跳到主要內容

臺灣博碩士論文加值系統

(216.73.216.110) 您好!臺灣時間:2025/09/27 16:58
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:劉芷芸
研究生(外文):Chih-Yun Liu
論文名稱:探討顧客面對全通路下發生的資安危機及公司的補償 方式會有什麼反應
論文名稱(外文):How customers react to the response from the company after a data breach event in Omni-Channel retailing
指導教授:謝依靜謝依靜引用關係
指導教授(外文):Yi-Ching Hsieh
學位類別:碩士
校院名稱:國立中央大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:47
中文關鍵詞:資料洩漏全通路零售業補償策略信任修補資料洩漏後的顧客反應
外文關鍵詞:Data breachomni-channel retailingcompensation strategytrust repairpostbreach behavior
相關次數:
  • 被引用被引用:0
  • 點閱點閱:224
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
根據之前服務失敗相關研究,本研究的假說制定將探討在全通路零售業的環境下發
生重大數據洩漏後,相關的服務補償策略會對於客戶的反應造成什麼影響。除此之
外,本文也將討論在數據洩漏事件中,顧客與公司的緊密關係將會在服務補償中造成
何種影響,因為之前有學者發現,當客戶與公司的緊密程度不同,在面對收到不同補
償策略時會導致不同的客戶反應。本文的資料是由8 個實驗情境收集而來: 2 (關係品
質:強v.s.弱) x 4 (補償策略: 保持沉默 v.s. 道歉 v.s. 財務補償 v.s. 安全監控
補償)。本研究最後指出,當一個很嚴重的資料洩漏事件發生在全通路的環境中,服務
補償策略相對於保持緘默是非常重要的信任補救措施,而針對不同關係品值的顧客會
有相對應效果較顯著的補救策略。對於資安事件層出不窮及全通路快速發展的時代,
本研究對於零售商具有實用的參考價值。
Based on previous service failures research, we develop hypotheses regarding the effect of
compensation on customer outcomes following a significant data breach and consequent
service recovery effort in the omni-channel retailing context. In addition, we discuss the
impact of the high and low relation quality of customers moderating in data breach event
because that prior studies had found that the degree of customers’ relation quality of the
company might affect customers’ post-breach reaction when they receive different
compensations. Data were gathered by an experimental design with 8 scenarios: 2 (relation
quality: high v.s. low) x 4 (recovery plan: reticence v.s. apology v.s. financial compensation
v.s. security monitoring). Our findings are valuable for retailers to implement when a
significant data breach happens in the omni-channel retailing.
The study concludes that when a very serious data breach event occurs in a well-integrated
omni-channel environment, the compensation strategy is a very important trust remedy
relative to reticence strategy. Customers with different relationship quality will have a relative
significant compensation strategy. This research has practical reference value for retailers in
the era of endless stream of data breach and rapid development of omni-channel retailing.
中文摘要 ..................................................................................................................................... i
Abstract ....................................................................................................................................... ii
Table of Contents ....................................................................................................................... iii
List of Tables ............................................................................................................................. iv
List of Figures ........................................................................................................................... iv
1. Introduction ........................................................................................................................ 1
2. Theoretical Issues and Hypotheses ..................................................................................... 4
2.1 Data breach in omni-channel retailing.................................................................... 4
2.2 Post-breach recovery and trust repair ..................................................................... 9
2.3 The relation quality and trust repair ..................................................................... 12
2.4 Customers’ post-breach behaviors ....................................................................... 14
2.4.1 Anti-brand (revenge) ................................................................................ 14
2.4.2 Retention ................................................................................................... 15
3. Methodology ..................................................................................................................... 16
3.1 Measurement development ................................................................................... 17
3.2 Hypotheses testing ................................................................................................ 19
3.3 Mediator Testing .................................................................................................. 23
4. General Discussion ........................................................................................................... 25
4.1 Theoretical Implications ....................................................................................... 28
4.2 Managerial Implications ........................................................................................... 28
5. Limitations and Future Research Avenues ....................................................................... 29
Reference .................................................................................................................................. 30
Appendix 1. Stimuli for the scenario-based experiment ......................................................... 36
Appendix 2. Measurement constructs ...................................................................................... 37
Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.
Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer
Research, 31(1), 87-101.
Ailawadi, K. L., & Farris, P. W. (2017). Managing Multi- and Omni-Channel Distribution: Metrics and Research
Directions. Journal of Retailing, 93(1), 120-135.
Alarcon, G. M., Lyons, J. B., Christensen, J. C., Bowers, M. A., Klosterman, S. L., & Capiola, A. (2018). The role of
propensity to trust and the five factor model across the trust process. Journal of Research in Personality, 75,
69-82.
