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博碩士論文 etd-0612107-224048 詳細資訊
Title page for etd-0612107-224048
論文名稱
Title
服務消費中之顧客間接觸之研究:人際吸引力觀點
Customer-to-Customer Encounter in Service Consumption: Interpersonal-Attraction Perspective
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
193
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2007-05-31
繳交日期
Date of Submission
2007-06-12
關鍵字
Keywords
社會心理學、實驗、服務行銷、人際吸引力、顧客間接觸
Interpersonal Attraction, Experiments, Customer-to-Customer Encounter, Social Psychology, Service Marketing
統計
Statistics
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中文摘要
本論文主要目的在於探討顧客在服務消費中,與同一服務環境中其他顧客間的接觸互動對於整體服務經驗的影響。過去的服務行銷文獻中明顯忽略了其他顧客本身所具備的個人特質,因此,本研究除了探討顧客間接觸的行為構面外,亦進一步考量其他顧客個人特徵的影響。有別於過去的服務行銷文獻,本論文引進社會心理學中之「人際吸引力」概念,並據以作為主要的探討變項。本研究立基於相關文獻,探討:(一)、其他顧客之行為、整體外表、與可觀察之相似性對於目標顧客之人際吸引力影響;(二)探索目標顧客對其他顧客之人際吸引力評估與其整體消費經驗滿意度、產品購買傾向與等待焦慮程度之間的關係。本論文提出一概念性架構,並以四個實驗具體驗證相關假說。
實驗一探討其他顧客的正負面行為與相似性程度高低之影響。其研究結果顯示,其他顧客的正面行為有助於提高目標顧客的人際吸引力評估,而負面行為則會降低人際吸引力評估。此外,其他顧客若與目標顧客具有高度相似性,則可產生比較高的人際吸引力。再次,相似性與正負面行為之間有顯著交互效果。最後,人際吸引力與整體消費滿意度之間有顯著正向關係,且部分中介了其他顧客行為與相似性對於滿意度的效果。
實驗二探討其他顧客的正負面行為與整體外貌對人際吸引力的效果。研究結果重複驗證實驗一所發現的正負面行為之主效果。其次,目標顧客對於外貌較佳的其他顧客有較高的人際吸引力評估。再次,外貌可以產生舒緩效果,降低負面行為帶來的人際吸引力影響。最後,人際吸引力與整體消費滿意度之間有顯著正向關係,且部分中介了其他顧客行為與整體外貌對於滿意度的效果。輔助性調查的結果發現人們對於外貌較佳者的負面行為有將其正當化的傾向。
實驗三探討產品選擇的評價與其他顧客外貌對於人際吸引力的效果。實驗結果反覆驗證外貌較佳者對人際吸引力的正面效果;目標顧客對於正面評價可以產生比較高的人際吸引力。然而本研究亦發現外貌在此研究中反而產生惡化效果,來自外貌較佳者的負面評價與來自外貌不佳者的正面評價同樣會對人際吸引力有負面影響。最後,人際吸引力與整體消費滿意度與產品購買意願之間有顯著正向關係,且部分中介了產品選擇評價與整體外貌的效果。
實驗四探討服務消費中其他顧客所帶來的穩定效果。實驗結果發現當目標顧客處於高度焦慮的狀態下時,其他顧客的焦慮消除行為(友善的交談)可以降低目標顧客的焦慮感,從而產生較高的人際吸引力評估。此外,來自高相似性其他顧客的友善行為效果最強。最後,人際吸引力與整體消費滿意度之間有顯著正向關係,與焦慮知覺則有負向關係,且部分中介了自變數的效果。
本研究最主要的理論貢獻包括:(一)提供了對服務消費中顧客間接觸的新研究觀點;(二)同時兼納其他顧客之行為與個人特徵的效果;(三)探索人際吸引力與其他顧客重要反應的關係。本論文亦提供相關管理意涵、研究限制與未來研究方向。
Abstract
The basic premise of this dissertation is that other customers, as part of the service environments, have direct or indirect influences on target customer’s interpersonal attraction and then affect overall service experience. These effects received increasing attention in recent service marketing literature. However, most of studies dedicated their attention to the effect of other customers’ behaviors; thus, an obvious limitation of existing literature is the neglect of other customers’ characteristics. This research gap became the major research motivation of this dissertation. Moreover, this dissertation introduced an important but rarely discussed psychological response – target customer’s interpersonal attraction.
