淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-2606200815304600
中文論文名稱 品牌知名度、顧客價值、再購意願與網路口碑關聯性之研究-以線上遊戲「魔獸世界」為例
英文論文名稱 The Study on the Relationships among Brand Awareness, Customer Value, Repurchase Intention, and Online Word-of-Mouth-in Case of the Online Game “World of Warcraft”
校院名稱 淡江大學
系所名稱(中) 管理科學研究所碩士班
系所名稱(英) Graduate Institute of Management Science
學年度 96
學期 2
出版年 97
研究生中文姓名 陳玫瑛
研究生英文姓名 Mei-Ying Chen
學號 695621267
學位類別 碩士
語文別 中文
口試日期 2008-05-29
論文頁數 99頁
口試委員 指導教授-廖述賢
委員-劉基全
委員-劉士仙
中文關鍵字 品牌知名度  顧客價值  再購意願  網路口碑  結構化方程式 
英文關鍵字 Brand Awareness  Customer Value  Repurchase Intention  Online Word-of-Mouth  Structural Equation Modeling 
學科別分類 學科別社會科學管理學
中文摘要 這幾年來,網路快速的發展,加上高速寬頻網路的普及,已經深入了我們每個人的家庭之中,讓大家隨時隨地享受到網路所帶來的便利及娛樂。然而,國內線上遊戲廠商競爭非常激烈,要如何為玩家創造價值,讓玩家願意繼續留在此款遊戲也就成為一個重要的課題。
本研究主要在探討品牌知名度、顧客價值、再購意願與網路口碑之間的關聯,以線上遊戲產業為研究母體,並以魔獸世界玩家作為研究樣本,共計發放340份問卷,回收有效問卷為280份。本研究透過線性結構化方程式模型將品牌知名度、顧客價值、再購意願與網路口碑的影響進行實證分析,研究結果發現,品牌知名度透過顧客價值對再購意願與網路口碑的影響之中,顧客價值是具完全中介效果。
英文摘要 In these years, based on rapid development and popularization, Internet and high-speed broadband have already gone deep into each family in Taiwan. That provides convenience and entertainment to everyone. However, the market of Online game in Taiwan has been intense competition for several years. So how to create value for game player and keep them to stay on the game becomes the important topic for study.
This study mainly investigates the relationships among brand awareness, customer value, repurchase intention, and online word-of-mouth. "World of warcraft" (wow) was selected as this research object. 340 questionnaires were issued and 280 valid replies were received. This study uses the structural equation model to empirically explore the relationships among brand awareness, customer value, repurchase intention, and online word-of-mouth. The research results indicate that brand awareness has an effect on repurchase intention and online word-of-mouth through customer value, and customer value has a full mediation effect.
論文目次 目錄
目錄 I
表目錄 IV
圖目錄 V
第一章 緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 3
1.4研究流程 4
第二章 文獻探討 6
2.1線上遊戲現況 6
2.1.1線上遊戲的分類 8
