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題名 | 知覺風險對展覽行銷知覺與顧客抱怨行為關係之干擾效果=The Moderating Effect of Perceived Risk on the Relationship between Perception of Exhibition Marketing and Customer Complaint Behaviors |
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作者 | 李培銘; 邱惠貞; | 書刊名 | 玄奘管理學報 |
卷期 | 6:1 2008.09[民97.09] |
頁次 | 頁81-105 |
分類號 | 496.34 |
關鍵詞 | 知覺風險; 展覽行銷知覺; 顧客抱怨行為; Perceived risk; Perception of exhibition marketing; Customer complaint behavior; |
語文 | 中文(Chinese) |
中文摘要 | 企業藉由展覽行銷來引發消費者良好知覺,進而提昇商品形象或購買所促銷之商品,是國際商務中非常重要之一環,然而消費者之展覽行銷知覺,卻可能造成抱怨行為之發生,甚至因消費者知覺風險程度之不同,而更加提昇或降低抱怨行為發生之程度,回顧過去文獻,尚無實證研究說明展覽行銷,知覺與顧客抱怨行為彼此間是否有影響關係,以及知覺風險對二者所造成的干擾效果為何。本研究目的即在探討展覽行銷知覺與顧客抱怨行為二者之關係,並進而探討知覺風險是否對展覽行銷知覺與顧客抱怨行為二者之關條形成干擾效果。本研究方法採用問卷調查方法,共發出300份調查問卷,有效回收問卷為220份,以層級迴歸分析檢定研究假設。研究結果發現展覽行銷知覺與顧客抱怨行為之間呈現顯著正向關係,並且知覺風險對展覽行銷知覺與顧客抱怨行為之關係具有干擾效果。研究結果之實務管理意涵為企業必須引導不滿的消費者從事向賣方抱怨行為,而避免其從事私下與向第三團體抱怨行為以減輕可能造成的損失。最後,針對研究結果提供未來展覽行銷與顧客抱怨行為學術研究與管理實務之建議。 |
英文摘要 | Prior researches showed that company with perception of exhibition marketing to promote product to customer is very important in international business. Existing empirical studies, however, do not elaborate the relationship among perceived risk, perception of exhibition marketing and customer complaint behaviors. This paper attempted to investigate the moderating effect of perceived risk on the relationship between perception of exhibition marketing and customer complaint behaviors. 300 respondents were recruited to voluntarily participate in this study and finally 220 completed the self-report questionnaire. The result showed that the positively relationship between perception of exhibition marketing and customer complaint behavior. And perceived risk has the moderating effect on the relationship between perception of exhibition marketing and customer complaint behaviors. Findings of this investigation imply that company must lead unsatisfied customer complaint to seller and avoid him complaint to private people or third-party that maybe make loss. Finally, the suggestions for future research were discussed. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。