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The Effects of Household Characteristics And Decision-Making Patterns on Customer Relationship Response: Involvement as The Mediate Variable
|關鍵字:||家庭特徵;Household Characteristics;家庭消費決策類型;涉入;顧客關係反應;關係行銷;Decision-Making Patterns;Involvement;Customer Relationship Response;Relationship Marketing||出版社:||高階經理人碩士在職專班||摘要:||
As the economy ability increases, the working style shift into two days off a week, the expenditure on various products for consumers should not satisfied for themselves only. Nowadays, they started to consider the expenditure can benefit both themselves and also their family or relatives. According to the point above, the quantity of living becomes the one of the most consuming focus obviously. As the quantity of living increases, many products become prevalent, and we can clear see that the automobile van becomes the favorable car is also an excellent example. In another words, the ideology of consuming already put focus on whole family instead only one person. The research is fairly deficient of family consumes; we only got some field researches, and we believe that's not enough obviously. As the deficient above, we can not establish the related theory on academia, and as so we can not provide any consideration or points to industries when they are work on selling family products.
In the past few years, the main ideas how we can build up the firmest way between consumers and industries are basically on relation selling and skilled technology. Afterwards, there is less research as the family consuming as focus. Nowadays, the key to the successful is focus on different types of family and probe into their life style and attitudes. This research paper is basically aimed on family consuming, we study and analysis the differentiation of the buying decisions from different family life styles. And then, we will find out the relationships between these different results. We believe that this paper can contribute to some of the efficient part of the research.
Survey is the way this paper use to make the study experiment. Paper chose the most famous kitchen apparatuses brand “S” products to do the survey questions for people who brought the products from brand “S”. The target we aimed for answering these surveys were these married couples who brought the brand “S” kitchen products. The number of total answered surveys are four hundred and twenty-four, retrieved back one hundred and seventeen surveys; there are six surveys are non-avail in these one hundred and seventeen surveys. There are total one hundred and eleven surveys are avail, the percentage of avail survey retrieve is 26.18%. Then, this paper applies to the different of ways to analyzing the data of survey we got for example by using factors analyze. After this experiment we got five conclusions as the following:
1.Family with the same decision, the higher involvement on products purchasing.
2.When the higher involvement on products purchasing happened, they are more welling to establish to the industries that they had been serviced.
3.When the higher possibility on products purchasing happened, family got the higher satisfactions after purchasing.
4.“Involvement” is part of the partial mediation on family consuming and family relation response.
5.According the family characteristics we make some distinguish, it is non- related to both level of involvement or family relation response.
In conclusion, this research is study among the structures and data analysis and investigate out the conclusions; these conclusion will give advice to management, academia and industries fairly, and also contribute to the further research in the future.
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