關係連結與後悔的關係-以自我建構為干擾變數

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Title:	關係連結與後悔的關係-以自我建構為干擾變數 Relationship Bonds and Regret -The Moderating effect of Self-construal
Authors:	謝亞霖 Hsieh, YA-Lin
Contributors:	國際貿易學系
Keywords:	後悔關係連結自我建構 regret relationship bond self-construal
Date:	2013-06
Issue Date:	2013-11-14 14:02:17 (UTC+8)
Abstract:	後悔，在消費者決策過程中有很大的影響力。消費者會希望回到過去改變當初的決策，使得事情結果更接近理想，這時就會產生後悔。後悔讓消費者面對結果不確定性，因此陷入決策困境；後悔會影響消費者的滿意度、抱怨意圖和再購意願等。因此，消費者會搜尋、選擇規避後悔的產生，也會想辦法彌補後悔造成的結果。近年來關係行銷的觀念獲得重視，企業透過關係行銷提高顧客滿意度、忠誠度和建立口碑等，主要目的是與客戶維持長期關係。關係連結有三種連結方式，分別是財務性連結、社會性連結和結構性連結，連結程度越高關係品質也越高，消費者對企業也有較高的信任。當產生信任違背時，消費者的後悔程度更高。根據過去文獻，個人與他人之間的關係會影響消費者的購買行為，本研究使用自我建構當做干擾變數，探討對關係連結和後悔之間的關係。因此，本研究推論一：關係連結和後悔呈正相關。推論二：相依自我建構的消費者對關係連結和後悔關係的影響，比獨立自我建構的消費者明顯。 Regret has powerful influence on purchase decision. Regret is the emotion that customers experience when imagining that their current situation would have been better, if they had decided differently. Because regret affects customer satisfaction, complaining intention and repurchase intention, customers will avoid regret or make up the loss of regret. Recently, relationship marketing is highly valued. Enterprises improve customer satisfaction, customer royalty, and public praise through relationship marketing. In this way, Enterprises maintain long term working relationships with customers. Relationship bond includes financial bond, social bond, and structural bond. The higher the relationship bond, the more trust the customer has in the enterprise. When the product trust is broken, customers experience more regret. From the past literature we know that the relationship between people affects purchase. This research uses self-construal as moderator variable to discuss the relationship between relationship bonds and regret. Finally, this research infers: (1) relationship bond makes positive outcome with regret. (2) the interdependent self-construal customer has more influence on relationship bonds and regret than the independent self-construal customer
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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