關(guān)系營銷外文翻譯--研究微博中承諾和信用對消費者行為傾向的影響（英文）

1、292 International Journal of Electronic Business Management, Vol. 8, No. 4, pp.292-303 (2010) EFFECT OF COMMITMENT AND TRUST TOWARDS MICRO-BLOGS ON CONSUMER BEHAVIORAL INTENTION: A RELATIONSHIP MARKETING PERSPECTIVE C

2、hien-Lung Hsu1*, Chia-Chang Liu2 and Yuan-Duen Lee3 1Perfect Elite Co., LTD. Port Louis (00230), Mauritius 2Golden Asset Management Consultant LTD. Taipei (104), Taiwan 3Graduate School of Business and Operations Ma

3、nagement Chang Jung Christian University Tainan (711), Taiwan ABSTRACT The purpose of this study is to explore consumers’ views on enterprises conducting relationship marketing through micro-blogging. The basis of thi

4、s study is the base on commitment-trust theory with the influences of consumers’ satisfaction with the micro-blog page of enterprises, corporate images, commitment, trust, and sense of community on consumers’ behavior

5、al intention. The result of this study can be used as principles for enterprises to manage their relationship marketing through micro-blogging and construct their micro-blog page. The result of this study shows that co

6、nsumers’ satisfaction has positive influences on commitment, trust, sense of community, and behavioral intentions. The influences of corporate images on commitment and trust are supported, but the influences on behavi

7、oral intentions must go through the mediators, commitment and trust. The influences of trust on commitment and sense of community exist, but the influences on behavioral intentions must go through the mediators, commit

8、ment and sense of community. Lastly, the influences of commitment and sense of community on behavioral intentions exist. Keywords: Micro-blog, Relationship Marketing, Satisfaction, Corporation Image, Commitment, Trust

9、, Sense of Community, Behavioral Intention. 1. INTRODUCTION * While facing the current business environment in the new economy age, many enterprises have transformed into customer-oriented enterprises in a short time.

10、 To improve competitiveness, enterprises must understand their customers, know what their customers want, and satisfy their customers’ needs through customized services. With the environment change brought by the age

11、 of technology, enterprises have built their relationships with customers through information systems. With data of customers’ online surfing histories, enterprises can offer them more product information and obtain

12、their responses in real time. This way, cost of customer services can be reduced, customer relationship can be secured, more connections with customers can be made, and communication can be personalized. Base on Gro

13、nroos’ [12] research, he believed that relationship marketing means enterprises develop, * Corresponding author: alanhsu8399@gmail.com maintain, and improve their relationship with customers in order to reach their goa

14、ls. More and more enterprises develop related attractive power by building their images to retain and draw new customers. Therefore, a company’s professionalism and the building of its image is important for the com

15、pany. Whether a company can provide services or products to meet customers’ demands influences customers’ trust and loyalty to the company. According to the Web 2.0 fever, mass media have covered stories of many nove

16、l and interesting websites, drawing more public attention to the Internet. These issues are no longer issues for only heavy users of the internet. The internet has developed rapidly. Recent micro blogging service pr

17、oviders such as Facebook, Twitter, and Plurk are hot topics for news and have accumulated a large amount of users. According to the latest report by Nielsen, which is a market research company, during the period of F

18、ebruary, 2008 through February, 2009, Twitter is one of the social websites with fastest growth (from 475,000 US users to 17,600,000 US 294 International Journal of Electronic Business Management, Vol. 8, No. 4 (2010)

19、 the concept of blogging which is sharing thoughts and opinions, inviting discussion and telling people about your life. It allows whom we choose to follow, and who follows us. While on the contrary to conventional

20、blogs’ unlimited entry length, micro-blog messages are usually posted by mobile phone text messages and are therefore currently restricted to only 140 characters per message which is short, sharp and to the point.

21、 The most significant feature of micro-blogging is, besides limitation in number of words, the concept of fans and friends. To become someone’s fan or follower, approval from him is not required. Therefore, the acce

22、ptance of messages is voluntary. On the other hand, to become someone’s friend, approval from him is required. After approval, besides being able to receive messages from him, your messages will also be delivered to

23、him. In simple words, a fan relationship means messages can only be delivered one way. On the contrary, a friend relationship means messages can be delivered in two ways. They can be sent, and they can be received.

24、According to the characters of micro-blog, The research thinks that this concept has brought enterprise micro-blog marketing an effect of making their images not annoying, because those who receive messages from them

25、 receive messages “voluntarily”. They are enterprises’ friends or fans. The symbolization here is that internet users are willing to receive your messages. Once they find themselves disliking the messages, they

26、 can break off the relationship with you or give up their identity as fans. Or, if they find the messages interesting and useful, the marketing will become very effective. Further, you will have plenty of space to de

27、velop your relationship with these fans and friends to make them feel “satisfied” and continuously receive messages from enterprises. 2.2 Relationship Marketing The concept of “relationship marketing” was formed in

28、early 60s. It originated with “industrial marketing” in the industry in Northern Europe. At that time there weren’t many transactions in the organizational markets of industry and commerce. And both sellers and buyer

29、s know enough about the products. Therefore, their focus was usually not on the products but the interactions between them. Thus, most sellers and buyers would sign contracts to maintain their long-term relationships

30、 so that they could depend on each other and survive together [13]. The term “relationship marketing” was first proposed in 1983 by Berry [5], who believed that relationship marketing is to attract customers, retain

31、 them, and develop various services. He also believed that attracting new customers is just a part of the marketing process. However, in the marketing process, more emphasis should be placed on enhancing customer re

32、lationship, transforming different kinds of customers into loyal customers, and making customers feel like they are home when visiting stores. Morgan and Hunt [17] believed that two key factors of successful market

33、ing are relationship commitment and trust. Therefore, they proposed a commitment-trust theory and created a Key Mediating Variable (KMV) model. Thus, relationship commitment and trust are considered as mediating

34、 variables, which are between 5 prior conditions (including relationship termination costs, relationship benefits, shared value, communication, and opportunistic behavior) and the results caused by relationship

35、commitment and trust (acquiescence, propensity to leave, cooperation. functional conflict, and decision-making uncertainty). This model emphasizes that commitment and trust directly lead to cooperation behaviors w

36、hich are beneficial to the success of relationship marketing. Most of the researches related to relationship marketing in the recent 20 years have supported the theory that trust is the mediating variable and from th

37、e psychological aspect of affections trust can be considered as the affiliation motivation of relationship maintenance. And most of researches have considered commitment as an index or outcome variable of relationshi

38、p maintenance. Trust originated from the researches by psychologists of the influences of this concept on interpersonal relationship. Usually, it means the degree of one person’s confidence in another person or the

39、 relationship between them [15]. And the concept, trust, had become an important issue in the field of marketing research a long time ago. Wilson [27] pointed out that, in many relationship models, trust has been con

40、sidered as a basic concept, and usually the key to successful relationship. In the research by Morgan and Hunt [15], trust is defined as the confidence index of being willing to depend on a trading partner. It also m

41、eans customers’ motivation to hold positive expectation toward enterprises when facing risks or being in disadvantage. In addition, Sonja [23] believed that, in the cyberspace, trust plays a role of spreading out and

42、 receiving e-businesses. And in the cyberspace, trust is a key factor of success, because trust can reduce uncertainty and complexity of transactions and relationship. Relative to trust, commitment is considered as

43、a key to build a successful and friendly “l(fā)ong-term” relationship and develop relational transactions. According to Morgan and Hunt [17], commitment is defined as trading partners believing in the importance of their