2.1.2魔獸世界的介紹 10
2.2品牌知名度 12
2.2.1品牌知名度之定義 12
2.2.2品牌知名度的構成 13
2.2.3小結 15
2.3顧客價值 16
2.3.1顧客價值之定義 16
2.3.2顧客價值構面 18
2.3.3小結 22
2.4再購意願 22
2.4.1再購意願之定義 22
2.4.2小結 24
2.5網路口碑 24
2.5.1口碑 24
2.5.2網路口碑之定義 28
2.5.3小結 29
2.6研究假設 29
2.6.1品牌知名度與網路口碑 29

2.6.2顧客價值與網路口碑 30
2.6.3品牌知名度與顧客價值 31
2.6.4品牌知名度與再購意願 32
2.6.5顧客價值與再購意願 33
2.6.6再購意願與網路口碑 34
2.6.7品牌知名度、顧客價值、再購意願與網路口碑之關聯 35
2.7品牌知名度、顧客價值、再購意願與網路口碑之相關變數探討 36
2.7.1小結 37
第三章 研究方法 39
3.1研究架構 39
3.2操作型定義與變數衡量 39
3.2.1品牌知名度 40
3.2.2顧客價值 40
3.2.3購買意願 40
3.2.4網路口碑 41
3.2.5個人變項 41
3.3研究對象 42
3.4問卷預試與信效度分析 42
3.4.1系統性偏誤 42
3.4.2信效度分析 44
3.5資料分析方法 47
第四章 資料分析與結果 51
4.1樣本結構分析 51
4.2估計方法之選擇 53
4.3測量模型分析 54
4.3.1驗證性因素分析(confirmatory factor analysis, CFA) 54
4.3.2二階驗證性因素分析 56
4.3.3信度分析 57
4.3.4效度分析 58
4.4相關分析 60
4.5理論模型分析 62
4.6研究假設檢定 62
4.7中介效果檢定 66
4.7.1小結 73
第五章 結論 74
5.1研究結論 74
5.2管理意涵 76
5.3研究限制 80
5.4未來研究方向及建議 81
參考文獻 84
一、中文文獻 84
二、網路資料 85
三、英文文獻 85
附錄:正式問卷 97
表目錄

表 2 1:線上遊戲市場收費方式 7
表 2 2:各學者對品牌知名度的定義 12
表 2 3:各學者對顧客價值的定義 17
表 2 4:顧客價值衡量構面彙整表 19
表 2 5:再購意願定義相關文獻 23
表 2 6:口碑溝通行為動機文獻 27
表 3 1:預試問卷構面題項分配及 Cronbach’s α信度 45
表 3 2:預測之基本統計表 46
表 4 1:人口變項之分佈情形 52
表 4 2:觀察變項之平均數、標準差、偏態與峰度 53
表 4 3:CFA 判斷標準一覽表 54
表 4 4:各變項之因素分析結果 55
表 4 5:二階驗證性因素分析各配適指標 56
表 4 6:正式問卷構面題項分配及 Cronbach’s α信度 57
表 4 7:建構信度 58
表 4 8:正式構面收斂效度分析結果 59
表 4 9:區辨效度 60
表 4 10:構面相關矩陣 61
表 4 11:路徑分析結果 63
表 4 12:直接效果與間接效果 65
表 5 1:研究假設與驗證結果彙整表 76
圖目錄

圖 1 1:網友使用線上娛樂類型分布 2
圖 1 2:研究流程圖 5
圖 2 1:全球線上遊戲市場規模 6
圖 2 2:台灣線上遊戲市場規模 7
圖 2 3:顧客價值的階層模式 18
圖 2-4:口碑的重要性 26
圖 2-5:研究地圖 38
圖 3 1:研究架構圖 39
圖 4 1:研究路徑圖 62
圖 4 2:品牌知名度與網路口碑路徑圖 67
圖 4 3:品牌知名度與再購意願路徑圖 67
圖 4 4:品牌知名度、再購意願與網路口碑路徑圖 67
圖 4 5:品牌知名度與顧客價值路徑圖 68
圖 4 6:品牌知名度、顧客價值與再購意願路徑圖 69
圖 4 7:品牌知名度、顧客價值、再購意願與網路口碑路徑圖 70
圖 4 8:顧客價值與網路口碑路徑圖 71
圖 4 9:顧客價值與再購意願路徑圖 72
圖 4 10:再購意願與網路口碑路徑圖 72
圖 4 11:顧客價值、再購意願與網路口碑路徑圖 72
圖 5 1:未來研究發展圖 83





參考文獻 一、中文文獻
大衛.貝金漢 (民92)。童年之死。高雄:復文圖書。
伊凡.米勒(Ivan R. Misner)著 方華恩譯(民88)。口碑式行銷:世上最知名的行銷祕密。台北:高寶國際。
周子敬(民95)。結構方程模式(SEM)─精通LISEREL。台北:全華科技圖書股份有限公司。
周庭銳(民89)。顧客價值管理與顧客忠誠度的建立,電子化企業,經理人報告。
邱皓政 (民92)。結構方程模式:LISREL的理論、技術與應用。台北:雙葉書廊。
黃芳銘、楊金寶、許福生(民94)。在學青少年生活痛苦指標發展之研究。師大學報:教育類,50(2),97-119。
溫石松(民91)。顧客價值與網路忠誠度之關係。國立中興大學企業管理學系碩士論文,未出版,台中。
賴珍琳 (民96)。免費遊戲賺什麼?數位時代,151,42-47.