Ba, S. L., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price
premiums and buyer behavior. Mis Quarterly, 26(3), 243-268.
Bansal, G., & Zahedi, F. M. (2015). Trust violation and repair: The information privacy perspective. Decision Support
Systems, 71, 62-77.
Bechwati, N. N., & Morrin, M. (2003). Outraged consumers: Getting even at the expense of getting a good deal.
Journal of Consumer Psychology, 13(4), 440-453.
Bell, D. R., Gallino, S., & Moreno, A. (2014). How to Win in an Omnichannel World. MIT SLOAN MANAGEMENT
REVIEW, 56(1), 45-53.
Bendapudi, N., & Berry, L. L. (1997). Customers' motivations for maintaining relationships with service providers.
Journal of Retailing, 73(1), 15-37.
Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/In-Store
Integration and Customer Retention. Journal of Service Research, 7(4), 313-327.
Bolton, R. N. (1998). A dynamic model of the duration of the customer's relationship with a continuous service
provider: The role of satisfaction. Marketing Science, 17(1), 45-65.
Bonifield, C., & Cole, C. (2007). Affective responses to service failure: Anger, regret, and retaliatory versus
conciliatory responses. Marketing Letters, 18(1-2), 85-99.
Broniarczyk, S. M., & Griffin, J. G. (2014). Decision difficulty in the age of consumer empowerment. Journal of
Consumer Psychology, 24(4), 608-625.
Bunker, M. P., & Ball, D. (2008). Causes and consequences of grudge-holding in service relationships. Journal of
Services Marketing, 22(1), 37-47.
Cavusoglu, H., Mishra, B., & Raghunathan, S. (2004). The Effect of Internet Security Breach Announcements on
Market Value: Capital Market Reactions for Breached Firms and Internet Security Developers. International
Journal of Electronic Commerce, 9(1), 70-104.
Chakraborty, R., Lee, J., Bagchi-Sen, S., Upadhyaya, S., & Raghav Rao, H. (2016). Online shopping intention in the
context of data breach in online retail stores: An examination of older and younger adults. Decision Support
Systems, 83, 47-56.
Chebat, J. C., & Slusarczyk, W. (2005). How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study. Journal of Business Research, 58(5), 664-673.
Cheng, L., Liu, F., & Yao, D. F. (2017). Enterprise data breach: causes, challenges, prevention, and future directions.
Wiley Interdisciplinary Reviews-Data Mining and Knowledge Discovery, 7(5).
Choi, B. C. F., Kim, S. S., & Jiang, Z. (2016). Influence of Firm’s Recovery Endeavors upon Privacy Breach on Online
Customer Behavior. Journal of Management Information Systems, 33(3), 904-933.
Christensen, C. M., & Raynor, M. E. (2003). The Innovator's Solution: Creating and Sustaining Successful Growth.
Boston: Harvard Business School Press.
Chumpitaz Caceres, R., & Paparoidamis, N. G. (2007). Service quality, relationship satisfaction, trust, commitment and
business-to-business loyalty. European Journal of Marketing, 41(7/8), 836-867.
Coombs, W. T., & Holladay, S. J. (1996). Communication and attributions in a crisis: An experimental study in crisis
communication. Journal of public relations research, 8(4), 279-295.
Coombs, W. T., & Holladay, S. J. (2002). Helping Crisis Managers Protect Reputational Assets: Initial Tests of the
Situational Crisis Communication Theory. Management Communication Quarterly, 16(2), 165-186.
Dawes, J. (2009). The effect of service price increases on customer retention: the moderating role of customer tenure
and relationship breadth. Journal of Service Research, 11(3), 232-245.
Edell, J. A. (2017). Consumers’ Responses to Service Failures and Recoveries. Paper presented at the Serviceology for
Services, Cham.
Gelbrich, K., Gäthke, J., & Grégoire, Y. (2016). How a firm's best versus normal customers react to compensation after
a service failure. Journal of Business Research, 69(10), 4331- 4339.
Goel, S., & Shawky, H. A. (2009). Estimating the market impact of security breach announcements on firm values.
Information & Management, 46(7), 404-410. doi:10.1016/j.im.2009.06.005
Goode, S., Hoehle, H., Venkatesh, V., & Brown, S. A. (2017). User Compensation as a Data Breach Recovery Action:
An Investigation of the Sony Playstation Network Breach. Mis Quarterly, 41(3), 703.
Grégoire, Y., & Fisher, R. J. (2006). The effects of relationship quality on customer retaliation. Marketing Letters,
17(1), 31-46.
