口碑對銷消費者轉換行為之影響｜國立臺灣科技大學博碩士論文系統

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研究生：	張美智 Khemjira Apiraknukornchai (Mei-zhi Zhang)
論文名稱：	口碑對銷消費者轉換行為之影響 The effect of Positive Word of Mouth on consumer Switching Behavior: a Double Research Study in Thailand and Taiwan Hair Salon Service
指導教授：	林孟彥 Tom M. Y. Lin
口試委員:	欒斌 Luarn, Pin 蔡瑤昇 Tsai, Y. S.
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理系 Department of Business Administration
論文出版年：	2006
畢業學年度：	94
語文別：	英文
論文頁數：	65
中文關鍵詞：	口碑
外文關鍵詞：	word of mouth
相關次數：	點閱：229 下載：4
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上一筆

學者在探討消費者行為方面之研究已達數十年，例如消費者購買決策、購買意圖等。消費者轉換行為也是近年來常被探討的課題之一。消費者的轉換行為不但會損害公司的盈利，並且會使得顧客忠誠度降低。此外，口碑資訊在決策過程上扮演重要的角色，並且有許多企業將其運用在行銷策略上。
根據相關文獻指出，來源專業性、可靠性、關係程度等構面是消費者決策製訂時的重要考量因素，因此，本研究主要在探討美容行業中，來源的專業性、可靠性和關係程度是否為影響消費者轉換行為之重要因素，並進一步了解專業性、可靠性及關係程度等因素對泰國和台灣的消費者之影響是否有差異。
本研究的研究目的主要是希望能提供美髮業者相關參考依據，使其了解專業性、可靠性及關係程度對消費者轉換行為的影響，以便管理其口碑及轉換成本，並且提供相關建議，使其了解該如何與消費者互動，並做為管理經營上之參考。
關鍵詞：口碑、消費者轉換行為、來源專業性、可靠性、關係程度、轉換成本

The research about consumer behaviors has been studied for decades, like consumer purchase decision, buying intention, etc. Switching behavior is also one of the topics that have been chosen in recent years, it is not only damage the company profit but also decrease the loyalty of customer. Word of mouth (WOM) has been chosen to use as one of the strategies in influencing customer purchasing decision. The source credibility and interpersonal relationship between communicator and receiver have been determined in many researches.
In this research, the author has built on the previous research within the service switching area including sender expertise, trustworthiness, tie strength and receiver’s expertise as the independent variables which influence on consumer switching behavior with the determinants of switching cost as a moderator in hair salon industry. In which this research used altogether 450 questionnaires as the medium to process for the respondents in Thailand and Taiwan.
The result show that there are the relationship between WOM sender and switching behavior, while the switching cost moderates differently for Thailand and Taiwan respondents. The author really hope that this research would help hair salon industries or managers learn to fight with competitors who attract the customer through WOM, by using Switching cost to raise customer retention, hope to provide more understanding of switching cost and WOM to develop the customer retention program. By the result, this model may adapt to help marketers as a warning to increase customer loyalty and help the switcher less likely to switch away in the future. The implication and future research are discussed.

Key word: Word of Mouth (WOM), Switching Behavior, Switching Cost, Expertise, Tie strength

TABLE OF CONTENT
摘要	I
Abstract	II
บทคัดย่อ	III
Table of content	IV
Figure index	VI
Table index	VII
Table index	VII
Chapter I Introduction	1
1.1 Research Background and Motives	1
1.2 Research Objective	3
1.3 Research Procedure	4
Chapter II Literature Review	5
2.1 Word of Mouth and service context	5
2.2 Hair Salon	6
2.3 Switching Behavior	7
2.4 The Influence of Positive Word of Mouth on Switching Behavior	8
2.5 Non-Interpersonal Influence	9
•	Word of Mouth Sender	9
•	Sender’s Expertise and Trustworthiness	10
•	Receiver’s expertise (prior knowledge)	11
2.6 Interpersonal Influence	13
•		Tie strength	13
2.7 Switching Costs (Moderator effect)	14
Chapter III Research Methodology	17
3.1 Conceptual Framework	17
3.2 Research Hypothesis	18
3.3 Scale & Measurement	19
3.4 Research Design	24
•	Questionnaire design	24
•	Sampling design	24
•	Research Pretest result	25
3.5 Data Analyses Design	27
Chapter IV Data Analysis and results	28
4.1 Demographic data	28
4.2 Background Data	31
4.3 Reliability and Validity analysis	33
4.5 Regression Analysis	37
•	Main effect result	37
•	Moderator Analysis Result	39
•	Hypothesis Result	42
Chapter V Conclusion and Discussion	43
5.1 Empirical relationship Conclusion	43
5.2 Moderator affect conclusion	45
5.3 Possible Reason Support Conclusion Result	46
5.4 Managerial Implication	48
5.5 Research Contribution	49
5.6 Limitation	50
5.7 Future Research Direction	51
Reference	53
Appendix	58
Appendix 1: Formal Questionnaire (Thailand)	58
Appendix 2: Formal Questionnaire (Taiwan)	62

                                

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