關係品質與顧客購買行為：決策不確定性的干擾及中介雙重角色

Relationship Quality and Customer Purchase Behavior: Decision-making Uncertainty as Dual Roles of the Moderator and Mediator

許多的研究已指出滿意度與信任是顧客購買行為的決定性因素，然而，滿意度、信任、顧客購買行為間的關係卻不如預期中的單純。本研究首先檢驗決策不確定性對於滿意度、信任、顧客購買行為間的干擾效果，再檢驗決策不確定性對於信任與顧客購買行為的中介效果，亦即透過決策不確定性的平擾及中介模式，從中了解有關兩種模式如何同時運作。結果顯示所有的假設皆獲得支持，最後以討論，管理意涵及未來研究方向作為總結。

Numerous studies have shown satisfaction and trust are the crucial antecedents of loyalty. However, the relationships between satisfaction, trust and customer purchase behaviors are not as simple as expected. Thus, this study aims to examine the moderating effect of decision-making uncertainty between satisfaction, trust and customer purchase behaviors. Meanwhile, the authors also examine mediating effect of decision-making uncertainty on the relationship between trust and customer purchase behaviors. The purpose of this research is to simultaneously investigate decision-making uncertainty in terms of both a mediator and a moderator, thus providing empirical evidence concerning how the mediator and moderator work together to affect customer purchase behaviors. This study finds support for all hypothesized relationships with customer purchase behaviors. The authors conclude with a discussion of their findings, managerial implications and directions for future research.