Grégoire, Y., & Fisher, R. J. (2008). Customer betrayal and retaliation: when your best customers become your worst
enemies. Journal of the Academy of Marketing Science, 36(2), 247-261.
Grégoire, Y., Tripp, T. M., & Legoux, R. (2009). When Customer Love Turns into Lasting Hate: The Effects of
Relationship Strength and Time on Customer Revenge and Avoidance. Journal of Marketing, 73(6), 18-32.
Hachman, M. (2011). PlayStation Hack to Cost Sony $171M; Quake Costs Far Higher. PC Magazine.
Harris, K. E., Grewal, D., Mohr, L. A., & Bernhardt, K. L. (2006). Consumer responses to service recovery strategies:
The moderating role of online versus offline environment. Journal of Business Research, 59(4), 425-431.
Harrison-Walker, L. J. (2019). The critical role of customer forgiveness in successful service recovery. Journal of
Business Research, 95, 376-391.
Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based
approach. Guilford Publications.
Hess, R. L., Ganesan, S., & Klein, N. M. (2003). Service failure and recovery: The impact of relationship factors on
customer satisfaction. Journal of the Academy of Marketing Science, 31(2), 127-145.
IBM. (2015). Cost of Data Breach Study: Global Analysis. Retrieved from
https://nhlearningsolutions.com/Portals/0/Documents/2015-Cost-of-Data-Breach-Study.PDF
IBM. (2018). Global Cost of a Data Breach Report: Global Overview. Retrieved from
https://securityintelligence.com/series/ponemon-institute-cost-of-a-data-breach-2018/
Janakiraman, R., Lim, J. H., & Rishika, R. (2018). The Effect of a Data Breach Announcement on Customer Behavior:
Evidence from a Multichannel Retailer. Journal of Marketing, 82(2), 85 -105.
Janofsky, A. (2017). Equifax Breach Could Cost Billions. Retrieved from https://www.wsj.com/articles/equifax-breachcould-
cost-billions-1505474692
Jiang, K., Xu, L., & Bao, X. (2015). The impact of channel integration on channel reciprocity in the multi-channel
retailing context. Paper presented at the 2015 IEEE International Conference on Industrial Engineering and
Engineering Management (IEEM).
Johnson, A. R., Matear, M., & Thomson, M. (2011). A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of
Consumer Anti-Brand Actions. Journal of Consumer Research, 38(1), 108-125.
Johnson, M. E. (2014). Information Risk of Inadvertent Disclosure: An Analysis of File-Sharing Risk in the Financial
Supply Chain. Journal of Management Information Systems, 25(2), 97-124.
Juaneda-Ayensa, E., Mosquera, A., & Sierra Murillo, Y. (2016). Omnichannel Customer Behavior: Key Drivers of
Technology Acceptance and Use and Their Effects on Purchase Intention. Front Psychol, 7, 1117.
Kholekile L. Gwebu, Jing Wang, & Wang, L. (2018). The Role of Corporate Reputation and Crisis Response Strategies
in Data Breach Management. Journal of Management Information Systems, 35(2), 683-714.
Kim, T., Kim, W. G., & Kim, H.-B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-ofmouth,
and revisit intention in upscale hotels. Tourism Management, 30(1), 51-62.
Kude, T., Hoehle, H., Sykes, T. A., Hoehle, H., Kude, T., & Sykes, T. A. (2017). Big data breaches and customer
compensation strategies: Personality traits and social influence as antecedents of perceived compensation.
International Journal of Operations & Production Management, 37(1), 56-74.
Li, Y., Liu, H., Lim, E. T. K., Goh, J. M., Yang, F., & Lee, M. K. O. (2018). Customer's reaction to cross-channel
integration in omnichannel retailing: The mediating roles of retailer uncertainty, identity attractiveness, and
switching costs. Decision Support Systems, 109, 50 - 60.
Liao, Q., Luo, X., & Gurung, A. (2009). Rebuilding Post-Violation Trust in B2C Electronic Commerce. Journal of
Organizational and End User Computing, 21(1), 60-74.
Lii, Y. S., Chien, C. S., Pant, A., & Lee, M. (2013). The challenges of long‐distance relationships: the effects of
psychological distance between service provider and consumer on the efforts to recover from service failure.
Journal of Applied Social Psychology, 43(6), 1121-1135.
Lim, K. H., Sia, C. L., Lee, M. K., & Benbasat, I. (2006). Do I trust you online, and if so, will I buy? An empirical
study of two trust-building strategies. Journal of Management Information Systems, 23(2), 233-266.
