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1、鎖住效應(yīng).品牌權(quán)益.傳銷關(guān)係促進(jìn)活動(dòng)與顧客忠誠度關(guān)係研究之??以多層次傳銷產(chǎn)業(yè)為例*Lock-inEffect,BrandEquity,RelationshipEnhancingActivitiesandtheirRelationshipswithCustomerLoyaltyinMLMIndustry余朝權(quán)Chao-chuanYu東吳大學(xué)企管系臺(tái)北市中正區(qū)濟(jì)南路1段2?2號(hào)14樓李銘尉Ming-wayLi臺(tái)北大學(xué)企管系臺(tái)北市文山區(qū)木柵路3段66巷8?1號(hào)Tel:(02)23883378E-mail:0491yu@ftc.g
2、ov.twTel:0911-978654E?mail:vincent@tcpa.edu.tw摘要多層次傳銷事業(yè)在臺(tái)灣近年來穩(wěn)定地成長(zhǎng),其速度比一般商業(yè)為快。參與傳銷事業(yè)的人數(shù)也不斷攀升,事業(yè)總體的營(yíng)業(yè)額也愈來愈高,其主要影響因素中,鎖住效應(yīng)應(yīng)是主要原因之一。然而,在過去均極少有文獻(xiàn)探討之,因此值得進(jìn)一步探究。本研究首先以個(gè)案廠商訪談方式,釐清多層次傳銷事業(yè)之鎖住效應(yīng),並檢視品牌權(quán)益及傳銷促進(jìn)方案等相關(guān)影響因素,再以抽樣調(diào)查198位及多層次傳銷事業(yè)之直銷商。LISREL實(shí)證分析結(jié)果顯示,鎖住效應(yīng)確實(shí)對(duì)顧客忠誠度有顯著影響,其本
3、身則受到品牌權(quán)益及傳銷促進(jìn)方案之影響。此外,品牌權(quán)益及傳銷促進(jìn)方式又透過鎖住效應(yīng)對(duì)顧客忠誠度有間接影響。由於多層次傳銷事業(yè)及其商品有別於其他行銷通路,故本研究對(duì)晚近仍被忽略之鎖住效應(yīng)之影響有進(jìn)一步之釐清,在理論與實(shí)務(wù)上均有所裨益,且能做為政府在執(zhí)行或修訂「多層次傳銷管理辦法」之參考。關(guān)鍵字:鎖住效應(yīng)、品牌權(quán)益.關(guān)係促進(jìn)活動(dòng)、顧客忠誠度、多層次傳銷產(chǎn)業(yè)"本論文為國(guó)科會(huì)研究計(jì)畫(NSC95?2416?H?031?006)之一部分,特此致謝。ABSTRACTMulti-LevelMarketing(MLM)businessgrow
4、sstablyandfasterthangeneralcommerceinrecentyears?Bothtotalsalesandparticipantsreachthehighestpeakofhistoricalrecords.OneofthemainreasonsmightbetheLock-ineffect(mechanism),whichisseldomexploredinmarketingliteratureanddeservestobestudied.Thisresearchusesin-depthinter
5、viewingwith5topmanagersofmajorMLMfirmstoclarifytheconceptofLock-ineffectindifferentMLMfirms.WcthenreviewtherelationshipsbetweenLock-ineffectandbothbrandequityandpromotionprogram?Customerloyaltyisusedasthecriterionvariable?Thestudyuses186directsellersobtainedfromsam
6、plingsurveyasresearchsample.LISRELtechniqueisusedtoanalyzedata.TheresultshowsthatLock-ineffectishighlyrelatedtocustomerloyalty.Lock-ineffectissignificantlyinfluencedbybothbrandequityandrelationshipenhancingactivities.Bothbrandequityandrelationshipenhancingactivitie
7、shaveindirecteffectsoncustomerloyaltythroughLock-ineffect.HencethisresearchvarifiestheimportantroleofLock-ineffectthatmightcontributealottobothacademicandpracticalfields.Besides,governmentcouldrefertotheresearchresultstoimplyormodifyrulesrelatedtoMLMindustry.KeyWor
8、ds:Lock-inEffect,BrandEquity,RelationshipEnhancingActivities,CustomerLoyalty,MLMIndustry鎖住效應(yīng).品牌權(quán)益.傳銷關(guān)係促進(jìn)活動(dòng)與顧客忠誠度關(guān)係研究之??以多層次傳銷產(chǎn)業(yè)為例t壹、前言行銷通路通常意指將產(chǎn)品