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研究生:鍾博宇
研究生(外文):CHUNG,PO-YU
論文名稱:探討線上購物再購意願之研究
論文名稱(外文):Antecedents of online shoppers’ repurchase intention
指導教授:吳金山吳金山引用關係
指導教授(外文):WU,CHIN-SHAN
口試委員:鄭菲菲吳金山林盛程
口試委員(外文):CHENG,FEI-FEIWU,CHIN-SHANLIN,SHENG-CHENG
口試日期:2017-07-19
學位類別:碩士
校院名稱:東海大學
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:2017
畢業學年度:105
語文別:中文
論文頁數:106
中文關鍵詞:服務失誤服務補救公平理論期望不一致理論滿意度再購意願
外文關鍵詞:Service failureService recoveryEquity TheoryExpectation-Disconfirmation TheorySatisfactionRepurchase intention
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近年來隨著網路以及行動網路的普及,民眾在網路上購物的行為也越來越常見,由於網路沒有時間性與地域性的限制,消費者可以隨時查看自己所喜好的商品,而原本只有實體店面的商家也開始投入設置網路店面,而如同在實體店面購物時也會遇到所謂的服務上的失誤,當失誤發生時商家所採取的補救措施會影響消費者的滿意度以及再購意願,有著極重要的商業關係。
本研究主在探討消費者在網路消費前對品牌或商品的期望以及發生失誤後對商家補救措施的期望,進而影響到後續的顧客滿意度以及再購意願。
最後根據本研究的研究結果提出討論與建議。
研究之主要發現包括:
(1)服務表現與服務績效期望會顯著正向影響服務期望不一致
(2)服務表現與服務補救間有正向關係
(3)服務期望不一致會顯著正向影響補救期望
(4)補救期望與企業的服務補救措施會正向影響補救期望不一致
(5)補救期望不一致不顯著影響補救後滿意度
(6)知覺公平會顯著正向影響補救後滿意度
(7)補救後滿意度會正向顯著影響再購意願

People shopping on the Internet are common because the Internet is popular and doesn’t has time and regional restrictions.Consumers can check their favorite goods anytime so the enterprise that only have physical store are also began to set up online store.As in the physical store shopping will encounter the service failure,online store will happen the service failure.When an error occurs, enterprise’s recovery measures can affect consumer’s satisfaction and repurchase intention to buy this brand of products that has a very important business relationship between enterprise and consumers.
The study explores the expectations of consumers for brand or merchandise before shopping on the Internet and the expectation of enterprise’s recovery measures after service failure that affects customer’s satisfaction and repurchase intention.

The main findings of the study include:
(1) Service performance and service performance expectations will significantly affect the service expectations disconfirmation.

(2) There is a positive relationship between service performance and service recovery.

(3) Service expectations disconfirmation will significantly positively affect recovery expectations.

(4) Recovery expectations and corporate service recovery measures will positively affect remedial expectations disconfirmation.

(5) Recovery expectations disconfirmation will have a significantly affect satisfaction after recovery..

(6) Perceived fairness will have a significant positive impact on satisfaction after recovery.

(7) Satisfaction after recovery will significantly affect the re-purchase intention.


摘要………………………………………………………I
ABSTRACT……………………………………………II
目錄……………………………………………………IV
表目錄…………………………………………………VI
圖目錄…………………………………………………VIII
第一章 緒論……………………………………………1
第一節 研究背景與動機………………………………1
第二節 研究目的………………………………………9
第三節 研究流程………………………………………12
第二章 文獻探討………………………………………13
第一節 服務表現………………………………………13
第二節 服務績效期望…………………………………28
第三節 服務期望不一致………………………………31
第四節 補救期望………………………………………36
第五節 服務補救………………………………………39
第六節 補救期望不一致………………………………48
第七節 知覺公平………………………………………49
第八節 滿意度…………………………………………55
第九節 再購意願………………………………………59
第三章 研究方法………………………………………62
第一節 研究架構………………………………………62
第二節 研究假設………………………………………62
第三節 操作性定義……………………………………71
第四節 衡量問項………………………………………72
第五節 問卷設計………………………………………78
第六節 研究對象………………………………………78
第七節 資料分析方法…………………………………79
第四章 資料分析與結果………………………………83
第一節 樣本結構分析…………………………………83
第二節 信度與效度分析………………………………85
第三節 假說驗證………………………………………94
第五章 結論……………………………………………102
第一節 研究結果與討論………………………………102
第二節 研究限制與未來建議…………………………106
參考文獻………………………………………………108
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