Lin, H., & Zhou, X. (2012, 20-22 Sept. 2012). Consumer trust repair in B2C: An integration framework. Paper
presented at the 2012 International Conference on Management Science & Engineering 19th Annual
Conference Proceedings.
Malhotra, A., & Kubowicz Malhotra, C. (2010). Evaluating Customer Information Breaches as Service Failures: An
Event Study Approach. Journal of Service Research, 14(1), 44-59.
Malhotra, N. K., Schaller, T. K., & Patil, A. (2016). Common Method Variance in Advertising Research: When to Be
Concerned and How to Control for It. Journal of Advertising, 46(1), 193-212.
Martin, B., Strong, C., & O’Connor, P. (2018). How psychologically entitled shoppers respond to service recovery
apologies. European Journal of Marketing, 52(9/10), 2173-2190.
Martin, K. D., Borah, A., & Palmatier, R. W. (2018). Data Privacy: Effects on Customer and Firm Performance.
Journal of Marketing, 81(1), 36-58.
Mattila, A. S. (2001). The impact of relationship type on customer loyalty in a context of service failures. Journal of
Service Research, 4(2), 91-101.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of
management review, 20(3), 709-734.
McColl-Kennedy, J. R., & Sparks, B. A. (2003). Application of fairness theory to service failures and service recovery.
Journal of Service Research, 5(3), 251-266.
Melis, K., Campo, K., Breugelmans, E., & Lamey, L. (2015). The Impact of the Multi-channel Retail Mix on Online
Store Choice: Does Online Experience Matter? Journal of Retailing, 91(2), 272-288.
Miller, J. C., & Angelis, J. N. (2018). An Empirical Investigation of the Effects of Individuality on Responses to Data
Theft Crimes. Paper presented at the 2018 IEEE Technology and Engineering Management Conference
(TEMSCON).
Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006).
Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2), 95-
112.
Nunnally, J. C., Bernstein, I. H., & Berge, J. M. T. (1967). Psychometric theory. New York: McGraw-hill., 226.
Oh, L.-B., Teo, H.-H., & Sambamurthy, V. (2012). The effects of retail channel integration through the use of
information technologies on firm performance. Journal of Operations Management, 30(5), 368-381.
Parker, C. J., & Wang, H. (2016). Examining hedonic and utilitarian motivations for m-commerce fashion retail app
engagement. Journal of Fashion Marketing and Management: An International Journal, 20(4), 487-506.
Patterson, P. G., Cowley, E., & Prasongsukarn, K. (2006). Service failure recovery: The moderating impact of
individual-level cultural value orientation on perceptions of justice. International Journal of Research in
Marketing, 23(3), 263-277.
Pee, L. G., Jiang, J., & Klein, G. (2018). Signaling effect of website usability on repurchase intention. International
Journal of Information Management, 39, 228-241.
Posey Garrison, C., & Ncube, M. (2011). A longitudinal analysis of data breaches. Information Management &
Computer Security, 19(4), 216-230.
Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail network operations and
marketing to enhance customer satisfaction. International Journal of Operations & Production Management,
37(1), 105-123.
Rapske, D. L., Boon, S. D., Alibhai, A. M., & Kheong, M. J. (2010). Not forgiven, not forgotten: An investigation of
unforgiven interpersonal offenses. Journal of social clinical psychology, 29(10), 1100-1130.
Ringberg, T., Odekerken-Schröder, G., & Christensen, G. L. (2007). A cultural models approach to service recovery.
Journal of Marketing, 71(3), 194-214.
Roberts, K., Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services: an empirical
study. European Journal of Marketing, 37(1/2), 169-196.
Rodríguez-Torrico, P., San José Cabezudo, R., & San-Martín, S. (2017). Tell me what they are like and I will tell you
where they buy. An analysis of omnichannel consumer behavior. Computers in Human Behavior, 68, 465-471.
Rosenmayer, A., McQuilken, L., Robertson, N., & Ogden, S. (2018). Omni-channel service failures and recoveries:
refined typologies using Facebook complaints. Journal of Services Marketing, 32(3), 269-285.
Schmitt, M., Gollwitzer, M., Forster, N., & Montada, L. (2004). Effects of objective and subjective account components
on forgiving. The Journal of social psychology, 144(5), 465-485.
Schoorman, F. D., Mayer, R. C., & Davis, J. H. (2007). An Integrative Model of Organizational Trust: Past, Present,
and Future. Academy of management review, 32(2), 344-354.
Schramm-Klein, H., Wagner, G., Steinmann, S., & Morschett, D. (2011). Cross-channel integration – is it valued by
customers? The International Review of Retail, Distribution and Consumer Research, 21(5), 501-511.
