標題 100E3-影響再購意願之因素探討及轉換成本的角色- 以某家連鎖幼教機構為例Factors influencing Repurchase intention and the role of switching
姓名 許明旗
指導教授 王崇昱 老師
畢業日期 2012/06
附件檔案 100E3Adobe PDF
參考連結
摘要 過去探討影響再購意願之因素研究甚多，但未提出一個較完整之架構，因 此本研究以商店形象及知覺價值為再購意願之前因變數，信任為中介變 數，轉換成本為干擾變數，來探討之變數間之關係。以某家連鎖幼稚園為 例，進行抽樣調查，回收問卷共210 份，利用迴歸分析，本研究所得之重 要結論分述如下：（1）信任對商店形象與知覺價值與再購意願間關係，具 有中介效果。（2）幼兒園單店商店形象正向影響家長對幼兒園的信任。（3） 連鎖形象正向影響單店商店形象。（4）幼兒園商店形象正向影響家長的 再購意願。（5）家長的知覺價值正向影響
參考文獻 第一節 中文部份
1. 王怡強(2006)。知覺價值、關係品質與再購意願關係之研究--以亞力山大為
例，南台科技大學，行銷與流通管理系，未出版碩士論文。
2. 王浩博（2006）。教育研究論壇：少子化對我國教育的影響及因應之道。
研習資訊，23（2），119。
3. 王祥宏(2009)。私立學齡前教育業經營關鍵成功因素之實證研究，國立高雄
大學國際高階經營管理碩士(IEMBA)在職專班，未出版碩士論文。
4. 王慧萍(2006)。顧客滿意、再購意願與購買行為之間的關聯研究－探討轉換
成本與關係聯結的影響，國立高雄第一科技大學，行銷與流通管理系，未
出版碩士論文。
5. 余沛縈(2006)。由商店印象探討其對商店滿意度、忠誠度及再購意願之影響
-以高雄宜家家居為例，美和技術學院，經營管理研究所，未出版碩士論文。
6. 何政浩(2010)。信任、主觀規範、涉入程度與知覺價值之研究-以
電視關鍵字搜尋廣告為例，國立屏東商業技術學院，行銷與流通管理系碩
士班，未出版碩士論文。
7. 林忠榮(2007)。行銷知識管理能力、知識轉化能力、規範性評估、知覺價值
對消費者購買行為影響之研究-以台北地區都市更新房屋為例，國立成功大
學，高階管理碩士在職專班，未出版碩士論文。
8. 林英傑（2008）。連鎖租書店的消費者再購意願因素之研究，銘傳大學管
理研究所，未出版碩士論文。
9. 林政隆(2006)。知覺價值、關係品質與再購意願關係之研究--以亞力山大為
例，南台科技大學，行銷與流通管理系，未出版碩士論文。
10. 林綵薰（2006）。幼稚園行銷策略之研究---以雲嘉南地區幼稚園園長經營
為例。國立嘉義大學幼兒教育研究所，未出版碩士論文。
11. 林瓊瑜﹙2007﹚。兒童補教業排他性連鎖加盟體系成功關鍵因素之研究。
8
中原大學企業管理學系，碩未出版士論文。
12. 邱瓊芳(2010)。跨國企業企業社會責任、知覺服務品質、信任與再購意願關
係之研究－以麥當勞為例，大葉大學，管理學院碩士在職專班，未出版碩
士論文。
13. 曾席璋(2008)。品牌策略與企業形象對消費者購買意願的影響—涉入的干擾
效果，真理大學，管理科學研究所，未出版碩士論文。
14. 胡自立(2010)。消費始終來自於慣性？網路購物女性消費者之消費慣性與滿
意度對再購意願之影響-口碑與其他店家吸引力之調節效果，國立高雄大學
資訊管理學系，未出版碩士論文。
15. 施宜煌(2008)。教育研究論壇：少子化趨勢下台灣幼兒教育的因應之道。研
習資訊，25（4），105~110。
16.胡婉玲(2006)。消費者使用創新性、轉換成本與轉換意圖間關係之實證研
究，行銷評論，3 (3) ， 399-422頁。
17. 胡瑋純（2009）。服務品質、議題行銷及企業形象對購買意願之影響─顧
客信任的干擾效果，真理大學管理科學研究所，未出版碩士論文。
18. 洪詩婷(2009)。網路購物中消費者信任與承諾對再購意圖影響之研究，國立
臺北大學企業管理學系，未出版碩士論文。
19. 洪慈鎂(2002)，顧客與金融產業之企業形象、關係行銷，對信任度、滿意度
與後續使用意願的影響，東吳大學，心理學研究所，未出版碩士論文。
20. 陳立軒(2004) 。網路商店形象對於顧客知覺價值之影響，國立成功大學，
國際企業研究所，未出版碩士論文。
21. 張孝銘（2008）。休閒消費者行為。台北市：華都文化事業有限公司。
22. 陳翊瑋 (2007)。探討台北市國立大學生對網路書店之服務品質、認知價格、
顧客滿意度與再購買意願之相關究—以博客來網路書店為例，國立交通大
學，經營管理研究所，未出版碩士論文。
23. 陳瓊蓉、王如鈺、李政達、張志偉(2010)。臺灣金融業顧客對財富管理商品
再購意願之前置變項探討：以投資者風險偏好及商品風險屬性為干擾變
9
數。企業管理學報，86，37-74。
24. 黃秀端(2010)。少子化趨勢下幼兒園經營策略之研究以中部四縣市為例。中
臺科技大學文教事業經營研究所，未出版碩士論文。
25. 黃素菁(2007)。企業形象、服務品質與消費者再購買意願關係之研究－以I
壽險公司為例，國立高雄應用科技大學，商務經營研究所，未出版碩士論
文。
26. 董伊瑜(2011)。品牌信任、認知價值與再購意願之研究－以王品集團為例，
中國文化大學，觀光事業學系，未出版碩士論文。
