關係行銷對消費者態度與行為意向的影響－－網路產品類型的干擾效果

The Impact of Relationship Marketing on Consumer Attitude and Behavior Intention ─ The Moderating Effects of Internet Product Types

當網路商家之間的差異性不大時，網路環境就像是完全競爭市場，消費者可在幾乎沒有任何轉換成本的情況下輕易的轉換至其它賣家。因此，了解關係行銷的結合方式對於消費者態度與未來行為意向的影響，進而保留顧客對於網路商家是相當重要的。本研究發現，對於搜尋型產品而言，因消費者較容易取得產品資訊並進行多方比價，所以像是寄發折價卷等給予折扣的財務性關係連結方式，在維繫消費者態度的功效上其實有限。而社交性關係連結在增進消費者態度上，對於三種產品（搜尋型、經驗型及信任型）而言皆是必備條件，故無產品別上的差異。因在購買前後都無法完整的評價信任型產品，所以提供顧客專業化的知識和與產品資訊，有助於降低顧客的購買風險，故結構性關係連結對信任型產品的影響較大。另外，顧客的消費者態度越正向，越能夠影響消費者未來的行為意向。

When there are only minor differences between online vendors, the Internet environment becomes a perfect competition market in which consumers can easily convert to other online vendors at almost no switching cost. Therefore, it is very important for online vendors to understand how the bonding strategies of the relationship marketing affect consumer attitudes and the future behavior intention in order to retain customers. This study discovered that for search-type products, as the consumers have easier access to product information and price comparisons, the effect of the financial bond, like distributing discount coupons, is limited in maintaining consumer attitudes. The social bond is a prerequisite to enhance consumer attitudes for all three types (search, experience, and credence) of products, representing that it exerts no influence in the product types. For credence-type products, as consumers are unable to fully evaluate the products before and after the purchase, providing customers with specialized knowledge and product information helps reduce the purchase risks, therefore the structural bond has a greater impact on credence-type products. In addition, the more positive the consumer attitudes, the greater the impact on the future behaviour intention of consumers.