顧客關係連結方式、消費者屬性以及顧客終身價值關聯性之探討──以網路書店為例

The Relationship among Customer Relationship Linkage, Customer Attributes and Customer Life Time Value: the Case of Internet Bookstore

由於市場競爭激烈，如何留住顧客是每個商家所關心的；因此，關係行銷也越形重要。本研究主要以實證分析的方式，探討對於網路書店不同的顧客關係結合方式，包括「財務性」、「社交性」與「結構性」，與顧客終身價值的關聯性，以及不同消費者屬性的區隔市場是否對此關聯性產生干擾的效果，試圖提出有效的顧客關係連結策略。研究範圍主要為國內的網路書店以及國外網路書店有在台灣登錄者，而研究對象限定為「曾經在網路書店購書者」，並採用傳統問卷與網路問卷並行發放的方式進行問卷訪談；最後傳統有效問卷為44份，網路問卷244份。研究發現，網路書店其與顧客關係的結合方式中，「財務性」方式雖然對顧客終身價值的承諾無顯著性的影響，但卻是網路購物最基本的結合方式，而「社交性」相對於「結構性」的結合方式對於顧客的終身價值影響較高。另外，網路書店的消費者可以區分為三群，分別是市場規模最大的「便利性與網頁設計並重群」，對於特定網站的終身價值承諾最高的「整體考量群」，以及「自我經驗與互動導向群」。對於「自我經驗與互動導向群」與「整體考量群」應予以「社交性」的關係結合方式，尤其是「自我經驗與互動導向群」。而針對「便利性與網頁設計並重群」則應予以投入在「結構性」的關係結合方式，以有效與顧客建立長期的關係以及較高的顧客終身價值。研究另外還發現，越高價值的顧客群，應該越予以著重在「社交性」的結合方式策略，而逐漸降低強調在「財務性」與「結構性」的結合方式。此外「網頁的設計」因素，在競爭激烈的環境之下，已逐漸成為決定消費者購買的重要因素之一。

As competition is getting more and more intensive these days, how to retain existing customers is becoming an important issue. Therefore, relationship marketing, which is focusing on up selling and cross selling, is becoming an important marketing paradigm. This research is trying to explore the relationship between three levels of customer relationship（financial, social and structural）and life-time value of customers, and using on-line bookstores as study objective. Moreover, we try to study if different market segments may response differently toward different relationship schemes. This study is restricted within the scope of on-line bookstores in Taiwan and foreign on-line bookstore located in Taiwan, and the people surveyed are those who have bought books through on-line bookstores. We found that, though ”financial relationship” does not significantly influence the customer life-time value, it is the basic requirement for on-line bookstores to survive. Social type of relationship has more influence on customer life-time value than structural one. Among the three types of on-line bookstores shoppers, ”cluster that concerns both convenience and website design ” is the major group, while the “all-concerned cluster” has the highest customer life-time value promise. The third cluster is “self experienced and interactive cluster”. The most effective relationship for both “all-concerned cluster” and “self experienced and interactive cluster” is social type of relationship, and the best one for the “all-concerned cluster” is the structural one. The other findings of this study are that, social type relationship will be valued more by those high-value customers than other types of relationships, and website design plays an important role in building customer relationship.