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| 研究生： |
杜秋香 DO THI, THU HUONG |
|---|---|
| 論文名稱： |
品牌轉換－交易成本之應用 A Study of Brand Switching Intention--Transaction Cost Theory Application |
| 指導教授： |
張愛華
Chang, Ai Hwa |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 企業管理學系 Department of Business Administration |
| 論文出版年： | 2002 |
| 畢業學年度： | 90 |
| 語文別： | 英文 |
| 論文頁數： | 124 |
| 相關次數： | 點閱：91 下載：6 |
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Company's existence bases on the customers it owns. The benefit that the customers bring about is the key factor that firm lasts and grows. Study of brand switching helps us understand the forces that lead consumers to stay with or switch to an other brand. Factors that affect brand switching intention found in the study are three types of costs derived from transaction cost theory. They are information searching cost, moral hazard cost, and asset specificity cost.
Respondents were Taipei residents who were over the age of 18. The sample of 283 respondents in Taipei were took part in this study
The Liniear Structure Relationship (LISREL) is used to conduct data analysis.
The research results are as following.
1.Brand substitutability significantly affects brand switching intention positively. The more competitive offerings the higher brand switching intentions consumers have.
2.Brand variety seeking significantly affects brand switching intention positively. The more variety seeking motivation the higher brand switching intentions consumers have.
3.Brand substitutability is affected negatively by external information searching cost because additional time and efforts needed to access enough information for the transaction decision will reduce new brand trial desire.
4.Brand substitutability is affected negatively by moral hazard opportunism because increased perceived risks toward the transaction may harm consumers' willingness to try new brand.
5.Brand variety seeking is affected negatively by external information searching costs because additional time and efforts needed to access enough information for the transaction decision may reduce the variety motivation.
6.Brand variety seeking is affected negatively by asset specificity because lose of previous physical or nonphysical investment made by consumers and sellers in order to manage the transaction efficiently will restrain variety seeking motivation.
7.Consumer satisfaction does not affect brand switching intention directly but indirectly by brand loyalty.
8.Customer loyalty is affected by both customer satisfaction and asset specificity.
The research results were supplemental to brand switching theory and can be applied to practical marketing and hairstylist service to holdup current customer and attract new customer strategy.
ABTRACT
CONTENTS-----I
LIST OF TABLE-----III
LIST OF FIGURES-----V
CHAPTER 1 PROBLEM SETTING-----1
Introduction-----1
Market Competition and Brand Switching-----1
CHAPTER 2 A REVIEW OF THE LITERATURE-----6
2.1 Brand Switching Literature-----6
2.1.1 Brand and Brand Switching Definition-----6
2.1.2 Type of Brand Switching-----7
2.1.3 Brand Substitutability and Variety Seeking-----10
2.1.4 Summary-----26
2.2 Transaction Cost Theory-----27
2.2.1 Introduction-----27
2.2.2 Transaction and Transaction Cost-----29
2.2.3 Transaction Cost Theory-----30
2.2.4 Summary-----39
2.3 Customer Loyalty-----40
2.4 Customer Satisfaction-----42
CHAPTER 3 RESEARCH METHOD-----43
3.1 The Model and Hypotheses-----43
3.1.1 The Model-----43
3.1.2 Component of the Model-----44
3.2 The Hypothesis-----47
3.3 Concept ional Definition of Variables-----56
3.4 Empirical Research on Hairstylist Service Industry-----62
3.4.1 Measurement Scale-----62
3.4.2 Pretest-----66
3.4.3 Sampling and Data Collection-----67
CHAPTER 4 DATA ANALYSIS AND COLLECTION-----69
4.1 Sample Structure and Data Analysis-----69
4.2 Reliability and Construct Validity-----72
4.3 Data Analysis Results-----74
4.4 Multiple Regression Analysis-----84
4.5 Explanation of LISREL and Multiple Regression-----90
CHAPTER 5 DISCUSSION AND APPLICATIONS-----100
PREFERENCE-----109
APPENDIX-----111
LIST OF TABLES
Number and Name of Table
Table 3-1 External Information Searching Cost-----56
Table 3-2 Brand Variety Seeking-----59
Table 3-3 Consumer Satisfaction-----59
Table 3-4 Consumer Loyalty-----60
Table 3-5 Brand Switching Scale-----61
Table 3-6 The External Information Searching Cost Scale-----62
Table 3-7 Moral Hazard Cost Scale-----63
Table 3-8 Asset Specificity Cost Scale-----64
Table 3-9 Substitutability. Scale-----64
Table 3-10 Variety Seeking Scale-----65
Table 3-11 Customer Satisfaction Scale-----65
Table 3-12 Brand Loyalty Measurement-----66
Table 3-13 Brand Switching Scale-----66
Table 4-1 Descriptive Statistic of Demographic Data-----69
Table 4-2 Descriptive statistics of Usage Data-----70
Table 4-3 Reliability Analysis Results-----72
Table 4-4 Research Hypotheses-----75
Table 4-5 Covariance Matrix-----76
Table 4-6 LISREL Analysis Result-----78
Table 4-7 Non-hypothesis LISREL Analysis Result-----79
Table 4-8 Total and Indirect Effects of Transaction Cost and Customer Satisfaction on Brand Substitutability, Brand Variety Seeking, Brand Switching Intention, and Brand Loyalty.-----82
Table 4-9 Total and Indirect Effects of Brand Substitutability, Brand Variety Seeking, Brand Switching Intention, and Brand Loyalty on Brand Substitutability, Brand Variety Seeking, Brand Switching Intention, and Brand Loyalty.-----83
Table 4-10 Comparison Between Total Effects and Indirect Effects of Transaction Costs on Brand Switching Intention-----83
Table 4-11 Significant Effects of Information Searching Variables on Brand Substitutability-----85
Table 4-12 Significant Effects of Information Searching Variables on Brand Variety Seeking-----86
Table 4-13 Significant Effects of Moral Hazard Variables on Brand Substitutability-----87
Table 4-14 Significant Effects of Asset Specificity Variables on Brand Substitutability-----88
Table 4-15 Significant Effects of Brand Substitutability Variables on Brand Switching Intention-----89
Table 4-16 Significant Effects of Brand Variety Seeking Variables on Brand Switching Intention-----90
Table 4-17 Non-hypothesized LISREL Analysis Results-----95
LIST OF FIGURES
Number and Name of Figure
Figure 2-1 Relationship Between Brand Substitutability and Brand Switching-----11
Figure 2-2 Relationship Between Brand Substitutability, Brand Variety Seeking and Brand Switching-----17
Figure 2-3 A Taxonomy of Varied Behavior-----22
Figure 2-4 Ideal Point of Point of Satiation-----25
Figure 2-5 The Organizational Failure Framework-----34
Figure 2-6 Study Model-----43
Figure 3-2 Logic of Information Searching Cost to Brand Substitutability-----50
Figure 4-1 Proposed LISREL Structure-----74
Figure 4-2 LISREL Analysis Results-----77
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