消費者涉入、關係品質與幸福感關聯性之探討：以智慧型手機為例

The Relationship among Customer Involvement, Relationship Quality and Happiness: Smartphone as Example

薛榮棠(Jung-Tang Hsueh)；薛昭義(Chao-Yi Hsueh)；鍾明勳(Ming-Shun Chung)

消費者涉入 ； 關係品質 ； 幸福感 ； 智慧型手機 ； Involvement ； Relationship Quality ； Happiness ； Smartphone

文大商管學報

18卷1期（2013 / 03 / 01）

97 - 122

繁體中文

企業重視消費者對產品功能性及滿意度的需求，但屬消費者心理層面的幸福感則著墨不多。隨著物質生活的充裕，大家開始重視心靈層面的滿足，企業如何藉由幸福感創造消費者全新多元的感受，進而找到有力的競爭定位，是相當重要的課題。根據資策會產業情報研究所（MIC）的調查，2011年台灣消費者最期望購買的數位產品前十名中，智慧型手機位居首列。因此本研究以智慧型手機為例，由文獻探討建立研究架構，以智慧型手機使用者為研究對象，探討涉入程度、關係品質與幸福感的關聯性。研究使用問卷調查法，依據抽樣設計發放問卷共計280份，回收有效問卷241份。研究結果顯示：（一）涉入程度對關係品質呈現正向顯著影響；（二）關係品質對幸福感呈現正向顯著影響；（三）涉入程度對幸福感呈現正向顯著影響。

The enterprise usually focuses on the demand of product functionality and satisfaction from customer, but happiness from customer is scanty. Happiness head turns in recent years, the rich of material comforts; many people begin to take satisfied of the mental aspect seriously. It's important that how enterprise employ the concept of happiness to create new feeling to customer, and find the powerful competitive position further. According to the survey from MIC, the top ten digital products that consumers expect to purchase in Taiwan in 2011, Smartphone ranked first. Driven by consumers' desire to buy the Smartphone, this study instanced the Smartphone. The major of this study explored the correlation between involvement theory, the quality of relationship and happiness. This study use questionnaire survey, and major findings are summarized as followed：(1) The involvement have significantly positive effect to relationship quality; (2) The relationship quality have significantly positive effect to happiness; (3) The involvement have significantly positive effect to happiness.

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