在現今的商業環境中，全球化與自由化大趨勢下，產業的典範也不斷轉移，當相同產品在網購及實體通路銷售上並無顯著差異時，實體通路就只能給予顧客不同的消費體驗來留住顧客。是故，本研究整合期望理論與社會交換理論，驗證消費體驗(信心建立、尋求新奇、社交利益)與關係品質、顧客公民行為研究變數的關係，同時檢驗消費體驗(信心建立、尋求新奇、社交利益)是否會透過關係品質，對顧客公民行為產生影響。本研究以問卷方式蒐集233位顧客之資料，進行層級迴歸分析。結果發現，消費體驗(信心建立、尋求新奇及社交利益)對關係品質與顧客公民行為有顯著正向影響，關係品質對顧客公民行為有顯著正向影響，關係品質為消費體驗與顧客公民行為的中介變數，針對上述結果，本研究提出理論意涵與管理建議。

In today’s business environment, the trend of globalization and liberalization, the industry model  also constantly shifting, when the same product in the online shopping and physical channel sales there is no significant difference, the physical channel can only give customers a different consumption experience to keep customers. Therefore, this study integrates the theory of expectation and social exchange to verify the relationship quality between consumption experience(confident building, novelty seeking, social benefit) and relationship quality, customer citizenship behavior variables and test the mediating effect of relationship quality between consumption experience  and customer citizenship behavior. Data was collected from 233 customers and analyzed using hierarchical regression. The results showed that consumption experience (confident building，novelty seeking, society benefit) had effects on relationship quality and customer’s citizenship behavior, and relationship quality had positve effects on consumption experience and customer’s citizenship behavior.

目 錄

目錄………………………………………………………………………………………I
   圖目錄………………………………………………………………………………..…III
第一章	緒論……………………………………………………………………….…...1
第一節	 研究背景………………………………………………………………..…2
第二節	 研究動機…………………………………………………………………..2
第三節	 研究目的…………………………………………………………………..4
第四節	 研究流程…………………………………………………………………..5
第二章	文獻探討……..………………………………………………………………..6
第一節	消費體驗………………………………………………………………….6
第二節	關係品質………………………………………………………...………10
第三節	顧客公民行為……………………………………………………...……16
第四節	消費體驗與關係品質的關係………………………………………...…22
第五節	關係品質與顧客公民行為的關係…………………………………...…22
第六節	消費體驗與顧客公民行為的關係……………………………………...23
第七節	關係品質為中介變數…………………………………………………...24
第三章	研究方法……………………………………………………………………..25
第一節	研究架構………………………………………………………………..25
第二節	研究設計………………………………………………………………..25
第三節	變數衡量…………………………………………………………….….26
第四章	分析與討論…………………………………………………………….…….29
第一節	描述性統計………………………………………………………….….29
第二節	信效度分析…………………………………………………….…….…30
第三節	相關分析……………………………………………………………..…31
第四節	差異分析………………………………………………………………..33
第五節	層級迴歸分析…………………………………………………………..37
第六節	綜合討論………………………………………………………………..45
第五章	結論與建議………………………………………………………………..…48
第一節	研究結論與發現……………………………………………………..…48
第二節	管理意涵與建議………………………………………….………..…...49
第三節	研究限制與後續研究建議…………………..……………………....…51
       參考文獻………………………………………………………………………….….52
              中文文獻…………………………………………………………………….…..52
               英文文獻……………………………………………………………………..…54
         附錄--問卷………..……………………………………………………..………….58
                顧客問卷………………………………………………………….……………58
  









表目錄
表  4-1    填寫問卷人員樣本特性 ……………………………………………………….30
表  4-2   各變數之Cronbach’s α值…………………......................................................31
表  4-3    研究變數平均數與標差………………………………………………………..32
表  4-4   研究變數之相關分析表-消費體驗、關係品質、顧客公民行為.....................32
表  4-5    性別與消費體驗各變數之差異分析 ….……………………………….……....33
表  4-6   年齡與消費體驗各變數間的差異分析…………..............................................34
表  4-7    平均購買金額與消費體驗各變數間的差異分析 ……………………….…….34
表  4-8   此次停留時間與消費體驗各變數間的差異分析……………..........................35
表  4-9    性別與關係品質各變數間的差異分析………………………………………..35
表  4-10  年齡與關係品質各變數間的差異分析…………………………….................36
表  4-11   平均購買金額與關係品質各變數間的差異分析….………………………....36
表  4-12  年齡與消費體驗各變數間的差異分析………….............................................36
表  4-13  消費體驗對關係品質之直接影響效果………….............................................37
表  4-14   關係品質對顧客公民行為之直接影響效果………………………………….39
表  4-15  消費體驗對顧客公民行為之直接效果………………….................................40
表  4-16   關係品質對消費體驗與顧客公民行為之中介效果………………….………42
表  4-17  消費體驗信心建立對顧客公民行為之直接影響效果…….............................43
表  4-18  消費體驗尋求新奇對顧客公民行為之直接影響效果………………………..44
表 4-19 消費體驗社交利益對顧客公民行為之直接影響效果………………...………45
表4-20  本研究各項假設驗證成果..................................................................................47









圖目錄
圖表1-1 研究流程圖……………………………………………………………...……..5
圖表 3-1 研究架構……………………………………………………………………...25

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17.	黃識銘、余泰魁(2016) 「關係連結與未來關係互動之研究—關係品質中介效果」，管理與系統，第十三卷 第三期。
18.	黃鵬飛、林慧婷(2002)「傳統通路與虛擬通路中不同顧客保留策略影響顧客信任、承諾與離去傾向之比較研究」，國立台灣科技大學2002 年管理新思維學術研討會。
19.	遠見雜誌特刊 (2016/03)「1/4國人是網購族、虛實消費體驗掀風潮」。
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