| 摘要: | 企業之負面事件通常會帶來企業品牌、形象、產品的傷害，根據人際關係的研究，背叛感是消費者與自己有互動關係的人所發生不當的行為時而產生的心理反應，而前人研究也發現，消費者所感覺到的背叛感亦會影響消費者對於企業、品牌的滿意度和忠誠度。近年來因為產品市場競爭激烈，使得顧客知覺價值更加受到重視，使背叛感似乎扮演關鍵的心理機制。本研究目的為了解企業負面事件與消費者知覺背叛感間之關係以及產品知覺價值對上述關係之干擾效果。
近來有許多關於消費者行為之研究均從顧客對其消費產品的價值觀點來加以探討，即所謂的顧客知覺價值。本研究欲釐清企業負面事件對消費者知覺價值之影響。以消費族群為研究之對象，研究的主要抽樣對象為各消費族群，男性與女性共預計發放約300份問卷。研究假設將以SPSS軟體進行實證分析，包含敘述性統計、信度、效度、相關係數和單因子變異數分析、獨立樣本T檢定加以驗證，研究結果將對管理實務與未來研究提供建議。
研究結果發現，消費者知覺價值越高則遭遇負面事件後所產生之背叛感會增強。而男性會弱化知覺價值對背叛感之影響。
The companies’ negative events often make enterprise hurt on her brand, image and product. According to the research of interpersonal relationships, the generation of a sense of betrayal is due to the interactive behavior between consumers and sellers. Besides, a sense of betrayal of consumers also will effect companies on the satisfaction of brand and loyalty from previous well-done researches. In recent years, because of the market competition, enterprise highly start to concern about customer perceived value, so that a sense of betrayal plays an important role on psychological mechanism. The purpose of this study is to discuss the relationship between the sense of betrayal enterprise and consumer perception of negative events. One the other hand, we also consider the interference of product perceived value on previous two factors in study.
There are a lot of recent studies conducted from the angel of customers’ point of view, study group. There are proximately three hundred questionnaires which are going to be conducted with SPSS software as the analysis project, the analysis includes descriptive statistics, reliability, validity, regression analysis to be certified. The result helps to provide useful information for the management practice and the future studies.
It can be concluded that the higher consumers perceived, the bigger the effect of the negative events on the sense of betrayal. Meanwhile, men will weaken the impact on the perceived value of a sense of betrayal. |
