Psychological Bulletin,103,411-423.
  7. Bagozzi, R. P.,Y. Yi(1988).On the Evaluation of Structural Equation Models.Journal of the Academy of Marketing Science,16,74-94.
  8. Bansal, H. S.,P. G. Irving,S. F. Taylor(2004).A Three-Component Model of Customer Commitment to Service Providers.Journal of the Academy of Marketing Science,32,234-250.
  9. Bansal, H. S.,S. F. Taylor(1999).The Service Provider Switching Model (SPSM): A Model of Consumer Switching Behavior in the Services Industry.Journal of Service Research,2,200-218.
  10. Bendapudi, N.,L. L. Berry(1997).Customers` Motivations for Maintaining Relationships with Service Providers.Journal of Retailing,73,15-37.
  11. Bolton, R. N.,J. H. Drew(1991).A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes.Journal of Marketing,55,1-9.
  12. Bumham, T. A.,J. K. Frels,V. Mahajan(2003).Consumer Switching Costs: A Typology, Antecedents, and Consequences.Journal of the Academy of Marketing Science,31,109-127.
  13. Business Weekly(2003).Cover Story.Taiwan, MA:The Business Weekly Media Group.
  14. Carmines, E.,J. Mclver,G. Bohmstedt,E. Borgatta (eds.)(1981).Social Measurement: Current Issues.CA:Sage, Beverly Hills.
  15. Chiou, J. S.,C. Droge,S. Hanvanich(2002).Does Customer Knowledge Affect How Loyalty Is Formed.Journal of Service Research,5,113-124.
  16. Cronin, J. J.,S. A. Taylor(1994).SERVPERF versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality.Journal of Marketing,58,125-131.
  17. Crosby, L. A.,N. Stephens(1987).Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry.Journal of Marketing Research,24,404-412.
  18. Dabholkar, P.(1994).Incorporating Choice into an Attitudinal Framework: Analyzing Models of Mental Comparison Processes.Journal of Consumer Research,21,100-118.
  19. Fisher R. J.,E. Maltz,B. J. Jaworski(1997).Enhancing Communication between Marketing and Engineering: The Moderating Role of Relative Functional Identification.Journal of Marketing,61,54-70.
  20. Garbarino, E.,M. S. Johnson(1999).The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships.Journal of Marketing,63,70-87.
  21. Gerbing, D. W.,J. C. Anderson(1988).An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment.Journal of Marketing Research,25,186-192.
  22. Gilly, M. C.,B. D. Geib(1982).Post-Purchase Consumer Processes and The Complaining Consumer.Journal of Consumer Research,9,323-329.
  23. Gotlieb, J. B.,D. Grewal,S. W. Brown(1994).Consumer Satisfaction and Perceived Quality: Complementary or Divergent Constructs?.Journal of Applied Psychology,79,875-885.
  24. Grunhagen, M.,M. J. Dorsch(2003).Does the Franchisor Provide Value to Franchisees? Past, Current, and Future Value Assessments of Two Franchisee Types.Journal of Small Business Management,41,366-384.
  25. Harris, L. C.,M. M. H. Goode(2004).The four levels of loyalty and the pivotal role of trust: A study of online service dynamics.Journal of Retailing,80,139-158.
  26. Heide, J. B.,A. M. Weiss(1995).Vendor Consideration and Switching Behavior for Buyers in High-Technology Markets.Journal of Marketing,59,30-43.
  27. Heide, J. B.,A. S. Miner(1992).The Shadow of the Future: Effects of Anticipated Interaction and Frequency of Contact on Buyer-Seller Cooperation.Academy of Management Journal,35,265-292.
  28. Jackson, B. B.(1985).Winning and Keeping Industrial Customers.Lexington, MA:Lexington Books.
  29. Jones, M. A.,D. L. Mothersbaugh,S. E. Beatty(2000).Switching Barriers and Repurchase Intentions in Services.Journal of Retailing,76,259-274.
  30. Lemon, K. N.,T. B. White,R. S. Winer(2002).Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision.Journal of Marketing,66,1-14.
  31. Lewis, M.(2004).The Influence of Loyalty Programs and Short-Term Promotions on Customer Retention.Journal of Marketing Research,41,281-292.
  32. Lindskold, S.,B. Betz,P. S. Walters(1986).Transforming Competitive or Cooperative Climates.Journal of Conflict Resolution,30,99-114.
  33. Morgan, R. M.,S. D. Hunt(1994).The Commitment-Trust Theory of Relationship Marketing.Journal of Marketing,58,20-38.
  34. Mumighan, J. K.,A. Roth(1983).Expecting Continued Play in Prisone`s Dilemma Games.Journal of Conflict Resolution,27,279-300.
  35. Oliva, T. A.,R. L. Oliver,I. C. MacMillan(1992).A Catastrophe Model for Developing Service Satisfaction Strategies.Journal of Marketing,56,83-95.
  36. Oliver, R. L.(1999).Whence Consumer Loyalty?.Journal of Marketing,63,33-44.
  37. Oliver, R. L.,J. E. Swan(1989).Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach.Journal of Marketing,53,21-35.
  38. Parasuraman, A.,V. A. Zeithaml,A. Malhotra(2005).E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality.Journal of Service Research,7,213-233.
  39. Patterson, P. G.,T. Smith(2003).A Cross-Cultural Study of Switching Barriers and Propensity to Stay with Service Providers.Journal of Retailing,79,107-120.
  40. Ranaweera, C.,J. Prabhu(2003).The Influence of Satisfaction, Trust and Switching Barriers on Customer Retention in a Continuous Purchasing Setting.International Journal of Service Jndustiy Management,14,374-395.
  41. Reichheld, F. F.(1996).Learning from Customer Defections.Harvard Business Review,March-April,56-68.
  42. Ringold, D. J(1988).Consumer Response to Product Withdrawal: The Reformulation of Coca-Cola.Psychology & Marketing,5,189-210.
  43. Rodgers, W.,S. Negash,K. Suk(2005).The Moderating Effect of On-Line Experience on the Antecedents and Consequences of On-Line Satisfaction.Psychology & Marketing,22,313-331.
  44. Sharma, N.,P. G Patterson(2000).Switching Costs, Alternative Attractiveness and Experience as Moderators of Relationship Commitment in Professional, Consumer Services.International Journal of Service Industry Management,11,470-490.
  45. Szymanski, D. M.,D. H. Henard(2001).Customer Satisfaction: A Meta-Analysis of Empirical Evidence.Journal of the Academy of Marketing Science,29,16-35.
  46. Wathne, K. H.,H. Biong,J. B. Heide(2001).Choice of Supplier in Embedded Markets: Relationship and Marketing Program Effects.Journal of Marketing,65,54-67.
被引用次数
  1. 朱啟祥(2012)。知覺價值與轉換障礙如何影響再購意願：以Lativ實證研究為例。臺灣大學商學研究所學位論文。2012。1-83。 
print cancel