臺灣博碩士論文加值系統

隨著市場的競爭愈形劇烈，許多業者紛紛發行專屬的忠誠卡，為求透過忠誠卡的持有，提高消費者對商家的回流率，並且增加忠誠度。然而，忠誠卡成功發行的背後，效果不如原先所預期。例如:Wright & Sparks (1999)發現，僅20％的消費者會因持有忠誠卡而到店裡消費，且約86％的人在近期內會取消忠誠卡的使用權，其中有三成是因為持卡太多。另外，Magi (2003)亦指出，同時擁有多張忠誠卡的情況下，持卡並不會明顯提高消費的可能，而其研究中就有65％的人是處於此情形中。
一般而言，人們對於自我行為背後的態度是模糊不了解的。所以，消費者在面對自己為何常使用與不常使用忠誠卡行為之背後原因也是不易察覺的。只有在被要求去仔細思考常使用與不常使用某忠誠卡的原因時，才會開始對此行為做背後理由的推演。而這個過程和Wanke, Bohner, & Jurkowitsch (1997)的研究發現有關，若消費者能很容易地舉出許多常使用忠誠卡的正面理由時，便會自我暗示對於該業者的偏好很高，所以才會一下子就舉出這麼多理由。但如果無法輕易地說出為何常使用忠誠卡的理由時，則意味對那家店沒有很喜歡，才會感到舉理由很困難。
本研究以內省效果作為基礎，探討消費者內省其最常使用與最不常使用某忠誠卡理由的過程中，感受困難或容易，與理由內容為內在或外在歸因，以及內容為經濟性或情感性的消費價值考量，對商店忠誠度知覺造成的影響。研究結果發現，內省忠誠卡使用之困難程度，會影響消費者的商店忠誠度知覺。在內省正面常使用忠誠卡之理由感到容易，會使商店忠誠度知覺提高；內省感到困難則會降低，反之亦然。其中，不論為正面常用或反面不常用之理由列舉，內省感到困難造成商店忠誠度反轉之效果，在內在歸因與情感性的消費價值考量下，皆會較為減緩。
因此本研究建議，在實務上業者可透過廣告媒體的宣傳，提供更多正面使用忠誠卡的理由，以幫助消費者容易地舉出很多正面常使用的理由，以強化商店的忠誠度知覺。而處於競爭地位的業者，可要求消費者在困難的情境下，思考常使用競爭者之忠誠卡理由，來降低商店忠誠度知覺。另外，為避免消費者採取外部歸因的內省途徑，在宣傳手法上應加強店家與消費者之間的連結，而非一味強調店家本身所能提供的利益。以及建議業者多加致力於發展消費者在情感消費價值上的滿足。

