服務主導邏輯與消費者行為意圖：中介歷程與調節效果之探討

Abstract

服務主導邏輯的行銷機制旨在以服務為主導的新興行銷模式，並在行銷領域被廣泛的討論與應用。環顧過往，相關服務主導邏輯探討，仍處於在有限的理論與正在發展實證研究的領域，儘管市場行銷研究豐碩，卻鮮少著墨於服務主導邏輯模式中，以消費者視角來檢視行銷機制的成效。因此，本研究依循現有研究之成果，欲進一步探究服務主導邏輯模式可產生正面成效之原因，以及檢驗服務主導邏輯模式應用於運動市場之成效。基此，本研究目的包括：檢驗中文版本服務主導邏輯量表之因素結構與題項合宜性，以利後續研究檢驗其理論 (研究一)；以社會認同理論之觀點，探討在運動市場情境中服務主導邏輯對消費者行為意圖之關係，並檢驗感知服務價值此一主觀的知覺消費傾向之中介歷程與調節效果 (研究二)。研究一結果支持了服務主導邏輯量表的信度與效度，且具多群組的不變性測量與良好的效標關聯效度。研究二的結果顯示，服務主導邏輯會透過感知服務價值的中介效果而影響消費行為意圖 (模型一)。除此之外，驗證調節效果的結果顯示，感知服務價值對服務主導邏輯與消費行為意圖間沒有調節效果 (模型二)。整體而言，透過本研究結果反映社會認同理論之主張，證實感知服務價值在服務主導邏輯行銷機制的一個重要中介歷程，並且釐清感知服務價值本身具備主觀性認知並非是固定不變的，而是可以透過行銷機制的途徑加以改變。同時，本研究依據兩個子研究的重要結果進行討論，進而提出學術理論與實務管理意涵之建議，期望對服務主導邏輯模式之理論發展與實務應用具實質貢獻。The marketing mechanism of service-dominant logic aims to predict the emerging service-led marketing model and has been widely discussed as well as applied to the field of marketing. Looking around the past, the exploration of related service-dominant logic remains in the field of limited theory along with empirical research under development. Although there is a rich body of research on market research, little attention has been paid to the model of service-dominant logic from the perspective of examining the effectiveness of the marketing mechanism. Hence, this study follows the results of existing research to further explore the reasons why the model of service-dominant logic can generate positive results, and to test its effectiveness in the sports market. Based on this, the purposes of this study includes: examining the factor structure and item suitability of the Chinese version of the service-dominant logic scale to facilitate subsequent research to test its theory (Study 1); and, exploring the relationship between service-dominant logic and consumer behavior intention in the sports market scenario and examining the mediated process and moderator effect of perceived subjective consumer propensity to perceive service value from the perspective of social identity theory (Study 2). The first research results support the reliability and validity of the service-dominant logic scale along with invariance measures and good correlation validity of multiple groups. The results of research 2 show that service-dominant logic affects consumer behavior intentions through the mediating effect of perceived service value (Model 1). In addition, the results of verifying the moderated effect show that there was no moderated effect of perceived service value between service-dominant logic and consumer behavior intentions (Model 2). On the whole, the results of this research reflect the claims of the social identity theory, confirming that perceived service value is an important mediated process in the marketing mechanism of service-dominant logic, and that it is clear that the perceived service value itself is subjective but not fixed, and can be changed through the marketing mechanism approach. The important results of the two sub-researches are discussed, and suggestions are put forward regarding implications for academic theory and practical management. It is expected to make substantial contributions to the theoretical development and practical application of the model of service-dominant logic.