Explore the Effect of Relationship Marketing Tactics to e-WOM Effect: Relationship Marketing as Mediator

• Main Authors: Bing-Zhao Hong, 洪炳照
• Other Authors: 蔡瑤昇
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/yry2zv

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 98 === In the past many studies to investigate the relationship marketing tactics and relationship quality, relationship quality and word of mouth what will affect each other and their causal relationship. This study compiled based on past research, the relationship marketing tactics, relationship quality and electronic word of mouth when variable for research, the main analysis of relationship marketing tactics and the impact of electronic word of mouth to join the relationship quality as mediator variables, and relationship marketing tactics in accordance with past scholars were divided into categories: direct mail, tangible rewards and preferential treatment, to analyze whether the electronic word of mouth (positive word of mouth, negative word of mouth and volume of word of mouth) and relationship quality (commitment, trust and satisfaction) have a significant impact on the role of relationship quality for the network connecting it with a significant effects, finally test to determine the use of mediator variables of relationship quality in the foregoing whether the two variables mediating effect. The experimental design of this study, through experimental design to the extent of relationship marketing tactics into high, medium and low three levels, and by way of a questionnaire survey to measure network relationship quality reputation and a total recovery of 210 valid questionnaires, the results show Shopping Network of different degrees of relationship marketing tactics for the number of positive word of mouth and word of mouth, and the dimensions of relationship quality have a significant impact, and relationship quality reputation in the Internet the number of positive word of mouth and word of mouth also has a significant impact, while intermediate effects were detected during found that the dimensions of relationship quality in the relationship marketing tactics and the number of positive word of mouth and word of mouth between the mediating effect. This indicated that consumers perceived different degrees of relationship marketing tactics generated by the number of positive word of mouth and word of mouth, and the shopping network will be the relationship between the impact showed a significant positive effect, researchers also point out the last few limitations of this study and recommendations for follow-up research and development.