闕克儒 (民93)。網路匿名性、企業形象與關係品質對網路口碑影響之研究-以線上遊戲為例。國立中興大學企業管理學系研究所碩士論文,未出版,台中。
二、網路資料
MIC資訊市場情報中心(民94)。2005台灣網友線上娛樂行為初探,ITIS智網,取自:
http://www.itis.org.tw/rptDetailFree.screen?rptidno=16493C8BA1359A8B4825711600174F73
力世管顧(民89)。一同打造你我的虛擬世界-線上遊戲,取自:http://www.pwcm.com.tw/reports05_3.htm#01
國際數據資訊IDC (民95)。線上遊戲產業,取自:http://www.tisc.com.tw/new/newreport/industry/upload/industry20060512-2.pdf
智冠科技股份有限公司(民國97年1月23日)。《魔獸世界》創下新里程會員人數突破千萬,取自:
http://www.soft-world.com.tw/news/news_wow970123.htm
三、英文文獻
Aaker, D. A. (1991). Managing Brand Equity, The Free Press, New York, NY.
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(January), 27-41.
Aaker, D. A. (1996). Measuring Brand Equity Across Product And Markets. California Management Review, 38(3), 102-120.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13, 411-444.
Albrecht, K. (1994). Customer value. Executive Excellence, 11(9), 14-15.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103 (3), 411-423.
Anderson, J. C., Jain, D. C., & Chintagunta, P. K. (1993). Customer Value Assessment in Business Markets: A State-of-Practice Study. Journal of Business to Business Marketing, 1(1), 3-29.
Armstrong, G., & Kotler, P. (2000). Marketing:An Introduction, 5th ed., New Jersey:
Prentice Hall.
Arndt, J. (1967). The Role of Product-Related Conversation in the Diffusion of a New Product. Journal of Marketing Research, 4(August), 291-295.
Baldauf, A., Cravens, S. K., & Binder, G. (2003). Performance consequences of brand equity management: Evidence from organizations in the value chain. Journal of product& brand management, 12(4), 220-236.
Baron, R. M., & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Barnes, V. T. (2000). WebQual: A Exploration of Web Site Quality. Proceedings of the Eighth European Conference on Information Systems, 1, 298-305
Bentler, P. M. (1995). EQS structural equations program manual. Encino, CA: Multivariate Software.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137.
Bloch, P. H., Sherrell, D. L., & Ridgeway, N. M. (1986). Consumer search: An extended framework. Journal of Consumer Research, 13, 119-126.
Bone, P. F. (1995). Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments, Journal of Business Research, 32(3), 213-223.
Bovet, D., Martha, J. H., & Kramer, K. (2000). Value Nets:Breaking the Supply Chain to Unlock Hidden Profits, New York:John Wiley & Sons Inc.
Brown, M. W., & Cudeck, R. (1993). Alternatives ways of assessing model fit. In K. A.
Burns, M. J. (1993). Value in Exchange: The Consumer Perspective. Unpublished doctoral dissertation, The University of Tennessee, Tennessee.
Butz, H. E., & Goodstein, L. D. (1996). Measuring Customer Value: Gaining the Strategic Advantage. Organizational Dynamics, 24(3), 63-77.
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love .Market Lett, 17, 79-89.
Chen, Y. H. & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial Management & Data Systems, 107(1), 21-36.
Chiou, J. S., Droge, C., & Hanvanich, S. (2002). Does customer knowledge affect how loyalty is formed? Journal of Service Research, 5(2), 113-124.
Chu, C. W., & Lu, H. P. (2007). Factors influencing online music purchase intention in Taiwan An empirical study based on the value-intention framework. Internet Research, 17(2), 139-155.
Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40.
Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36 (2), 230-240.
Cronbach, L. J. (1951). Coefficient Alpha and the Internal Structure of Tests. Psychometrika,16(3), 297-334.