27. 楊浩二(2003)。價格知覺於再購意願整合模型中之效果—以信用卡為例，大
同大學，事業經營研究所，未出版碩士論文。
28. 楊媁珽(2010)。幼兒園的行銷策略對家長滿意度與忠誠度的影響~以宜蘭縣
為例，國立東華大學幼兒教育學系，未出版碩士論文。
29. 蔡易書（2008）。網路信任對消費者網路購買意願影響之研究。文化大學，
未出版碩士論文。
30.劉姿廷(2009)。景觀咖啡廳意象、知覺價值與忠誠度—轉換成本的干擾效
果，南華大學，旅遊事業管理學系碩士班，未出版碩士論文。
31. 蔡瑞騰(2009)。事件風險與資訊風險對顧客關係之影響-以銀行業為例，逢
甲大學，經營管理碩士在職專班，未出版碩士論文。
32. 賴威嬑(2005) 。女性消費者對day Spa 商店印象與再購意願之研究，國立政
治大學，經濟研究所，未出版碩士論文。
33. 蕭婕如(2010)。商店形象與服務品質對私有品牌形象與購買意願之影響－知
覺風險與價格意識之中介效果，真理大學，管理科學研究所，未出版碩士
論文。
34. 謝智芳﹙2004﹚，兒童文教事業連鎖加盟經營關鍵成功因素之探討－前進
大陸策略與根留台灣策略之比較。私立大葉大學國際企業管理學系，未出
版碩士論文。
10
第二節 英文部分
1. Auh, S. (2005) , The Effects of Soft and Hard Service Attributes on Loyalty:
The Mediating Role of Trust, Journal of Service Marketing, 19(2), 81-92.
2. Burnham, T. A. (2003), Frels, J. K. and Mahajan, V., Consumer Switching
Costs: A Typology, Antecedents, and Consequences, Journal of the Academy
of Marketing Science, 31(2), 109-126.
3. Carman, J. M. and P. Kenneth (1973), Marketing: Principles and Methods,
7th ed., Chicago: Richard D. Irwin.
4. Chen, Zhan ＆ Alan J., Dubinsky（2003）, A Conceptual Model of
Perceived Customer Value in E-Commerce ： A Preliminary Investigation,
Psychology ＆ Marketing,20(4),323-347.
5. Chiou, J. S., Droge, C. and Hanvanich, S. (2002), Does Customer
Knowledge Affect How Loyalty Is Formed? Journal of Service Research, 5(2),
113-124.
6. Cronin, J. J. and Taylor, S. A. (1992), Measuring service quality: A
reexamination and extension. Journal of Marketing, 56(3), 55-68.
7. Daugherty, P. J., Stank, T. P., & Ellinger, A. E. (1998). Leveraging
logistics/distribution capabilities: the effect of logistics service on market share.
Journal of Business Logistics, 19(2), 335-351
8. Davidow, M. (2003). Have you heard the word? The effect of word of mouth
on perceived justice, satisfaction and repurchase intentions following complaint
handling. Journal of Consumer Satisfaction, Dissatisfaction andComplaining
Behavior, 16, 67-80
9. Dichter, E. (1985), Commentary: What's in an image, The Journal of
Consumer Marketing, 2(1), 75-84.
10. Dodds, William B. and Kent B. Monroe.（1985）, The Effect of Brand and
Price Information on Subjective Product Evaluations, Quoted in Advances in
Consumer Research,ed. E. Hirschman and M. Holbrook (Provo, UT:
Association for Consumer Research): ,85-90.
