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系統識別號 U0002-1206201814144000
中文論文名稱 探討影響消費者忠誠度之實證研究-以智慧型個人助理為例
英文論文名稱 Empirical Study on Customer Loyalty with Intelligent Personal Assistant
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 106
學期 2
出版年 107
研究生中文姓名 王懿宣
研究生英文姓名 Yih-Hsuan Wang
學號 606550050
學位類別 碩士
語文別 英文
口試日期 2018-06-09
論文頁數 146頁
口試委員 指導教授-孫嘉祈
委員-蔡政言
委員-周啟陽
中文關鍵字 智慧型個人助理  顧客創新性  知覺價值  顧客滿意度  顧客忠誠度  產品知識  企業形象 
英文關鍵字 Intelligent Personal Assistant  Customer Innovativeness  Perceived Value  Customer Satisfaction  Customer Loyalty  Product Knowledge  Corporate Image 
學科別分類
中文摘要 隨著人工智慧科技蓬勃發展以及在不同產業中對於人工智慧應用需求的快速提升,智慧型個人助理,毫無疑問地將在未來幾十年中面臨快速發展的情況。因此,不論是從學術理論的角度還是從進行實際操作的公司經理人的觀點來看,切實探討研究顧客對智慧型個人助理這一特定市場的反應為何是必要的。而顧客忠誠度對於一家企業而言,是形成競爭優勢的關鍵因素之一,並且相當多的學者非常重視這一議題。因此本研究從顧客忠誠度的層面來探討在智慧型個人助理產業中,直接影響忠誠度的因素以及試驗相關的中介變數和干擾變數。

本研究使用分層回歸分析為主軸並且同時探討中介效果和干擾效果。研究結果顯示出顧客創新性會對知覺價值產生正向顯著影響。從顧客滿意度來探討,功能型創新性以及知覺價值會對顧客滿意度產生正向顯著影響,然而享樂型創新性和認知型創新性則不然。此外,知覺價值和顧客滿意度會正向影響顧客忠誠度;而具備功能型創新性和享樂型創新性的顧客則是會更容易成為忠誠顧客。從中介效果的驗證中可以看出,顧客創新性和知覺價值會透過顧客滿意度對顧客忠誠度產生部分中介效果。

從干擾效果的驗證中可以看出,顧客產品知識和企業形象對顧客創新性和知覺價值之間存在著正向顯著的干擾效果。而,顧客產品知識會在功能型創新性和享樂型創新性對滿意度的影響中承擔正向干擾的影響。在實證研究的最後一部分,雪費法事後檢定被應用在人口統計因素會與研究變項間進行差異分析。最後本研究提供一些管理應用的策略分析及建議,以此希望吸引不同具備創新性的顧客群,加強產品價值的主觀認知,與此同時深化良好的企業形象和顧客對產品知識的理解,而提升顧客對於智慧型個人助理的滿意度,進而形成牢固的忠誠度。
英文摘要 With the rapid developed advancements in artificial intelligence technologies, the rising demands for the intelligent personal assistant is expected to experience a rapid growth in the following decades. Therefore, it is unavoidable for both academic researchers and the marketers to investigate the customer’s responses to the intelligent personal assistant which is considered as the specific market research industry. As customer loyalty has become a critical element of gaining competitive advantages and quite a number of marketers pay much attention to it, so this research aims to not only explore the factors which directly affecting customer loyalty on intelligent personal assistant but also trial both mediator and moderator variables.

The empirical research is principally based on the multiple hierarchical regression analysis including the mediation and moderation testing. The results obtained demonstrate that the customer innovativeness has the positive influence on perceived value. From the perspective of analyzing customer satisfaction, the findings reveals the positive influence from functional innovativeness and perceived value. The main contributions are derived from the better understanding of the customer loyalty. It is proposed that both perceived value and customer satisfaction have the positive influences on customer loyalty. Additionally, the customer innovativeness has the positive influence on customer loyalty partially, which indicates the customers with functional and hedonic innovativeness.

Based on the results of testing mediation, the customer satisfaction is concluded as the partial mediator to the influence on customer loyalty originated from customer innovativeness and perceived value.

