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題名 | 網路商店行銷策略對消費者滿意度與服務價值認知之影響效果探討=The Effects of Marketing Strategies on Consumer Satisfaction and perceived Service Values--The Case of Web Shop |
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作 者 | 張國忠; 丁承; 丁慧瑩; | 書刊名 | 商管科技季刊 |
卷期 | 1:3 2000.09[民89.09] |
頁次 | 頁329-353 |
分類號 | 496.5 |
關鍵詞 | 產品涉入; 自我形象; 自我檢校; 認知需求; 調節效應; Product involvement; Self-image; Self-monitoring; Need for cognition; Moderating effect; |
語文 | 中文(Chinese) |
中文摘要 | 本研究提出網路商店行銷策略對消費者服務價值認知及滿意度關聯性之概念架構,其關聯性涉及消費者個人特質及產品涉入程度等潛在調節變項。研究內容包含概念性架構之提出、問卷設計、網路線上資料收集與統計分析等實證方法。結果發現,網際商店常用之八種行銷策略,對於提高消費者的滿意度及認知服務價值,會受到消費者自我檢校、相依性、認知需求等人格特質以及對產品涉入程度之影響。其影響效果分別進行探討,並提出相關之行銷建議。 |
英文摘要 | This study investigated the effects of self-monitoring, self-image, need for cognition, and the degree of product involvement on the relationship between marketing strategies and consumer satisfaction and perceived service values for web shop. The empirical study included a conceptual framework, questionnaire design, web data collection, and statistical data analysis. The results indicated that the effects of eight types of marketing strategies on consumer satisfaction and perceived service values were moderated by consumers personality characteristics and the degree of product involvement. The moderating effects have been discussed and marketing implications given. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。