Sen, R., & Borle, S. (2015). Estimating the Contextual Risk of Data Breach: An Empirical Approach. Journal of
Management Information Systems, 32(2), 314-341.
Sengupta, S., Ray, D., Trendel, O., & Vaerenbergh, Y. V. (2018). The Effects of Apologies for Service Failures in the
Global Online Retail. International Journal of Electronic Commerce, 22(3), 419-445.
Sharifi, S. S., & Aghazadeh, H. (2016). Discount reference moderates customers' reactions to discount frames after
online service failure. Journal of Business Research, 69(10), 4074-4080.
Sherr, I., & Wingfield, N. (2011). Play by Play: Sony's Struggles on Breach. Retrieved from
https://www.wsj.com/articles/SB10001424052748704810504576307322759299038
Solomon, M. (2014). 4 Steps From Customer Anger To Customer Loyalty: The Expert Customer Service Recovery
Method. Retrieved from https://www.forbes.com/sites/micahsolomon/2014/07/16/customer-servicerecovery/#
a9f993345fc6
Sorescu, A., Frambach, R. T., Singh, J., Rangaswamy, A., & Bridges, C. (2011). Innovations in Retail Business Models.
Journal of Retailing, 87, S3-S16.
Stojkovic, D., Lovreta, S., & Bogetic, Z. (2016). Multichannel strategy - the dominant approach in modern retailing.
Economic Annals, 61(209), 105-127.
Telang, R., & Wattal, S. (2007). An Empirical Analysis of the Impact of Software Vulnerability Announcements on
Firm Stock Price. IEEE Transactions on Software Engineering, 33(8), 544-557.
Tomaszewski, J. (2006). Are You Sure You Had a Privacy Incident? IEEE Security and Privacy Magazine, 4(6), 64-66.
Tomlinson, E. C., & Mryer, R. C. (2009). The Role Of Causal Attribution Dimensions In Trust Repair. Academy of
management review, 34(1), 85-104.
Tyler, T. R., & Kramer, R. M. (1996). Trust in Organizations: Frontiers of Theory and Research. In. Thousand Oaks:
SAGE Publications, Inc. Retrieved from http://sk.sagepub.com/books/trust-in-organizations.
Vázquez-Casielles, R., Iglesias, V., & Varela-Neira, C. (2012). Service recovery, satisfaction and behaviour intentions:
analysis of compensation and social comparison communication strategies. The Service Industries Journal,
32(1), 83-103.
Vogel, J., & Paul, M. (2015). One firm, one product, two prices: Channel-based price differentiation and customer
retention. Journal of Retailing and Consumer Services, 27, 126-139.
Wang, J., & Wang, L. (2018). The Role of Corporate Reputation and Crisis Response Strategies in Data Breach
Management AU - Gwebu, Kholekile L. Journal of Management Information Systems, 35(2), 683-714.
Wang, Y. S., Wu, S. C., Lin, H. H., & Wang, Y. Y. (2011). The relationship of service failure severity, service recovery
justice and perceived switching costs with customer loyalty in the context of e-tailing. International Journal of
Information Management, 31(4), 350-359.
Ward, J. C., & Ostrom, A. L. (2006). Complaining to the masses: The role of protest framing in customer-created
complaint web sites. Journal of Consumer Research, 33(2), 220-230.
Worsfold, K., Worsfold, J., & Bradley, G. (2007). Interactive Effects of Proactive and Reactive Service Recovery
Strategies: The Case of Rapport and Compensation. Journal of Applied Social Psychology, 37(11), 2496-2517.
Wulf, K. D., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in consumer relationships: a cross-country
and cross-industry exploration. Journal of Marketing, 65(4), 33-50.
Xie, Y., & Peng, S. (2009). How to repair customer trust after negative publicity: The roles of competence, integrity,
benevolence, and forgiveness. Psychology and Marketing, 26(7), 572-589.
Zhang, J., Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J., & Weitz, B. A. (2010). Crafting Integrated
Multichannel Retailing Strategies. Journal of Interactive Marketing, 24(2), 168-180.
Zhang, M., Ren, C., Wang, G. A., & He, Z. (2018). The impact of channel integration on consumer responses in omnichannel
retailing: The mediating effect of consumer empowerment. Electronic Commerce Research and
Applications, 28, 181-193.
Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation
Analysis. Journal of Consumer Research, 37(2), 197-206.
Zhou, Y., Huang, M., SL Tsang, A., & Zhou, N. (2013). Recovery strategy for group service failures: The interaction
effects between recovery modes and recovery dimensions. European Journal of Marketing, 47(8), 1133-1156.
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top