Cronin, J. J., Brady, M. K., & Hult, G. T. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Day, G. S. (1994). The Capabilities of Market-Driven Organizations. Journal of Marketing, 58, 37-52.
Dewitt, C. C. (1973). Marketing for a Full House. A Complete Guide to Profitable Hotel/Motel Operational Planning. New York: Cornell University School of Hotel Administration.
Dichter, E. (1966). How Word-of-Mouth Advertising Works. Harvard Business Review, 44(6), 147-166.
Ding, L., Velicer, W., & Harlow, L. (1995). Effect of estimation methods, number of indicators per factor and improper solutions on structural equation modeling fit indices. Structural Equation Modeling, 2, 119-143.
Dodds, W. B., &Monroe, K. B.(1985). The effect of brand and price information on subjective product evaluation. Advances in Consumer Research, 12, 85-90.
Dowling, G. R., & Uncles, M. (1997). Do Customers Loyalty Programs Really Work? , Slogan Management Review, 4(Summer), 71-82.
Duhan, D. F., Johnson, S. D., Wilcox J. B., & Harrell, G. D. (1997) . Influences on Consumer Use of word-of-mouth Recommendation Sources. Journal of the Academy of Marketing Science, 25(4), 283-295.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior. (7th ed.) . New York: The Dryden Press.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2001). Consumer Behavior. (9th ed.). New York: The Dryden Press.
Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of product & brand management, 15(2), 98-105.
Feenberg, A., & Bakardjieva, M. (2004). Virtual community: No ‘killer implication. New Media & Society, 6(1), 37-43.
File, K. M., Judd, B. B., & Prince, R. A. (1992). Interactive marketing: The influence of participation on positive work-of-mouth and referrals. The Journal of Services Marketing, 6(4), 5-14.
Folkes, V. S. (1988). Recent Attribution Research in Consumer Behavior: A Review and New Directions. Journal of Consumer Research, 14 (Mar), 548-565.
Francken, D. A. (1993). Pos purchase consumer evaluation, complaint actions and repurchase behavior. Journal of Economic Psychology, 4(3), 273-290.
Gale, B. T. (1994). Managing Customer Value: Vcreating Quality and Service That Customers Can See. New York: The Free Press.
Gelb, B. D., & Johnson, M. (1995). Word-of-mouth Communication: Causes and Consequences. Journal of Health Care Marketing, 15, 54-58.
Gelb, B. D., & Sundaram, S. (2002). Adapting to word of mouse. Business Horizon, 45(4), 21-25.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46-59.
Gremler, D. D., Gwinner, K. P., & Brown, S. W. (2001). Generating Positive Word of Mouth Communication through Customer-employee relationship. International Journal of Service Industry Management, 12(1), 44-59.
Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59, 449-456.
Ha, H. Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13(5), 329-342.
Han, H., & Back, K. J. (2007). Assessing Customers’s Emotional Experiences
Influenceing Their Satisfaction in the loding Industry. Journal of Travel & Tourism Marketing, 23(1), 43-58.
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Researchy, 4(1), 60-75.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
Henning-Thurau, T., Keven, P. G., & Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes-An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4 (3), 230-247.
Hennig- Thurau, T., Gwinner, K. P., Walsh, G., & Dwayne, D. (2004). Electronic Word-of-Mouth Via Consumer-Opinion Platforms:What Motivates Consumers to Articulate Themselves On the Internet. Journal of Interactive Marketing, 18, 38-52.
Herr, P. M., Frank, R. K., & John, K. (1991). Effects of Word-of-Mouth and Product Attribute Information on Persuasion: An Accessibility–Diagnosticity Perspective, Journal of Consumer Research, 17(4), 454-462.
Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., & Schlesinger, L. A.(1994). Putting the Service Profit Chain to Work, Harvard Business Review, 72(2), 164-174.
Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. New York: John Wiley and Sons Inc.
Howard, J. A. (1977). Consumer Behavior: Application of Theory. New York: McGraw-Hill.
