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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/23548


    题名: 消費資訊來源與來源可信度對顧客抱怨行為影響之研究
    作者: 許瑞娟
    贡献者: 國際企業管理學系
    关键词: 資訊來源
    information source
    來源可信度
    source credibility
    顧客抱怨行為
    customer complaint behaviors
    日期: 2011
    上传时间: 2012-11-01 09:39:20 (UTC+8)
    摘要: 由過去的研究顯示消費資訊來源與來源可信度對顧客購後行為均可能有影響效果，然而目前並無實證研究說明消費資訊來源以及來源可信度對不滿意顧客抱怨行為究竟呈現何種關係，因此，本研究之目的在探討消費資訊來源與來源可信度對不滿意顧客抱怨行為的影響。同時，也欲釐清來源可信度又如何干擾消費資訊來源對不滿意顧客的抱怨行為。
    本研究是透過便利抽樣法進行調查，請受訪對象就過去印象最為深刻的不愉快消費經驗，以回憶的方式作答。總共發出350份問卷，回收321份，去除無效問卷沒填寫完成者74份，總共有效問卷為247份，回收率為80.6%。
    在資料分析上，先以因素分析法萃取顧客抱怨行為傾向構面，共萃取出「公開抱怨行為傾向」、「私下抱怨行為傾向」與「潛在抱怨行為傾向」等三個構面，再以單因子變異數分析與多元迴歸分析等進行各項檢定。
    本研究結果發現：
    一、顧客消費時的資訊來源參考程度與來源可信程度呈正相關。
    二、顧客消費資訊來源參考程度，將對其後不滿意消費經歷抱怨行為產生影響；當顧客消費資訊來源參考程度愈高時，將增強整體的抱怨行為傾向，以及私下抱怨行為與潛在抱怨行為。
    三、資訊來源可信度高低，將對消費資訊來源與抱怨行為間關係產生干擾，分別對顧客抱怨行為傾向，以及公開抱怨行為間之產生減弱的效果。
    研究結果期望可對管理實務與未來研究提供建議。
    Past researches showed that consumption information source and source credibility had effect on customer’s postpurchase behaviors, but no empirical study explained the relationships between consumption information source and customer complaint behaviors with source credibility. Therefore, the purpose of this study is to explore the effects of consumption information source and source credibility on customer complaint behaviors, at the same time to clarify which levels of source credibility and consumption information source produce the stronger effect on complaint behaviors.
    This research was surveyed by convenience sampling. Respondents recalled an impressive unpleasant experience of consumption to fill out the questionnaire. This research targeted with total three hundreds and fifty questionnaires, and retrieved three hundreds and twenty-one questionnaires. To take seventy-four invalid questionnaires out, there are two hundreds and forty-seven matched data, with 80.6% returning rate, were analyzed to test the research hypotheses.
    In terms of data analysis, the factor analysis is used to extract three dimensions of customer complaint behaviors, and could be rename them as “public complaint behavior intention”, “private complaint behavior intention” and “potentially complaint behavior intention”. Secondly, to assume by One-way ANOVA and Multiple Regression.
    The research results were as below:
    a. Consumption information source was positively related to source credibility.
    b. After unsatisfied purchasing experience, the more consumption information source was, the more complaint behavior intention, as well as the more privately complaining and potentially complaining responses.
    c. Source credibility had interfere effect on consumption information source, the more source credibility is, the weaker complaints responses and the less complaints in public.
    Finally, implications of these findings and suggestions for future research were discussed.
    显示于类别:[企業管理學系暨國際企業管理研究所] 博碩士論文

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