目錄
目錄………………………………………………………………………i
表次 ……………………………………………………………………iii
圖次 ………………………………………………………………………v
第一章 緒論 ……………………………………………………………1
第一節 研究背景 …………………………………………………………1
第二節 研究動機 …………………………………………………………4
第三節 研究問題 …………………………………………………………6
第四節 研究目的 …………………………………………………………7
第五節 研究範圍 …………………………………………………………8
第六節 研究流程 …………………………………………………………8
第二章 文獻探討………………………………………………………10
第一節 內省理論…………………………………………………………10
第二節 歸因理論…………………………………………………………24
第三節 消費價值…………………………………………………………31
第四節 忠誠度……………………………………………………………36
第五節 商店忠誠度………………………………………………………38
第三章 研究方法與設計 ……………………………………………42
第一節 研究設計…………………………………………………………42
第二節 前測設計…………………………………………………………51
第三節 問卷設計…………………………………………………………57
第四節 正式問卷預試……………………………………………………66
第五節 統計分析方法……………………………………………………67
第四章 結果分析與討論 ……………………………………………69
第一節 問卷回收與基本資料……………………………………………69
第二節 信度分析…………………………………………………………75
第三節 控制變數之衡量與干擾…………………………………………77
第四節 假設檢驗…………………………………………………………80
第五節 假設結果驗證彙總………………………………………………92
第五章 結論與建議 …………………………………………………93
第一節 研究結論…………………………………………………………93
第二節 研究意涵與實務建議……………………………………………96
第三節 研究限制 ………………………………………………………104
第四節 未來研究建議 …………………………………………………106
參考文獻 ……………………………………………………………109
中文部分…………………………………………………………………109
英文部分…………………………………………………………………109
附錄 …………………………………………………………………119
附錄一 前測問卷 ……………………………………………………119
附錄二 正式問卷 ……………………………………………………123
附錄三 故事版本操弄 ………………………………………………130
表次
表2-1 內省對行為與態度之影響 …………………………………………12
表2-2 內省困難度之相關研究整理 ………………………………………21
表2-3 顧客價值之分類 ……………………………………………………32
表 2-4 Zeithaml et al.(1996) 衡量商店忠誠項目之信度值……………41
表3-1 實驗一組別設計 ……………………………………………………44
表3-2 實驗二組別設計 ……………………………………………………44
表3-3 認知需求之衡量……………………………………………………50
表3-4 正負面內省之理由項目數衡量……………………………………51
表3-5 各干擾變數之理由項目數衡量……………………………………52
表3-6 前測結果—正反面內省項目數之敘述統計 ………………………53
表3-7 忠誠卡常使用(正面)的歸因與消費價值理由之分類……………55
表3-8 忠誠卡不常使用(反面)的歸因與消費價值理由之分類…………56
表3-9 正反面內省標的物之選取題項……………………………………58
表3-10 忠誠卡選取之條件 ………………………………………………58
表3-11 內省困難度*正反面內省之問項…………………………………59
表3-12 實驗一: 內外在歸因之干擾操作 ………………………………61
表3-13 實驗二: 消費價值之干擾操作 …………………………………62
表3-14 商店的忠誠度衡量 ………………………………………………63
表3-15 認知需求之衡量 …………………………………………………64
表3-16 內省困難度之操弄檢驗衡量 ……………………………………65
表3-17 實驗一:正反面內省困難度與干擾變數之操弄檢驗衡量………65
表3-18 實驗二:正反面內省困難度與干擾變數之操弄檢驗衡量………66
表4-1 實驗一各版本問卷回收情形 ………………………………………70
表4-2 實驗二各版本問卷回收情形 ………………………………………71
表4-3 受測者基本資料統計 ………………………………………………74
表4-4 商店忠誠度之信度分析 ……………………………………………75
表4-5 認知需求之信度分析 ………………………………………………76
表4-6 認知需求之基本敘述統計 …………………………………………77
表4-7 高低認知需求 ………………………………………………………77
表4-8 高低認知需求之獨立樣本t檢定 …………………………………78
表4-9正反內省困難度與認知需求對商店忠誠之二因子變異數分析 ……78
表4-10 正反面內省困難度之敘述統計……………………………………81
表4-11 正反面內省困難度對商店忠誠度之單因子變異數分析…………81
表4-12 加入控制變數認知需求之共變數分析……………………………82
表4-13正反面內省困難度對商店忠誠度之事後分析 ……………………82
表4-14 正反面內省困難度與歸因各版本之敘述統計……………………85
表4-15正反面內省困難度與歸因對商店忠誠之二因子變異數分析 ……86
表4-16 歸因因子之單純主要效果考驗……………………………………86
表4-17 正反面內省困難度與消費價值各版本之敘述統計………………89
表4-18正反內省困難度與消費價值對商店忠誠之二因子變異數分析 …90
表4-19 消費價值因子之單純主要效果考驗 ……………………………90
表4-20 研究假設結果之整理………………………………………………92
圖次
圖1-1 研究流程圖 …………………………………………………………9
圖2-1 歸因之過程 …………………………………………………………25
圖3-1 研究架構圖 …………………………………………………………43
圖3-2 前測結果—正反面內省項目數之頻率統計 ………………………53
圖3-3 本研究統計分析方法之彙整 ………………………………………68
圖4-1正反面內省困難度之商店忠誠度知覺示意圖………………………82
圖4-2正反面內省困難度與內外在歸因之交互作用圖……………………87
圖4-3正反面內省困難度與消費價值之交互作用圖………………………91

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