Hoyer, W. D., & Brown, S. P. (1990). Effects of Brand Awareness on Choice for a Common Repeat- Purchase Product. Journal of Consumer Research, 17(2), 141-148.
Holbrook, M. B. (1996). Customer value - A framework for analysis and research, Advances in Consumer Research, 23(1), 138-142.
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structural Equation Modeling, 6(1), 1-55.
Huber, F., Herrmann, A., & Morgan, R. E. (2001). Gaining competitive advantage through customer value oriented management, The Journal of Consumer Marketing, 18(1), 41-53.
Jones, T. O., & Sasser, W. E. (1995). Why Satisfied Customers Defect. Harvard Business Review, 73, 88-89.
Kamins, M. A., & Marks, L. J. (1991). The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands. Journal of the Academy of Marketing Science, 19(3), 177-185.
Kapferer, J. N. (2004). Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. (3nd ed.). London: KoganPage.
Kau, A. K., & Loh, E. W. (2006). The effects of service recovery on consumer satisfaction: a comparison between complainants and non-complainants. Journal of Services Marketing, 20(2), 101-111.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (2003). Strategic Brand Management: Building. Measuring, and Managing Brand Equity. New Jersey: Prentice-Hall.
Kiel, G. C., & Layton, R. A. (1981). Dimensions of Consumer Information Seeking Behavior. Journal of Consumer Behavior, 8(5), 233-239.
Kline, R. B. (1998). Princeples and practice of structural equation modeling. New York: Guilford Press.
Kotler, P. (1997). Marketing Management. (9th ed.). Prentice Hall, Englewood Cliffs, NJ.
Kotler, P. (2000). Marketing Management. United States of America, Prentice-Hall Inc.
Kotler, P., Ang, S. H., Leong, S. M., & Tan, C. T. (1999). Marketing Management: An Asian Perspective, Prentice Hall, Singapore.
Laurent, G., Kapferer, J. N., & Roussel, F. (1995). The underlying structure of brand awareness scrores. Marketing Science, 14(3), 170-179.
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: a replication. Journal of Business Research, 48(1), 5-15.
Macdonald, E. K., & Sharp, B. M. (2003). Management perceptions of the importance of brand awareness as an indication of advertising effectiveness. Marketing Bulletin, 14(2), 1-15.
Maxham, J. G., & Netemeyer, R. G. (2002). Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent. Journal of Retailing, 78, 239-252.
McDonald, R. P., & Ho, M. R. (2002). Principles and practice in reporting structural equation analyses. Psychological Methods, 7, 64-82.
Morahan-Martin, J. (1998). Males, females, and the Internet, Psychology and the Internet: Intrapersonal, interpersonal and transpersonal implications, New York: Academic Press, 169-184.
Morwitz, V. G., & Schmittlein, D. (1992). Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders"Actually Buy? Journal of Marketing Research, 29(4), 391-405.
Naumann, E. (1995). Creating Customer Value: The Path to Sustainable Competitive Advantage. International Thomson Publishing, Cincinnati, OH.
Neal, W. D. (1999). Satisfaction is Nice, but Value Drives Loyalty, Marketing Reasearch, 11, 20-23.
Nedungadi, P. (1990). Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations. Journal of Consumer Research, 17 (December), 263-276.
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York, NY: McGraw-Hall, Inc.
Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. Hospitality Management, 18, 67-82.
Oh, H. (2000). Diners’ Perceptions of Quality, Value and Satisfaction. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 58-66.
Oh, H., & Parks, S. C. (1997). Customer Satisfaction and Service Quality: A Critical Review of the Literature and Research Implications for the Hospitality Industry. Hospitality Research Journal, 20 (3), 35-64.
Oliver, R. (1997). Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York, NY.
Oliva, T. A., Oliver, R. L., & MacMillian, L. C. (1992). Catastrophe model for developing service satisfaction strategies. Journal of Marketing, 56, 83-95.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), 168-174.
Park, C. W., Jaworski, B. J., & Maclnnis, D. M. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50, 135-145.
Petrick, J. F. (2004). The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’ Behavioral Intentions. Journal of Travel Research, 42, 397-407.
