题名

壽險業服務創新與企業社會責任對消費者行為意圖之影響－以顧客口碑為干擾變數

并列篇名

The Influence of Life Insurance Service Innovation and Corporate Social Responsibility on Consumers Behavior Intentions: The Moderating Effect of Word of Mouth

DOI

10.6626/MR.201612_16(2).0004

作者

李珍穎(Chen-Ying Lee)；高于庭(Yu-Ting Kao)

关键词

人壽保險 ； 服務創新 ； 企業社會責任 ； 行為意圖 ； 顧客口碑 ； Life insurance ； Service innovation ； Corporate social responsibility ； Customer behavior intentions ； Word of mouth

期刊名称

管理研究學報

卷期/出版年月

16卷2期（2016 / 12 / 01）

页次

83 - 119

内容语文

繁體中文
中文摘要

鑒於保險業競爭劇烈，須發展經營策略以提升競爭力，本研究探討壽險業服務創新與企業社會責任對消費者行為意圖之影響，並以顧客口碑來探究其干擾效果。藉由立意抽樣方式，針對已購買壽險的消費者為受訪對象，總計發出480份問卷，扣除無法回收及無效問卷後，有效問卷為422份。採用變異數分析(ANOVA)、複迴歸來檢定研究假說。研究結果顯示：(1)壽險業服務創新與企業社會責任對消費者行為意圖都有正向顯著的影響。(2)壽險業服務創新與企業社會責任對顧客滿意也呈現正向顯著影響。(3)顧客口碑對於壽險業服務創新與消費者行為意圖不存在任何干擾效果。(4)顧客口碑對壽險業企業社會責任之推動與消費者行為意圖存在部分干擾效果。整體而言，實證結果對保險業未來服務創新及企業社會責任之推動與行銷策略的結合提供重要的經營管理實務意涵。
英文摘要

The purpose of this study is to investigate the influencing life insurance service innovation and corporate social responsibility (CSR) on customer behavior intentions. In addition, the study examines the moderating effects of word of mouth. By using purposive sampling, this study retrieved a total of 422 effective samples; the effective respond rate was 77.7%. Multiple regression analyses and ANOVA were then applied to test the hypotheses. The findings are as follows. First, life insurance service innovation and CSR have a significantly positive impact on customer behavior. Second, life insurance service innovation and CSR for customer satisfaction also showed a significant positive impact. Third, customer word of mouth has not significant moderating effect on service innovation and consumer behavior intentions. Fourth, customer word of mouth has partial and significant moderating effects on CSR and consumer behavior intentions. Our results provide important management practices for the future of insurance service innovation, the promotion of CSR and the combination of marketing strategies.
主题分类 社會科學 > 管理學
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被引用次数
  1. 李珍穎(2020)。財產保險業服務創新、體驗行銷對再購意願之影響：以顧客滿意度為中介變數。保險專刊，36(3)，203-232。
  2. 張瑞益,李珍穎,朱鴻裕(2022)。科技服務創新、服務品質與顧客口碑對消費者購買行為之影響－以駕駛行為模式基礎保險為例。Journal of Data Analysis，17(1)，15-41。
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