現今企業行銷的重心，為重視現有顧客關係的維持，並運用關係行銷來創造、維持、增強與顧客的價值關係，以謀求企業之最大的利益。但在發展關係行銷的初期，首要工作就是對消費者進行市場區隔，以釐清顧客群，以免建立無效率之關係行銷。而消費者創新採用之特質為市場區隔一項重要變數，若企業能與具有此特質的消費者維持長久的關係，則企業導入新產品的成功機會將大大提升，故本研究欲探討具有創新採用特質之消費者是否能與企業建立關係強度。
本研究所分析之資料為初級資料，以中國文化大學推廣部的在職學生為抽樣對象。本研究共發出400份問卷，回收389份，有效問卷共311份。
研究結果顯示，在控制顧客滿意、承諾及關係連結下，消費者創新採用特質與關係強度呈現顯著負相關。最後，依據本研究結果提出實務和理論策略涵義，及後續之研究建議。
Nowadays, the focus of marketing is keeping the relationship with current customers, and how to utilize customer relationship create, maintain, and increase customer value, such that business profits can be maximized. But in the early stage of customer relationship development, the first step is market segmentation. Consumer innovativeness is one of the important variables of market segmentation. If the company can keep long-term relationship with this kind of consumers, the probability of market success will improve. The main purpose of this study is to examine the relationship between customer innovativeness and relationship strength.
The data of this study is primary data. The data source is the undergraduate students in Chinese Culture University. 400 questionnaires were distributed. Of all samples, 389 questionnaires were returned, with usable questionnaires totaling 311.
The results of the research show that when controlling for customer satisfaction, commitment, and bonds, consumer innovativeness is negatively and significantly correlated with relationship strength. Theoretical and practical implication, and future study suggestions are discussed.