From the view of testing moderation, both product knowledge and corporate image take the role as the moderator variables which implies the positive moderating effect on the relationship between customer innovativeness and perceived value. Also, product knowledge moderates the influences from functional and hedonic innovativeness to customer satisfaction. According to the results of data synthesization and hypothesis testing, several comprehensive strategic analysis and implications will be provided eventually.
論文目次 Table of Contents
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 4
1.3 Research Purpose 7
1.4 Research Process 8
Chapter 2 Literature Review 10
2.1 Artificial Intelligence 10
2.1.1 Agents for Artificial Intelligence 11
2.1.2 Artificial Intelligence Trends 13
2.1.3 Artificial Intelligence by Domains 16
2.1.4 Intelligent Personal Assistant 18
2.2 Customer Loyalty 22
2.3 Customer Satisfaction 26
2.4 Customer Innovativeness 30
2.5 Perceived Value 35
2.6 Product Knowledge 39
2.7 Corporate Image 44
2.8 Hypothesis Development 48
Chapter 3 Research Methodology 55
3.1 Research Framework 55
3.2 Research Hypotheses 56
3.3 Measurement of Variables: Operational Definition 57
3.4 Research Instrument 64
3.5 Analytic Method 65
Chapter 4 Empirical Research 70
4.1 Summary of Empirical Research 70
4.2 Descriptive Statistics Analysis 70
4.3 Reliability Analysis 78
4.4 Exploratory Factor Analysis 81
4.5 Factor Analysis 81
4.6 Correlation Analysis 89
4.7 Regression Analysis 91
4.8 Hierarchical Regression Analysis 99
4.9 The Results of Hypotheses Testing 112
4.10 Discussion 113
Chapter 5 Conclusion and Implication 115
5.1 Conclusion 115
5.2 Implication 115
5.2.1 Academic Contribution 115
5.2.2 Managerial Implication 118
5.3 Research Limitation and Suggestion for Future Work 123
Reference 125
Appendix A: Questionnaire for Participants of the Survey 140

List of Figures
Figure 1-4-1: Research Process 9
Figure 3-1-1: Research Framework 55

List of Tables
Table 3-2-1: Content of Hypotheses 56
Table 3-3-1: Operational Definition and Question Items
of Functional Motivation 58
Table 3-3-2: Operational Definition and Question Items
of Hedonic Motivation 58
Table 3-3-3: Operational Definition and Question Items
of Cognitive Motivation 58
Table 3-3-4: Operational Definition and Question Items
of Functional Value 59
Table 3-3-5: Operational Definition and Question Items
of Social Value 60
Table 3-3-6: Operational Definition and Question Items
of Epistemic Value 60
Table 3-3-7: Operational Definition and Question Items
of Customer Satisfaction 61
Table 3-3-8: Operational Definition and Question Items
of Customer Loyalty 62
Table 3-3-9: Operational Definition and Question Items
of Product Knowledge 63
Table 3-3-10: Operational Definition and Question Items
of Corporate Image 64
Table 4-2-1: Demographic Condition
of the Respondents 71
Table 4-2-2: Usage Condition of AI Assistant
based on Respondents 74
Table 4-2-3: Descriptive Analysis of Variables 76
Table 4-3-1: Cronbach’s Alpha of Each Variable 78
Table 4-4-1: Value of KMO and
Bartlett’s Test of Sphericity 81
Table 4-5-1: Rotated Component Matrix
of Perceived Value 82
Table 4-5-2: Rotated Component Matrix
of Customer Innovativeness 84
Table 4-5-3: Rotated Component Matrix
of Customer Satisfaction 85
Table 4-5-4: Rotated Component Matrix
of Customer Loyalty 86
Table 4-5-5: Rotated Component Matrix
of Product Knowledge 87
Table 4-5-6: Rotated Component Matrix
of Corporate Image 88
Table 4-6-1: Correlation matrix 90
Table 4-7-1: Regression Analysis of
Customer Innovativeness and Perceived Value 91
Table 4-7-2: Regression Analysis of
Customer Innovativeness, Perceived Value and
Customer Satisfaction 94
Table 4-7-3: Regression Analysis of Customer Innovativeness,
Perceived Value, Customer Satisfaction and
Customer Loyalty 97
Table 4-8-1: Hierarchical Regression Analysis of
the Mediating Effect from Customer Satisfaction 100
Table 4-8-2: Hierarchical Regression Analysis of
the Mediating Effect from Customer Satisfaction 101
Table 4-8-3: Hierarchical Regression Analysis of
the Moderating Effect from Product Knowledge 102
Table 4-8-4: Hierarchical Regression Analysis of
the Moderating Effect from Product Knowledge 104
Table 4-8-5: Hierarchical Regression Analysis of
the Moderating Effect from Product Knowledge 105
Table 4-8-6: Hierarchical Regression Analysis of
the Moderating Effect from Product Knowledge 106
Table 4-8-7: Hierarchical Regression Analysis of
the Moderating Effect from Product Knowledge 107
Table 4-8-8: Hierarchical Regression Analysis of
the Moderating Effect from Corporate Image 109
Table 4-8-9: Hierarchical Regression Analysis of
the Moderating Effect from Corporate Image110
Table 4-8-10: Hierarchical Regression Analysis of
the Moderating Effect from Corporate Image 111
Table 4-9-1:The Results of Hypothesis Testing 112
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