题名

影響智慧型手機再購意願因素之研究－轉換成本及知覺風險之調節效果

并列篇名

The Factors Affecting Repurchase Intention for Smartphone: The Moderating Effects of Switch Cost and Perceived Risk

DOI

10.29916/JMPP.201806_12(1).0003

作者

陳欽雨(Chin-Yeu Chen)；呂博裕(Bor-Yuh Leu)；楊士賢(Shih-Xiang Young)

关键词

消費慣性 ； 產品創新 ； 知覺風險 ； 轉換成本 ； consuming inertia ； product innovation ； switch cost ； perceived risk

期刊名称

管理實務與理論研究

卷期/出版年月

12卷1期（2018 / 06 / 01）

页次

43 - 64

内容语文

繁體中文
中文摘要

隨著網路及資訊科技發展，廠商不斷地推出新型式、新功能的智慧型手機，因此如何強化消費者慣性及品牌忠誠度，以增進品牌產品再購意願，已成為重要實務課題。本研究以台灣的上班族與學生為研究對象，使用網路問卷調查法的方式蒐集問卷，運用迴歸分析檢定研究假說，目的在探討消費慣性、產品創新及品牌忠誠度對顧客再購意願之影響關係，並分別分析轉換成本及知覺風險之調節效果。。實證分析結果發現：消費慣性及產品創新對再購意願呈現顯著的正向影響；產品創新對品牌忠誠度呈現顯著的正向影響，而品牌忠誠度又對再購意願呈現顯著的正向影響；轉換成本在消費慣性對再購意願間、知覺風險在產品創新對再購意願間之影響均具有干擾效果；而品牌忠誠度在產品創新對再購意願之影響則具有部分中介效果。
英文摘要

