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題名 | 忠誠度概念思想佔有率之建構:以信心、抵抗性觀點為基礎=Construction of Mind Share in Loyalty Concept in Terms of Confidence and Resistance |
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作者 | 黃慧新; Huang, Hui-hsin; |
期刊 | 行銷評論 |
出版日期 | 20140600 |
卷期 | 11:2 2014.夏[民103.夏] |
頁次 | 頁133-153 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 忠誠度; 信心; 抵抗性; 思想佔有率; Loyalty; Confidence; Mind share; Resistance; |
中文摘要 | 本研究建構了一思想佔有率(mind share)模式,透過消費者心理變項「信心(confidence)」與「抵抗性(resistance)」的組成,由忠誠態度連結忠誠行為的觀點,提出偵測已購買者,下次是否會產生持續購買的忠誠行為之反應變項,為忠誠度理論賦予新意;根據本研究推論定義,「信心」指的是對顧客某一品牌正負向偏好與對此偏好確定程度,「抵抗性」指的是顧客對它牌產生抵抗免疫力,即抵抗分數越高代表轉換品牌性越低、越能抵抗競爭品牌之行銷說服。研究以臺灣手機門號使用者為對象,實際收集問卷方式驗證思想佔有率公式之可行,結果發現「信心」、「抵抗性」變項對於忠誠度具有正向相關並具預測力;最後並提出思想佔有率和市場佔有率配合解讀之行銷策略矩陣,提供處在不同階段的品牌擬定未來行銷策略參考。 |
英文摘要 | This research sets up a mind share model which is consisted by the consumer psychological variables of confidence and resistance. The mind share conduct a new proposition of loyalty theory to predict the retention tendency of consumer who was the patron based on the combination of loyalty attitude and loyalty behavior. According research definition, confidence refers to the belief strength and belief certainty of a consumer toward certain brand and resistance means the level of a consumers' strength toward certain brand against that of competing brands. When the customer has more confidence toward the brand and resistance against the competing brand strongly, it means the higher loyalty the customer possesses. This study attempted to validate the mind share concept in service providers in the mobile telecommunications industry by surveying mobile phone users. The data from a questionnaire survey showed that confidence and resistance both correlate positively with loyalty. This study proposes a theoretical foundation for the mind share concept and provides the marketing strategy matrix which compares the mind share and marketing share to reveal the brands marketing appraisals in different stages. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。