Based on relevant literature, the author proposed a overall framework which considered the effects of other customers’ behaviors, observable similarity, and physical appearance on target customer’s interpersonal attraction evaluation. Moreover, the author also explored the relationship between target customer’s interpersonal attraction evaluation and his/her overall satisfaction, purchase intention, and anxiety perception. Four scenario-based experiments were conducted to verify proposed hypotheses.
In Experiment 1, the effects of other customers’ appropriate / inappropriate behaviors and observable similarity were examined. The results indicated significant main effects and an interaction effect. Other customers’ observable similarity had an alleviating effect on interpersonal attraction. Experiment 2 tested the relationships between other customers’ behaviors, physical appearance, and interpersonal attraction. Results were similar to findings of Experiment 1. Other customer’s physical appearance had an alleviating effect. A supplementary survey reported that people tend to justify physically-attractive persons’ inappropriate behaviors. Experiment 3 concerned about the negative effects of physical appearance on interpersonal attraction by manipulating other customers’ appraisals toward target customer’s product choice. The last experiment empirically verified the stabilizing effect proposed by marketing scholars. The author found that other customers’ anxiety-reducing behaviors could lower target customer’s perceived anxiety and produce higher interpersonal attraction. In all four experiments, target customers’; interpersonal attraction had positive correlation with overall satisfaction, purchase intention, or anxiety perception. Interpersonal attraction at least partially mediated manipulated factors’ effects on satisfaction.
This dissertation’s last chapter provided summary of experiment findings, theoretical and managerial implications, research limitations, and future research directions.
目次 Table of Contents
Content Index I
List of Tables III
List of Figures IV
中文摘要 V
Abstract VI
Chapter 1 Introduction 1
1.1. Background 1
1.2. The Purpose and Research Questions of This Dissertation 4
1.3. The Scope of This Dissertation 4
1.4. Organization of This Dissertation 6
Chapter 2 Literature Review 7
2.1. Historical Roots and Development of Customer-to-Customer Encounters. 7
2.1.1 The Conceptual Discussion of CCE 9
2.1.2 Compatibility Management 19
2.1.3 Typology of CCE Behaviors. 21
2.1.4 Observable Oral Participation in the Service Encounter 24
2.1.5 The Consequences of CCE On Consumption 27
2.1.6 Summary 32
2.2. A Possible New Path for Researches on CCE....... 33
2.3. Interpersonal Attraction 40
2.3.1 Definition and Measurement of Interpersonal Attraction 40
2.3.2 Theoretical Background of Interpersonal Attraction 43
2.3.3 The Antecedents of Interpersonal Attraction 50
2.3.4 Summary 56
Chapter 3 Research Framework And Hypotheses 58
3.1. Research Framework 58
3.2. Experiment 1 61
3.3. Experiment 2 67
3.4. Experiment 3 71
3.5. Experiment 4 77
3.6 Pretest 1 Other Customers’ Behaviors 81
3.7 Pretest 2 Other Customers’ Physical Appearance 82
Chapter 4 Empirical Experiments And Results 84
4.1. Experiment 1 85
4.1.1 Method 86
4.1.2 Analyses and Results 89
4.1.3. Discussion of Findings 96
4.2. Experiment 2 100
4.2.1. Method 101
4.2.2. Analyses and Results 102
4.2.3. Discussion of Findings 109
4.3. Experiment 3 111
4.3.1. Method 113
4.3.2. Analyses and Results 114
4.2.3. Discussion of Findings 125
4.4. Experiment 4 129
4.4.1. Method 131
4.4.2. Analyses and Results 133
4.4.3. Discussion of Findings 142
Chapter 5 Conclusions And Implications 145
5.1. Summary of Empirical Findings 145
5.2. Theoretical Implications 148
5.3. Managerial Implications 150
5.4. Research Limitations 153
5.5. Directions for Future Research 154
References 157
Appendix. 179
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