As the development of internet and information technology, the firms continue launching new models or new functions of smart phone for satisfying the needs of consumers. Hence, how to strengthen customers' consuming inertia and brand loyalty has become an important issue for practitioners. In the study, smart phone owners are selected as research samples, where a web survey is conducted to collect data and the method of regression analysis is adopted to verify the proposed hypotheses. The study aims to explore the relationships among consuming inertia, product innovation, brand loyalty and repurchase intention. Besides, the moderating effects of switch cost and perceived risk are examined. The results show that both consuming inertia and product innovation have significant effects on repurchase intention. Product innovation can significantly affect brand loyalty, and subsequently, brand loyalty can significantly influence repurchase intention. Besides, switch cost can moderate the effect of consuming inertia on purchase intention, and perceived risk can moderate the effect of product innovation on purchase intention. Moreover, brand loyalty can partially mediate the effect of production innovation on repurchase intention.
主题分类 社會科學 > 管理學
参考文献
  1. Alamro, A.,Rowley, J.(2011).Antecedents of brand preference for mobile telecommunication services.Journal of Product and Brand Management,20(6),475-486.
  2. Almirall, E.,Casadesus-Masanell, R.(2010).Open versus closed innovation: A model of discovery and divergence.Academy of Management Review,35(1),27-47.
  3. Anderson, R. E.,Srinivasan, S. S.(2003).E-satisfaction and e-loyalty: A contingency framework.Psychology and Marketing,20(2),122-138.
  4. Assael, H.(2001).Consumer Behavior and Marketing Action.Cincinnati, OH:Southwestern College Publishing.
  5. Baron, R. M.,Kenny, D. A.(1986).The moderator-mediator variable distinction in socialpsychological research: Conceptual, strategic, and statistical considerations.Journal of Personality and Social Psychology,51(6),1173-1182.
  6. Bauer, R. A.(1960).Consumer Behavior as Risk Taking: Dynamic Marketing for Changing World.Chicago, IL:American Marketing Association.
  7. Beatty, S. E.,Smith, S. M.(1987).External search effort: An investigation across several product categories.Journal of Consumer Research,14(1),83-95.
  8. Benedetto, C.A.,Di Crawford, C.A.(2008).New Products Management.New York, NY:McGraw-Hill.
  9. Bhat, S.,Burkhard, R.,O'Donnell, K. A.,Wardlow, D. L.(1998).An investigation of consumer software upgrading behavior.Journal of Marketing Theory and Practice,6(2),87-96.
  10. Bloemer, J. M. M.,Kasper, H. D. P.(1994).The impact of satisfaction on brand loyalty: Urging on classifying satisfaction and brand loyalty.Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior,7,152-160.
  11. Bowen, J. T.,Shoemaker, S.(1998).Loyalty: A strategic commitment.The Cornell Hotel and Restaurant Administration Quarterly,7,12-25.
  12. Burnham, T. A.,Frels, J. K.,Mahajan, V.(2003).Consumer switching costs a typology antecedents and consequences.Journal of the Academy of Marketing,31(2),109-126.
  13. Butz, H. E., Jr.,Goodstein, L. D.(1996).Measuring customer value: Gaining the strategic advantage.Organizational Dynamics,24(4),63-77.
  14. Calantone, R. J.,Kim, D.,Schmidt, J. B.,Cavusgil, S. T.(2006).The influence of internal and external firm factors on international product adaptation strategy and export performance: A three-country comparison.Journal of Business Research,59(2),176-185.
  15. Chechen, L.,Prashant, P.,Hong, N. L.(2006).The roles of habit and web site quality in e-commerce.International Journal of Information Management,26,469-483.
  16. Colgate, M. R.,Danaher, P. J.(2000).Implementing a customer relationship Strategy: The asymmetric impact of poor versus excellent execution.Journal of the Academy of Marketing Science,28,375-386.
  17. Dick, A. S.,Basu, K.(1994).Customer loyalty: Toward an integrated conceptual framework.Journal of the Academy of Marketing Science,22(2),99-113.
  18. Doney, P. M.,Cannon, J. P.(1997).An examination of the nature of trust in buyer-seller relationship.Journal of Marketing,61(2),35-51.
  19. Dowling, G. R.,Staelin, R.(1994).A model of perceived risk and intended risk -handling activity.Journal of Consumer Research,21,119-134.
  20. Fornell, C.,Larcker, D. F.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(1),39-50.
  21. Garretson, J. A.,Clow, K. E.(1999).The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry.The Journal of Services Marketing,13(1),59-72.
  22. Griffin, J.(1996).Customers Loyalty.New York NY:Simon & Schuster Inc.
  23. Gronholdt, L.,Martensen, A.,Kristensen, K.(2000).The relationship between customer satisfaction and loyalty: Cross-industry differences.Total Quality Management,11,509-514.
  24. Hair, J. F., Jr.,Black, W. C.,Babin, B. J.,Anderson, R. E.(2010).Multivariate Data Analysis.Upper Saddle, NJ:Prentice Hall.
  25. Hart, S.,Hultink, E. J.,Txokas, N.,Commander, H. R.(2003).Industrial companies' evaluation criteria in new product development gates.The Journal of Product Innovation Management,20(1),22-36.
  26. Howard, J. A.(1989).Consumer Behavior in Marketing Strategy.Englewood Cliffs, NJ:Prentice Hall.
