消費者情緒勒索知覺與購買意願關聯之研究－以自尊為干擾變數探討

The Study of Emotional Blackmail toward Consumer Purchasing Intention - Moderating Variables of Self-Esteem

劉仲矩(Chung-Chu Liu)；莊心宜(Sin-Yi Jhuang)

情緒勒索 ； 購買意願 ； 自尊 ； 服飾業 ； emotional blackmail ； purchase intention ； self-esteem ； clothing industry

行銷評論

13卷2期（2016 / 06 / 01）

185 - 215

繁體中文

現代人相當注重外表帶給他人的感受，因而時常光顧服飾店為自己添購行頭。目前市面上的服飾店琳瑯滿目、競爭激烈，除了店家販售的商品能吸引消費者上門外，服務人員帶給消費者的服務也相當重要。服務人員提供服務的過程，不免為了達成業績而在與消費者接觸的過程中產生負面衝突問題，進而影響購買的慾望，甚至會因為這家服飾店的服務人員服務不佳而降低再訪率。所以本研究以消費者情緒勒索知覺與購買意願之關聯為研究目的，並以消費者的「自尊」為干擾因子，進一步了解三者之間交互作用關係。本研究以450位曾至服飾店購物的消費者為對象，研究結果顯示，三個假說成立：消費者情緒勒索知覺中的「關係控制」對購買意願有顯著影響，「低自尊」和「高自尊」皆對購買意願有顯著影響，且消費者情緒勒索知覺中的「服務破壞」與「自尊」中的「低自尊」對「購買意願」存在干擾效果。綜上所述，期盼能將研究結果提供給目前市面上的服飾店，以此為參酌替服務人員進行教育訓練，以強化服務品質並增加顧客忠誠度，為店家帶來更高業績。

People nowadays think highly of appearance showing to others, so they often go shopping to buy some new outfits for themselves. Presently, there are a lot of shopping stores and the competitions between clothing industries have been keen. Not only merchandises can get customers into the store, but also the service is quite important. In the process of serving the customers, it is possible that they may want to reach sales targets and bring some negative conflicts to customers and lower their purchase intention. Otherwise, they don't want to shop anymore because of the poor service. The purpose of study is to learn the relationship between the consumer's emotional blackmail perception and purchase intention, and the consumer's ＂self-esteem＂ acts as mediator in order to learn about the interaction between these three factors. Total of 450 consumers who have ever gone shopping in the shopping stores were selected. The results showed that ＂consumers' emotional blackmail perception＂ has a significant effect on ＂purchase intention＂, ＂self-esteem＂ has a significant effect on ＂purchase intention＂, and ＂self-esteem＂ does have a moderating effect. In summary, with respect that the result of this study can offer to the shopping stores, and provide a reference direction for employees to implement the training course. In order to reach more sales targets, they have to strengthen the service quality and improve customer loyalty.

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