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論文名稱 Title |
人際吸引力對服務場景中顧客互動之影響 The Impact of Interpersonal attraction on Customer-to-Customer Interactions in Service Settings |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
121 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2007-06-15 |
繳交日期 Date of Submission |
2008-02-12 |
關鍵字 Keywords |
顧客互動、人際吸引力 customer-to-customer interaction, interpersonal attraction |
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統計 Statistics |
本論文已被瀏覽 5692 次,被下載 21 次 The thesis/dissertation has been browsed 5692 times, has been downloaded 21 times. |
中文摘要 |
服務場景中,我們不僅與服務人員互動,也常有與其他顧客接觸的機會,除了實體服務場景外,網路科技的進步更是讓其他顧客的影響力無孔不入。然而學界與實務界對於「服務場景中其他顧客」的討論卻數量不豐,過去研究中雖然釐清了顧客在服務場景下的社會交流中可能的行為與角色,卻沒有探討互動對象的特徵、以及消費者心中推動人際互動的心理機制。人際吸引力是人類各種關係發展的基礎,在口碑、組織及銷售關係上的運用相當廣泛,為此本研究透過人際吸引力的觀點來解釋上述的疑問並納入個人心理變數加以探討。 實驗一以虛擬的飯店線上評分網站為背景,透過口碑與背景相似性的操弄,發現人際吸引力在口碑、他人評價對態度與購買意願之關係中具中介效果,來源相似的虛擬玩家吸引力較大,對消費者態度與購買意願的影響也較大。而在以實體服飾零售商店為情境的實驗二中,我們亦驗證了他人外表與評價會透過人際吸引力的作用對消費者滿意度與購買意願。不同於實驗一中人際吸引力與他人影響力的關係,由他人外表吸引力與評價所誘發的人際吸引反而與影響力呈反向關係。 本研究最主要的貢獻包括以人際吸引力的觀點勾勒出顧客互動的產生機制與影響力、為社會服務情境提出相關實證,並為人際吸引力的研究範疇延伸至日益複雜的顧客間關係中。論文末段亦提供相關管理意涵、研究限制與未來研究方向做往後研究者參考之用。 |
Abstract |
In physical service settings, we interact not only with the service providers but with other customers. Furthermore, the influence of other patronages was even more critical in the virtual space. However, the issue of “other customers” was neglected by scholars and practitioner compared to the other components in the service environment. Although in a handful of past literature, we find that scholars have classified the behaviors which “other customers” may have based on the role theory, the question that with which target customers will interact, what characteristics the targets have, and which psychological mechanism is responsible for these interactions still remain unknown. Since interpersonal attraction has been regarded as the foundations of all kinds of relationships by social psychologists, and which was also used in managerial field such as WOM, organizational behavior, and buyer-seller relationships. As a result, the researcher tries to use theories pertaining to attraction to explain the questions above. Researcher conducts two experiments to examine the relationships of antecedents(similarity, physical attractiveness, and valence of appraisal from others), interpersonal attraction, and possible outcomes. In experiment 1, the results indicate similarity of interactive does induce interpersonal attraction which mediates the impact of WOM on subjects’ attitudes and purchase intentions. In addition, the more attractive experimenters are, the more persuasive they are. In experiment 2, interpersonal attraction mediates the impact of appearance and appraisal on subjects’ satisfaction in the same way of experiment 1, yet it presents the inverse relation between attraction and purchase intentions which different from the first experiment. The major contribution of this article is to provide insight into the nature of customer-to-customer interaction and the empirical evidence for the social service setting concept addressed by Tomb and McColley in 2003. On the other hand, we extend the scope of attraction research to short-term relationship between customers that becomes more and more important and complex at the same time. In the end of this article, researcher provides the managerial implication and the future research directions. |
目次 Table of Contents |
目錄 1 表目錄 2 圖目錄 4 第一章 序論 5 第一節 研究動機 5 第二節 研究目的 7 第三節 研究流程 8 第二章 文獻探討 9 第一節 顧客互動 9 第二節 口碑 20 第三節 人際吸引力 25 第四節 社會焦慮 35 第五節 結論 36 第三章 實驗一 37 第一節 研究架構與假設推論 37 第三節 假設驗證與分析 48 第四節 討論 57 第四章 實驗二 59 第一節 研究架構與假設推論 59 第二節 研究設計 63 第三節 假設驗證與分析 68 第四節 討論 80 第五章 結論與建議 82 第一節 研究結果 83 第二節 研究發現與貢獻 84 第三節 管理意涵 85 第四節 研究限制 87 第五節 未來研究方向 88 參考文獻 90 附錄、實驗問卷 108 表目錄 表 2-1 顧客互動行為之分類 11 表 3-1 飯店設施與服務之重要性排序 42 表 3-2 飯店屬性重要性排序 43 表 3-3 評價之操弄內容 44 表 3-4 背景相似度之操弄 44 表 3-5 背景相似度之操弄(續) 45 表 3-6 人際吸引力問項 48 表 3-7 人際吸引力問項因素分析與信度檢驗 49 表 3-8 背景相似性操弄確認檢驗 49 表 3-10 口碑與背景相似度對操弄後購買意願之影響 50 表 3-11 事後態度之邊際檢定 51 表 3-12 事後意願之邊際檢定 52 表 3-13 口碑與背景相似度對他人影響力-態度 53 表 3-14 口碑與背景相似度對他人影響力-購買意願 53 表 3-15 他人影響力之邊際檢定-態度 54 表 3-16 他人影響力之邊際檢定-購買意願 54 表 3-18 人際吸引力中介效果檢驗-購買意願變化幅度 57 表 4-1 他人評價操弄內容 64 表 4-2 前測照片外表吸引力得分 65 表 4-3 外表吸引力操弄內容 65 表 4-4 他人外表吸引力問項 67 表 4-5 社會焦慮程度問項 67 表 4-6 外表吸引力問項因素分析與信度檢驗 69 表 4-7 人際吸引力問項因素分析與信度檢驗 69 表 4-8 社會焦慮程度問項因素分析與信度檢驗 70 表 4-9 他人評價操弄確認檢驗 71 表 4-10 他人外表吸引力操弄確認檢驗 71 表 4-11 外表、評價、社會焦慮程度對人際吸引力之影響 72 表 4-12 人際吸引力之邊際檢定 73 表 4-13人際吸引力與顧客滿意度之相關分析 74 表 4-14 人際吸引力與其他顧客影響幅度之相關分析 74 表 4-15 各情境下購買意願成對t檢定表 75 表 4-16 人際吸引力中介效果檢驗-滿意度 76 表 4-17 人際吸引力中介效果檢驗-其他顧客影響力 77 表 4-18 相對外表吸引力之調節效果檢驗 79 表 4-19 人際吸引力之邊際檢定 79 表 4-20 他人外表吸引力高下相對吸引力之邊際檢定 80 表 4-21 他人外表吸引力低時相對外表吸引力之邊際檢定 80 表 5-1 研究結果彙整 83 |
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