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題 名 | The Research of Relationship between Market Share and Quality Perception of Customer from Network Externalities and Involvement Perspectives=從網路外部性與消費者涉入類型觀點探討市場佔有率與消費者品質知覺關係之研究 |
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作 者 | 廖國鋒; 朱宗緯; 李堯賢; | 書刊名 | 輔仁管理評論 |
卷 期 | 12:1 2005.01[民94.01] |
頁 次 | 頁1-29 |
分類號 | 496.34 |
關鍵詞 | 網路外部性; 涉入類型; 品質知覺; Network extemality; Involvement type; Quality perception; |
語 文 | 英文(English) |
中文摘要 | 本研究的目的是從網路外部性和消費者涉入類型差異的觀點,探討市場佔有率和品質知覺間的關係。依據Hellofs and Jacobson (1999)的研究,市場佔有率與消費者品質知覺間的關係受網外部性的干擾影響,當產品具有正面網路外部性時,市場佔有率和品質知覺為正向關仯,反之則為負向關係,在多數文獻抜持市場佔有率與消費者品質知為正相關的前提下,若將網路外部性和涉入類型同時納入考量,其結果是否一致,是本研究所關切的議題。另外消費者對產品品質認知是否會因產品的不同屬性而有不同的見解,因此本研究試圖從網路外部性與涉入程度類型的觀點,建立其研究架構,以探究市場佔有率與品質知覺的關係程度。而研究結果發現,當產品存在正面網路外部性時,不同涉入類型的消費者對於市場佔有率與品質認知的結論與Hellofs and Jacobson (1999)相同,但在網路外部性為正面或負面網路外部性的情形下,不同涉入型態的消費者對內隱屬性以及外顯屬性品質知覺不同,本研究結果除了擴大Hellofs and Jacobson (1999)的論點外,對於市場佔有率與品質知覺的關係提出新的見解。 |
英文摘要 | The purpose of this research is to examine the relationship between market share and quality perception from perspectives of network externality and customer involvement differences. According to the study of Hellofs and Jacobson (1999), the relationship between market share and quality perception is influenced by network externality. When a product has positive network externality, market share and quality perceptions are positively correlated; the same applies to negative correlation. Upon the assumption that most literatures support positive correlation between market share and quality perception, this study sets agenda to see if the result will be consistent providing network externality and involvement type are both taken into account. Another concern is whether customers’ perceptions of product quality change over characteristics of different products. This research attempts to establish a framework based upon network externality and involvement type to reveal the relationship between market share and quality perception. Findings show that when a product has positive network externality, customers of different involvement types conclude the same perception of market share and quality as Hellofs and Jacobson (1999). However, for either positive or negative externality, customers off different involvement types perceive quality differently in intrinsic and extrinsic products. Therefore, this research raises a new point towards the relationship between market share and quality perception more than extends the stance of Hellofs and Jacobson (1999). |
本系統中英文摘要資訊取自各篇刊載內容。