AStudyonaProcessoftheRelationshipChangeinRelationalExchange

[[abstract]]本研究旨在探討目前關係行銷研究中最缺乏研究的一個部份－關係結束階段。基於文獻探討與深度集體訪談，本研究首先建立一個「關係變化處理模型」，包含四個部份：關係變化前因、問題察覺階段、問題評估階段、及問題處理階段。本研究接著以實證方式檢測此模型中的重要部份以驗證該模型的效度。實證部份的研究問題包括：（1）當關係產生變化時，在不同的歸因情境下買方（如消費者）會產生什麼情感反應和行為反應？（2）這些情感反應與行為反應之間有何關聯？以及（3）關係重要性在情感反應和行為反應之間是否扮演重要的干擾作用？ 實證部份以問卷方式成功訪問422位具有不愉快購物或消費經驗的消費者，發現：（1）當關係發生（負面）變化時，若消費者將其歸因為內部、可控制、及穩定因素時將產生負面情感反應。反之，若歸因為外部、不可控制、及不穩定因素時，將產生正面情感反應。（2）情感反應與行為反應（如關係持續、中斷、結束）之間具有顯著正向關聯。（3）但「關係重要性」的干擾作用僅在部份情況下才顯著呈現。以上結果大部份符合假設，也因此相當程度支持本研究所建議之「關係結束處理模型」的效度。[[abstract]]The purposes of the study is to explore the relatively neglected part of the current relationship marketing research－the relationship termination stage. On the basis of critical literature review and group focus interview, this study first established “ A Model of Relationship Change Handling,” including the following four parts: antecedents of relationship change, stage of problem recognition, stage of problem evaluation, and stage of problem handling. This study then employed an empirical survey to examine the validity of the model by testing several hypotheses associated with some major parts of the model. The empirical survey involved a sample of 422 consumers who had experienced at least one unfavorable relationship change. Results showed that: (1) When face with an unfavorable relationship change, if the consumer attributed its causes to be internal, controllable, and/or stable, then he/she would have negative affective responses. In contrast, if the causes were attributed to be external, uncontrollable, and/or unstable, then the consumer would have positive affective responses. (2) Behavioral responses (e.g., relationship continuity, suspense, and dissolution) were found to be significantly and positively related to affective responses. And (3) The moderating effect of “relationship importance” on the link between affective responses and behavioral responses was only partially supported. Most of these results are in accordance with our hypotheses and thus support our “Model of Relationship Change Handling.