  27. Hoyer, W. D.,Brown, S. P.(1990).Effects of brand awareness on choice for a common, repeated purchase product.Journal of Consumer Research,17(9),141-148.
  28. Hua, S. Y.,Wemmerlov, U.(2006).Product change intensity, product advantage, and market performance: An empirical investigation of the PC industry.Journal of Product Innovation Management,23,316-329.
  29. Jacoby, J.,Kaplan, L. B.(1972).The components of perceived risk.Advance in Consumer Research,13,382-393.
  30. Jena, S.,Guin, K. K.,Dash, S. B.(2011).Effect of relationship building and constraint-based factors on business buyers' relationship continuity intention.Journal of Indian Business Research,3(1),22-42.
  31. Jones, T. O.,Sasser, W. E.(1995).Why satisfied customers defect.Harvard Business Review,73(6),88-99.
  32. Kamins, M. A.,Marks, L. J.(1991).The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands.Journal of the Academy of Marketing Science,19(3),177-185.
  33. Kim, D. J.,Ferrin, D. L.,Rao, H. R.(2008).A trust-based consumer decision making model in electronic commerce: The role of trust, perceived risk, and their antecedents.Decision Support Systems,44,544-564.
  34. Kotler, P.,Keller, K. L.(2008).Marketing Management.Englewood cliffs, NJ:Prentice-Hall.
  35. Laroche, M.,Kim, C.,Zhou, L.(1996).Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context.Journal of Business Research,37(2),115-120.
  36. Lazarevic, V.(2012).Encouraging brand loyalty in fickle generation Y consumers.Young Consumers,13(1),45-61.
  37. Lee, S. J. (1999). A Comprehensive Model of Internet Consumer Satisfaction. Unpublished working paper, City University of Hong Kong
  38. Limayem, M.,Hirt, S. G.(2003).Force of habit and information systems usage: theory and initial validation.Journal of the Association for Information Systems,4,65-97.
  39. McKnight, D. H.,Chervany, N. L.(2002).What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology.International Journal of Electronic Commerce,6(2),35-59.
  40. Mende, M.,Bolton, R. N.,Bitner, M. J.(2013).Decoding customer-firm relationships: How attachment styles help explain customers' preference for closeness, repurchase intentions, and changes in relationship breadth.Journal of Marketing Research,50(1),125-142.
  41. Mostert, P. G.,Petzer, D. J.,Weideman, A.(2016).The interrelationships between customer satisfaction, brand loyalty and relationship intentions of Generation Y consumers towards smart phone brands.Economic and Management Sciences,47,25-34.
  42. Mukherjee, A.,Hoyer, W. D.(2001).The effect of novel attribution product evaluation.Journal of Consumer Research,28(3),462-472.
  43. Nowlis, S.,Simonson, I.(1996).The effect of new product features on brand choice.Journal of Marketing Research,32(1),36-46.
  44. Nunnally, J. C.(1978).Psychometric Theory.NY:McGraw-Hill.
  45. Oliver, R. L.,Rust, R. T.,Varki, S.(1997).Customer delight: Foundations, findings and managerial insight.Journal of Retailing,63,311-336.
  46. Ouellette, J. A.,Wood, W.(1998).Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior.Psychological Bulletin,124(1),54-74.
  47. Pahnila, S.,Warsta, J.(2010).Online shopping viewed from a habit and value perspective.Behavior and Information Technology,29(6),621-632.
  48. Park, C. W.,Jaworski, B. J.,MacInnis, D. J.(1986).Strategic brand concept-image management.Journal of Marketing,50,135-145.
  49. Porter, M. E.(1997).Competitive Strategy: Techniques for Analyzing Industries and Competitors.NY:MaCmillan.
  50. Pride, W. M.,Ferrell, O. C.(2011).Marketing Express.Belmont, CA:Cengage Learning.
  51. Prus, A.,Brandt, D. R.(1995).Understanding your customers.Marketing Tools,2(5),10-14.
  52. Ram, S.,Sheth, J. N.(1989).Consumer resistance to innovations: The marketing problem and its solutions.The Journal of Consumer Marketing,6(2),5-14.
  53. Reichheld, F.,Sasser, W. E.(1990).Zero defections quality comes to services.Harvard Business Review,68,105-111.
  54. Robertson, T. S.(1984).Marketing's potential contribution to consumer behavior research: The case of diffusion theory.Advances in Consumer Research,11,484-489.
  55. Rogers, E. M.(1995).Diffusions of innovations.NY:The Free Press.
  56. Selnes, F.(1993).An examination of the effect of product performance on brand reputation satisfaction and loyalty.European Journal of Marketing,27(9),19-35.
  57. Sirdeshemukh, D.,Singh, J.,Sabol, B.(2002).Consumer trust, value, and loyalty in relation exchanges.Journal of Marketing,66(1),15-37.
  58. Sonmez, S. F.,Graefe, A. R.(1998).Determining future travel behavior from past travel experience and perceptions of risk and safety.Journal of Travel Research,37(4),171-177.
  59. Szymanski, D. M.,Henard, D. H.(2001).Customer satisfaction: A meta analysis of the empirical evidence.Journal of the Academy Marketing Science,29(1),16-36.
  60. Yi, Y.,Jeon, H.,Choi, B.(2013).Segregation vs. aggregation in the loyalty program: the role of perceived uncertainty.European Journal of Marking,47(8),1238-1255.
  61. Zeelenberg, M.,Pieters, R.(2004).Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services.Journal of Business Research,57(4),445-455.
  62. Ziamou, P.,Ratneshwar, S.(2002).Promoting consumer adoption of high-technology products: Is more information always better.Journal of Consumer Psychology,12(4),341-351.
被引用次数
  1. 潘博宇,樊祖燁(2020)。知覺價值與轉換成本對忠誠度之影響－以iPhone手機為例。管理資訊計算，9(2)，40-53。
print cancel