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首页> 外文会议>IIAI International Congress on Advanced Applied Informatics >Does the Firms Mimetic Motives Affect the Customers Self-Determination Motivation?: A Cross-Level Integrative Perspective
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Does the Firms Mimetic Motives Affect the Customers Self-Determination Motivation?: A Cross-Level Integrative Perspective

机译：企业的模仿动机会影响客户的自我决定动机吗：跨层次的整合视角

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Firms under pressure are motivated to mimic, such an imitation, whether it can affect customers self-identification process, and thus enhance customer loyalty, it has rarely been explored. Based on the concept of mimetic motives and Self-Determination Theory, the moderation effect of insurance companies mimetic motives to customers SDT can be investigated. Data are obtained from 289 customers and 30 team managers of an insurance company in Taiwan. A two-level hierarchical linear modeling (HLM) is adopted to examine the relationships between team managers and customers, appropriately adjusted for a nested structure. The empirical results of this study indicate that the moderation effect of mimetic motives on SDT to loyalty is significant and positive, suggesting that institutional processes are also an important factor in consumers behavior. This study has provided insights into marketing practices that self-determined motivation dominates the mediating mechanism between satisfaction and loyalty.
机译：处于压力之下的企业往往会模仿，这种模仿是否会影响客户的自我识别过程，从而提高客户忠诚度，这一点很少被探讨。基于模仿动机的概念和自决理论，可以研究保险公司模仿动机对客户SDT的调节作用。数据来自台湾一家保险公司的289位客户和30位团队经理。采用两级分层线性建模（HLM）来检查团队管理者和客户之间的关系，并针对嵌套结构进行适当调整。这项研究的实证结果表明，模仿动机对SDT忠诚度的调节作用是显着且积极的，表明制度过程也是消费者行为的重要因素。这项研究提供了对营销实践的见解，其中自我决定的动机主导着满意度和忠诚度之间的中介机制。

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