11
11. Dodds, W. B. and Grewal, D., (1991) “The Effects of Price, Brand, and Store
Information on Buyers’ Product Evaluations.” Journal of Marketing Research,
28(August), 307-319.
12. Doney, Patricia M. and Joseph P. Cannon.（1997）, An Examination of the
Nature of Trust in Buyer-Seller Relationships, Journal of Marketing ,61 (2),
35-51.
13. Dorsch, M. J., Swanson, S. R., and Kelly, S. W. (1998), The Role of
Relationship Quality in the Stratification of Vendors as Perceived by
Customers, Journal of the Academy of Marketing Science, 26(2), 128-142.
14. Dwyer, F. Robert, and Oh, S. (1987), Output Sector Munificence Effects on
the Internal Political Economy of Marketing Channels,Journal of Marketing
Research,24(4), 347-359.
15. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2001) , Consumer behavior
(8th ed.). Harcourt Broce Joranovich College Publishers: The Dryden Press.
16. Fornell, C. (1992),A National Customer Satisfaction Barometer :The
Swedish Experience,Journal of Marketing,55,1-22.
17. Francken, D. A. (1983), Postpurchase Consumer Evaluation, Complaint
Actions and Repurchase Behavior,Journal of Economic Psychology, 19(4),
273-290.
18. Garbarino, E. and Johnson, M. S. (1999), The Different Roles of Satisfaction,
Trust,and Commitment in Customer Relationships,Journal of Marketing, 63(2),
70-87.
19. Gefen, D. (2003) , TAM or just plain habit: A look at experienced online
shoppers, Journal of End User Computing, 15(3), 1-13.
20. Helgesen、Havold、Nesset. (2010) , Impacts of store and chain images on
the,quality–satisfaction–loyalty process,in petrol retailing, Journal of Retailing
and Consumer Services ,17 , 109–118
21. Hellier, P. K., Geursen, G. M., Carr, R. A., & Richard, J. A. (2003),Customer
repurchase intention: A general structural equation model, European Journal of
Marketing, 37(11),1762-1800.
12
22. Hoffman, N.P. (2000),An Examination of the Sustainable Competitive
Advantage Concept：Past, Present, and Future.Academy of Marketing Science
Review(On-line).Available：www. Amsreview.
Org/amsrev/theory/hoffman0400.html.
23. Holbrook, M.B. (1994), The Nature of Customer Value：An Axiology of
Services in the Consumption Experience. In R.T. Rust et al (Eds). Service
quality：New Directions of Theory and Practice. Thousand Oaks, CA： Sage.
24. Jackson, B. B. (1985), Build Customer Relationships that Last, Harvard
Business Review, 63(6), 120-128
25. Janes, W. N. & Sasser P. L. (1995), Involvement, attributions, and consuer
responses to rebates,Journal Busiess and Psychology, 9(3), 279-297.
26. Jones, Michael, A., David, L. Mothersbaugh, and Sharon, E.
Beatty(2000),Switching Barrier and Repurchase Intention in Service,Journal of
Retailing, 76(2), 259-274.
27. Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000),Switching barriers
and repurchase intentions in services. Journal of Retailing, 76, 259-274.
28. Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2002),Why customers
stay:Measuring the underlying dimensions of services swithing costs and
managing their differential strategic outcomes. Journal of Business Research,
55,441-450.
29. Josee, B. and Gaby, O. (2002), Store satisfaction and store loyalty explained
by customer- and store-related factors, Journal of Consumer
Satisfaction,Dissatisfaction and Complaining Behavior,15, 68-80.
30. Katherine, B., Rosann, H., & Spiro L. (2005), Recapturing store image in
customer-based store equity: A construct conceptualization. Journal of
Business Research, 58, 1112-1120.
31. Kennedy, M. S., Ferrell,L. K. and Leclair, D. T. (2001), Consumers Trust of
Salesperson and Manufacturer: An Empirical Study,Journal of Business
Research,51(1), 73-86.
13
32. Kotler,Philip.(2000),MarketingManagement:Analysis,Planning,Implementati
on,and Contro,l,9thed, Prentice-Hall Inc.
33. Lagace, R. R., Dahlstrom, R. and Gassenheimer, J. B. (1991), The Relevance
of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical
Industry,Journal of Personal Selling and Sale Management, 11(4), 39-47.
34. Lee, J. and Feick, L. (2001), The Impact of Switching Cost on the Customer
Satisfaction-Loyalty Link: Mobile Phone Service in France, Journal of Service
Marketing, 15, 35-48.
35. Lewis, J. D., and Weigert, A. (1985), Trust as a Social Reality, Social
Forces,63(4),967-985.
