零售商承諾量表的發展與驗證

Development and Validation of a Retailer Commitment Scale

雖然有關承諾的研究已累積了豐富的研究成果，不過承諾的組成成份，仍然沒有獲得研究者的共識。承諾是個複雜的構念，但是大部分的研究探討的承諾是屬於態度面的，較少的研究探討行為面的，即使在態度承諾的研究方面，仍然不成熟，因為所應包括的成份，各家論點並不一致。整理過去文獻對承諾所下的定義，本研究發現承諾應包含動機的成份，也包含意圖的成份，甚至於包含行為的成份。據此，本研究視承諾為繼續有價值的長期關係，由動機、意圖與行為的角度探討承諾的成份。本研究經由完整地探討零售商承諾的成份，進而編製出完整的零售商承諾量表。本研究對於零售商承諾量表的建構步驟，主要依據Churchill（1979）與Gerbing and Anderson（1988）所主張的行銷量表發展典範，此典範不僅簡單明確而且為學術研究者廣泛接受。研究方法包括質化與量化。在質化方面，深度訪談零售商，將結果進行內容分析，做為量表題目的來源之一，另外一部份題目取自過去的文獻。在量化方面，採用問卷調查法收集實證資料，統計分析的方法包括探索性因素分析、驗證性因素分析、信度分析。本研究的貢獻在於釐清零售商承諾的概念，統整過去分散的承諾分類，完整地指出承諾的多元成份以及成份之間的關係，建立承諾的模式，並建構出各種型態的零售商承諾量表，包括情感承諾、規範承諾、工具承諾、意圖承諾、行為承諾，供後續研究使用。

Although the researches regarding commitment have been accumulated abundant research results, regarding the components of commitment, researchers still do not have congruent viewpoints. Commitment is a complex construct, but what most researchers explored belongs to be attitudinal aspects and fewer studies explored behavioral aspects. Even for the studies of attitudinal commitment, those results are not mature, because what components of attitudinal commitment should be included also has no conclusions. After arranging past literature about the definitions of commitment, this study finds commitment should include the motive component, also include the intentioned component, and even include the behavioral component. Accordingly, this study recognizes commitment as continuing the valued long-term relationship and from the motive, intentioned, behavioral views, explores the components of commitment. Through comprehensively exploring the components of commitment, this study further constructs a more comprehensive retailer commitment scale. The constructing steps of retailer commitment scale are mainly based on the paradigm of marketing scale development which Churchill (1979) and Gerbing and Anderson (1988) advocated. This paradigm is not only simple but also clear and is widely accepted by researchers. Research methods include qualitative and quantitative analysis. In qualitative aspect, this study deeply interviews retailers and the results are used to make content analysis. The generations of scale items come partly from content analysis and partly from literature. In quantitative aspect, this study adopts the questionnaire survey to collect the empirical data. The methods of statistic analysis adopt exploratory factor analysis, confirmatory factor analysis, and reliability analysis. The major contributions of this study are to clear the concept of retailer commitment, to integrate diverse commitment classification in the past studies, to comprehensively indicate the multi-components of commitment and the relationships among components, to establish the model of commitment, and to construct retailer commitment scales of various types which can be provided to subsequent research uses, including affective commitment, normative commitment, instrumental commitment, intentioned commitment, and behavioral commitment.