Prasad, K., & Dev, C. S. (2000). Managing hotel brand equity: A customer-centric framework for assessing performance. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 22-31.
Ranaweera, C., & Prabhu, J. (2003). On the Relative Importance of Customer Satisfaction and Trust as Determinants of Customer Retention and Positive Word-of-Mouth. Journal of Targeting, measurement and Analysis of Marketing, 12(1), 82-90.
Reichheld, F. F., & Sasser, W. E. (1990). Zero Defections: Quality Comes to Services, Harvard Business Review, 68(5), 105-111.
Reynolds, K. E., & Arnold, M. J. (2000). Customer Loyalty to the Salesperson and the Store: Examining Relationship Customers in an Upscale Retail Context. Journal of Personal Selling and Sales Management, 20(2), 89-98.
Richins, M. (1983). Negative word-of-mouth by dissatisfied consumers: a pilot study. Journal of Marketing 47(Winter), 68-78.
Rust, R. T., Zahorik, A. J., & Keiningham, T. L. (1995). Return on quality (ROQ): making service quality financially accountable. Journal of Marketing, 59(2), 58-70.
Ruyter, D., K., Wetales, M., Lemmink, J., & Mattsson, J. (1997). The Dynamics of the service Delivery Process: A Value-Based Approach. International Journal of Reasearch in marketing, 14(3), 231-243.
Schwab, D. P. (2005). Research Methods for Organizational Studies, (2nd ed.). Mahwah: NJ: Lawrence Erlbaum Associates.
Sharp, B. (1995). Brand equity and market-based assets of professional service firms. Journal of Professional Services Marketing, 13(1), 3-13.
Sheth, J. N., Newman, B., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
Silverman, S. N., Sprott, D. E., & Pascal, V. J. (1999). Relating consumer-based sources of brand equity to market outcomes. Advances in Consumer Research, 26(1), 352-358.
Sirohi, N., Mclaughlin, E. W., & Wittink, D. R. (1998). A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer, Journal of Retailing, 74(2), 223-245.
Slywotzky, A. J. (1996). Value Migration, Boston: Harvard Business School Press.
Soderlund, M., & Rosengren, S. (2007). Receiving word-of-mouth from the service customer: An emotion-based effectiveness assessment. Journal of Retailing and Consumer Services, 14, 123-136.
Sproull, L. S., & Kiesler, S. (1986). Response effect in the electronic survey. Public Opinion Quarterly, 50, 402-413.
Sundaram, D. S., Mitra, K., & Webster, C. (1998). Word-of-Mouth Communications: A Motivational Analysis. Advances in Consumer Research, 25(1), 527-531.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Tsiros, M., & Mittal, V. (2000). Regret: A Model of its Antecedents and Consequences in Consumer Decision Making. Journal of Consumer Research, 26, 401-407.
Tsoukatos, E., & Rand, G. K. (2006). Path analysis of perceived service quality, satisfaction and loyalty in Greek insurance. Managing Service Quality, 16(5), 501-519.
Udell, J. C. (1966). Pre- purchase Behavior of Buyers of Small Electrical Appliances. Journal of Marketing, 30(1), 50-52.
Westbrook, R. A., Newman, J. W., & Taylor, J. R. (1978). Satisfaction/ Disstisfaction in the Purchase Decision Process. Journal of Marketing, 42(October), 54-60.
Wirtz, J., & Mattila, A. S. (2004). Consumer responses to compensation, speed of recovery and apology after a service failure. International Journal of Service Industry Management, 15(2), 150-166.
Woodruff, R. B. (1997). Customer value: The next source for competitive Advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
Woodruff, R. B., Ernest, R. C., & Roger, J. L. (1993). Modeling Consumer Satisfaction Process Using Experience-Based Norms. Journal of Marketing Research, 20, 296-304.
Wyner, G. A. (1998). The many faces of customer value. Marketing Research, 10(1), 34-35.
Yasin, N. M., Noor, M. N., & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity? Journal of Product & Brand Management,16(1), 38-48.
Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(Spring), 195-211.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2013-07-02公開。
  • 同意授權瀏覽/列印電子全文服務,於2013-07-02起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信