36. Lindquist, J.D. (1974), Meaning of Image: A study of Empirical and
Hypothetical Evidence, Journal of Retailing, 50(4), 29-38.
37. Martineau, P. (1958),The personality of the retail store. Harvard Business
Review, 36, 47-55.
38. Mayer, R. C., Davis, J. H., and Schoorman, F. D. (1995),An Integrative
Model of Organizational Trust. Academy of Management Review,
20(3),709-734.
39. Mitchell, V. W. (2001), Re-conceptualizing consumer store image
processing using perceived risk.Journal of Business Research, 54, 167-172.
40. Moorman, C., Deshpande, R., and Zaltman, G. (1993), Factors Affecting
Trust in Market Research Relationships. Journal of Marketing, 57(1),81-101.
41. Morgan, R. M. and Hunt, S. D. (1994),The Commitment-Trust Theory of
Relationship Marketing,Journal of Marketing, 58(7), 20-38.
42. Nguyen, N. and LeBlanc, G. (1996), Cues used by customers evaluating
corporate image in service firms An empirical study in financial
institutions,International Journal of Service Industry Management,7(2), 44-52.
43. Nguyen, N. and Leblanc, G. (2001), Corporate image and corporate
reputation in customers retention decisions in services, Journal of retailing and
Consumer Services, 8(3), 227-236.
44. Nilssen, T. (1992),Two Kinds of Consumer Switching Costs, Rand Journal
of Economics, 23(4), 579-589.
14
45. Oliver, R. L. (1999), Whence Consumer Loyalty, Journal of Marketing,
63(4),33-44.
46. Parasuraman, A.（1997）, Reflection on Gaining Competitive Advantage
Through Customer Value, Journal of the Academy of Marketing Science, 25,
154-161.
47. Petrick, J. F. (2002), Development of a MultiDimensional Scale for
Measuring the Perceived Value of a Service, Journal of Lesisure Research,
34(2), 119-134.
48. Porter, M.E. (1985),Competitive Advantage ： Creating and Sustaining
Superior Performance.,New York：The Free Press.
49. Reichheld, F. F., & Sasser, W. E., Jr. (1990), Zero defections: Quality comes
to services. Harvard Business Review, 68(5), 105-111.
50. Robbins, S. P. (2005), Organizational Behavior, New Jersey: Pearson
Prentice Hall, Inc.
51. Rousseau, D.M., Sitkin, S.B., Burt, R.S.and Camerer, C. (1998), Academy of
Management, The Academy of Management Review, 23(3), 393-402.
52. Rousseau, D. M., Sitkin, S. B., Burt, R. S., and Camerer, C. (1998), Not so
Different after All across Discipline View of Trust,The Academy of
Management Review,23(3), 393-404.
53. Singh, J. V. and Sirdeshmukh, D.(2000),Agency and Trust Mechanisms in
Consumer Satisfaction and Loyalty Judgments, Journal of the Academy of
Marketing Science, 28(1), 150-167.
54. Slater, S.F. (1997), Developing a Customer-value Based Theory of the Firm.
Journal of the Academy of Marketing Science, 25, 162-167.
55. Solomon, M. R., Surprenant, C. F., Czepiel, J. and Gutman, E. G. (1985), A
role theory perspective on dyadic interactions: The service encounter. Journal
of Marketing, 49, 99-111.
56. Spreng, R. A., Harrell, G.D., & Mackoy, R. D. (1995), Service recovery:
Impact on satisfaction amd intentions. Journal of Service Marketing, 9(1),
15-23.
15
57. Stern, L. W., A. I. El-Ansary & A. T. Coughlan.(1996), Marketing Channels,
5th ed., N.J.： Prentice Hall.
58. Thaler, Richard.(1985), Mental Accounting and Consumer Choice,
Marketing Science, 4, 199-244.
59. Von Weizsacker, C. C. (1984), The Cost of Substitution,Econometrica,52(5),
1085-1116.
60. Woodruff, R. B. （1997）, Customer Value：The Next Source for Competitive
Advantage,Journal of the Academy of Marketing Science, 25, 139-153.
61. Zeithaml, Leonard L. Berry, and A. Parasuraman .(1996), The Behavioral
Consequences of Service Quality, Journal of Marketing, 60, 31-46.
62. Zeithaml, V. A., Berry, L. L., and Parasuraman, A. (1996), The Behavioral
Consequences of Service Quality, Journal of Marketing, 60(2),31-64.
63. Zeithaml, V. A. and Bitner, M. J. (2000), Service Marketing: Integrated
Customer Focus Across the Firm, 2nd ed., New York: McGraw-Hill Company,
Inc.