| Summary: | 碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 101 === This study takes lativ as a case example to investigate the effect of brand misconduct to marketing relationship (consumer satisfaction, brand commitment, e-service quality, and consumer advocacy intention) for the online purchasing behavior. The author uses 2 (Before or after brand misconduct) × 2 (With tremendous advertisement or not) experimental sceneries to verify the hypotheses and uses the statistic methods of regression equation, ANOVA, MANOVA and SEM to analysis 674 valid samples.
Findings：(1) E-service quality was found to be significantly and positively related to consumer’s satisfaction which represents consumer’s satisfaction is affected by e-service quality. (2) Consumer’s satisfaction and e-service quality were found to be significantly and positively related to brand commitment that these two variables can evoked higher brand commitments. (3) Consumer’s advocacy intention has different effect from brand commitments. In this study, affective commitment causes higher advocacy intention than continuance commitment. (4) Brand misconduct diminished the relationship between customer and brand; meanwhile brand misconduct affected the consequence of brand commitments and consumer’s advocacy intention. Affective commitment has a great impact on consumer’s advocacy intention than continuance commitment before brand misconduct, on the contrary, continuance commitment has an influenced on consumer’s advocacy intention than affective commitment after brand misconduct. (5) Though tremendous advertisement can’t significantly affect consumer’s advocacy intention, it can still impacted on consumer satisfaction. Furthermore, this study found there’s an interaction effect between brand misconduct and advertisement in advocacy intention after the analysis, which represents advertisement has influence on advocacy intention when brand misconduct.
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