奧客﹑ 顧客負面情緒與顧客趨避行為關係之研究

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Title:	奧客﹑ 顧客負面情緒與顧客趨避行為關係之研究
Authors:	楊智裕
Contributors:	國際企業管理學系
Keywords:	蠻橫顧客 customer from hell 負面情緒 nagative emtion 顧客趨避行為 customer avoidance
Date:	2012
Issue Date:	2012-11-01 10:51:04 (UTC+8)
Abstract:	本研究旨在探討顧客在面對其他的奧客行為時，所產生的負面情緒與趨避行為；當其他奧客行為出現時，推論顧客可能產生負面情緒，進而導致趨避行為。本研究以其他顧客行為為自變項；顧客負面情緒為中介變項，可分為四個構面，分別為：不悅情緒、低落情緒、不安情緒及生氣情緒；顧客趨避行為為依變項，分為兩個構面：行為反應及不再購買。本研究以一般消費大眾為研究對象，探討奧客、顧客負面情緒與顧客趨避行為之關係研究；藉由282個研究樣本顯示。結果顯示：奧客對不悅情緒有顯著正向影響，奧客對不再購買也有顯著正向影響，且顧客負面情緒在奧客對顧客趨避行為關係中有完全中介效果。 The purpose of this study was to investigate the customer from hell behavior, cus-tomer negative emotions and customer avoidance behavior, when the other customer from hell behavior, the inference customer may have negative emotions, leading to avoidance behavior. In this study, other customer behavior as the independent variable; customer nega-tive emotions as intervening variables can be divided into four dimensions: the unhappy mood, depressed mood, anxiety and angry emotions; customer avoidance behavior as the dependent variable be divided into two dimensions: behavioral responses, and no longer buy. In this study, the general consumer public as the object of study to explore the negative emotions of the customer from hell, customer negative emtion and customer avoidance behavior Relations; by 282 samples. The results showed that: customer from hell is a sig-nificant and positive impact on the unhappy mood, also have a significant positive impact on customer from hell not to purchase, and the negative emotions of customers in the cus-tomer from hell relations, customer avoidance behavior fully mediated the effect.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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