3C
A Study of Buying Factor in 3C Product Adoption
1
2
[email protected]
3C3C327314
KeywordsRelationship QualityRelationship BenefitSwitching
CostBrand Attitude.
1.
(Dwyer, Schurr, & Oh, 1987; Grnroos, 1991) (Morgan &
Hunt, 1994)Cribier et al. (2002)
Gwinner, Gremler, and Bitner (1998) ()(Gordon, 1998)(Berry,
Shostack, & Upah, 1983; Grnroos, 1990)
3CAjzen and Sexton (1999)
2.
2.1Relationship Quality
(Schmidt, Schumann, Volkert, & Ulrich, 1984)Gummesson
(1987)HennigThurau and Klee (1998)Keating, Rugimbana, and Quazi
(2003)Hennig-Thurau et al. (2002)
Morgan and Hunt (1994)()-Morgan and Hunt
(1994)supplierlateralbuyerinternal partnerships(key mediating
variable, KMV)
2.2Relationship Benefit
Bitner (1995)Reynolds and Beatty (1999)(relationship
benefit)(Gwinner et al., 1998)Berry et al. (1983)(Gwinner et al.,
1998; Reynolds & Beatty, 1999)
Hennig-Thurau et al. (2002)(Priluck, 2003)
2.3Switching Cost
Burnham, Frels, and Mahajan (2003)the onetime costsLee et al.
(2001)(Hu & Hwang, 2006)
Lam, Shankar, Erramilli, and Murthy (2004)(Jones, Mothersbaugh,
& Beatty, 2002)Ranaweera and Prabhu (2003) (Lam et al.,
2004)(Morgan & Hunt, 1994)Antn et al. (2007)(Anderson &
Weitz, 1992; Heide & Weiss, 1995; Porter, 1980)(Jones,
Mothersbaugh, & Beatty, 2000)
2.4Brand Attitude
(Arjun, 1999)Balabanis and Diamantopoulos (2011)Howard and Barry
(1994)(Arjun, 1999)
(Arjun, 1999)Wilkie (1990)Bennett and Rundle-Thiele (2002)Arjun
(1999)
3.
3.1
3C3C3C1
1
3.1
Crosby et al. (1990)(Bove & Johnson, 2000)HennigThurau and
Klee (1997)(Zeithaml et al., 1991)(Bolton, 1998)Bove and Johnson
(2000)(Doney & Cannon, 1997)Doyle and Roth (1992)
Berry (1995)Gwinner et al. (1998)(Chaudhuri & Holbrook,
2001)Hennig-Thurau et al. (2002)Gwinner et al. (1998)
(Garbarino & Johnson, 1999; Morgan & Hunt, 1994)
Wetzels, De Ruyter, and Van Birgelen (1998)Reynolds and Beatty
(1999)Hennig-Thurau et al. (2002) Magrath and Hardy (1989)Gwinner
et al. (1998)
H1
3.2
Bitner, Brown, and Meuter (2000)(Reichheld, 1993)Morgan and Hunt
(1994)Gremler and Brown (1996)Sheth and Parvatiyar
(1995)(Eliashberg & Robertson, 1988)Zeithaml et al. (1991)Bove
and Johnson (2000)
Jones et al. (2002) (Foster & Cadogan, 2000)(Crosby et al.,
1990; Dwyer et al., 1987; Kumar et al., 1995)(Johnson &
Grayson, 2005)
H2
3.3
Bitner (1995) (Nooteboom, Berger, & Noorderhaven,
1997)(Davids, 1999)Achrol and Kolter (1999)Neal (2000)Johnson,
Barksdale, and Boles (2001)
Wilkie(1994)Neal (2000)
H3
3.4
(Jones et al., 2000)(Fornell, 1992)(Lee et al., 2001)(Grnhaug
& Gilly, 1991; Heide and Weiss, 1995)Heide and Weiss
(1995)(Shy, 2002)(Fornell, 1992)
H4
4.
4.1
3C3273141396%
4.2
3151
1
3C
Crosby et al. (1990) ;
3C
3C
3C
3C
3C
3C
3C
3C
Gwinner et al. (1998)
3C
3C
3C
3C
3C
3C
3C
3C
Dick and Basu (1994) ;
3C
3C
3C
3C
3C3C
3C
3C
Fishbein and Ajzen (1980)
3C
3C
3C
3C
3C
5.
5.1
(Common method variance)Lindell and Whitney (2001)Harman
Podsakoff and Organ (1986)(general factor)(first principle
component)CMVCMV(32 )26132.487%
2Harman
(%)
(%)
1
10.40
32.49
32.49
2
2.85
8.91
41.40
3
2.24
6.99
48.38
4
1.52
4.74
53.12
5
1.35
4.22
57.35
6
1.04
3.24
60.59
5.2
Bartlett(Bartletts sphericity test)KMO(Kaiser-Meyer-Olkin
measure of sampling
adequacy)BartlettBartlettP0KMOKMOBartlettKMOBartlettChi-SquareKMOKMO0.80.73243
3
C10
.86
B2
.81
C11
.76
C13
.76
B3
.76
E26
.80
E28
.76
E25
.74
E24
.72
B5
.84
B8
.81
B7
.77
B6
.70
D22
.87
D23
.77
D21
.70
KMO= .910
Bartlett =4976.431 =0.00
5.3
Cronbach' Nunnally (1967) 0.350.350.700.70 4Cronbach'
0.7Cronbach's 4Cronbach's Amos(confirmatory factor analysis,
CFA)0.5(Fornell & Larcker, 1981)(Composite
reliablityCR)0.6(Bagozzi, 1980)
4
Cronbach's
5
.84
4
.78
4
.82
3
.81
5.3.1
Fornell and Larcker (1981)0.5(CR)0.7(AVE)0.554
5
(AVE)
CR
2. 3C
.71
.72
.79
3. 3C
.71
10.3C
.78
11. 3C
.78
13. 3C
.62
5.3C
.80
.73
.65
6. 3C
.70
7.
.69
8. 3C
.72
24. 3C
.67
.70
.71
25. 3C
.80
26.
.73
28.
.57
21. 3C
.74
.77
.79
22. 3C
.83
23. 3C
.74
5.3.2
Fornell and Larcker (1981)(AVE)6AVE
6
.70
.34
.77
.43
.46
.73
.43
.65
.41
.72
AVE
5.4AMOS
AMOS(Analysis of Moment Structure)(Structural Equation Modeling,
SEM)SEMSEM
(Maximum Likelihood Estimation, MLE)SEMSEM(MLE)(Multivariate
normality)100150(Ding, Velicer, & Harlow, 1995)MLE400500314
5.4.1
SEM(Modification Indesx, MI) Hair (2006)2 2/df(Bagozzi & Yi,
1988)3(Chin & Todd, 1995)Jreskog and Srbom
(1993)2=1.72RMSEA0.050.03~0.08CFI=0.97TLI0.960~1(Path
analysis)7
7
P
.630
***
H1
-.524
***
H2
.269
***
H3
-.044
.387
H4
2
0.9
.97
TLI (Tucker Lewis Index)
0~1
.96
***P
