Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/21853
標題: The Corresponding Relationships between Customer Knowledge Styles and Mechanisms for Innomediation: Toward a Relationship Marketing Perspective
從關係行銷觀點探討顧客知識類型與創新媒介機制之對應關係
作者: Chuang, Ming-Chung
莊明中
關鍵字: 顧客知識
customer knowledge
關係行銷
創新管理
relationship marketing
innovation management
出版社: 電子商務研究所
摘要: This study addressed three customer knowledge styles and three mechanisms for innomediation, and particularly illustrated the corresponding relationship between both sides. This study deemed different customer knowledge styles should tie in with different mechanisms for innomediation. If customer knowledge styles and mechanisms for innomediation match up correctly, and then customer oriented innovation performance will be better. Furthermore, the impacts of RM-related moderators (trust and involvement) on the relationships between customer knowledge styles & mechanisms for innomediation match up correctly and customer oriented innovation performance had been discussed. Based on exact and careful survey design and sampling procedure, 323 respondents were acquired from the users of three USA websites. The empirical findings according to data analyses are as follows: (1) The implications revealed three distinct customer knowledge styles should tie in with different mechanisms for innomediation, that is, ideational customer knowledge should tie in with customer network operator, creative customer knowledge should tie in with customer community operator and wise customer knowledge should tie in with innovation marketplace operator. (2) If ideational customer knowledge tied in with customer network operator, all of customer oriented innovation performances (i.e. personalization, variety and quick response) will be better. If creative customer knowledge tied in with customer community operator and wise customer knowledge tied in with innovation marketplace operator will get better personalization and quick response. (3) Trust and involvement have positively moderate effects on quick response, and strong positive effects on all of customer oriented innovation performances (i.e. personalization, variety and quick response).
This study addressed three customer knowledge styles and three mechanisms for innomediation, and particularly illustrated the corresponding relationship between both sides. This study deemed different customer knowledge styles should tie in with different mechanisms for innomediation. If customer knowledge styles and mechanisms for innomediation match up correctly, and then customer oriented innovation performance will be better. Furthermore, the impacts of RM-related moderators (trust and involvement) on the relationships between customer knowledge styles & mechanisms for innomediation match up correctly and customer oriented innovation performance had been discussed. Based on exact and careful survey design and sampling procedure, 323 respondents were acquired from the users of three USA websites. The empirical findings according to data analyses are as follows: (1) The implications revealed three distinct customer knowledge styles should tie in with different mechanisms for innomediation, that is, ideational customer knowledge should tie in with customer network operator, creative customer knowledge should tie in with customer community operator and wise customer knowledge should tie in with innovation marketplace operator. (2) If ideational customer knowledge tied in with customer network operator, all of customer oriented innovation performances (i.e. personalization, variety and quick response) will be better. If creative customer knowledge tied in with customer community operator and wise customer knowledge tied in with innovation marketplace operator will get better personalization and quick response. (3) Trust and involvement have positively moderate effects on quick response, and strong positive effects on all of customer oriented innovation performances (i.e. personalization, variety and quick response).
URI: http://hdl.handle.net/11455/21853
Appears in Collections:科技管理研究所

文件中的檔案:

取得全文請前往華藝線上圖書館



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.