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研究生:林欣儀
研究生(外文):LIN HSIN I
論文名稱:網路購物消費者抱怨行為、企業補救方式與消費者滿意關係之研究
論文名稱(外文):A Study of Relation among Consumer Complaint Behavor, Biness Recovery and Consumer Satisfation in On-line Buying
指導教授:洪世雄洪世雄引用關係
指導教授(外文):Hung, Shih-Hsiung
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:122
中文關鍵詞:消費者抱怨行企業補救方式顧客滿意
外文關鍵詞:consumers complaint behaviorbusiness recoverycustomer satisfaction
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網站的無國界、無時差的特性,消費者能夠充分掌握產品、服務的資訊及功能特性,也是企業獲取競爭優勢與持續成長的關鍵因素所在。各企業皆競相投入這個市場,導致彼此間的競爭激烈,促使企業將重心轉移室顧客身上,強調優越價值的創造、溝通和傳遞,提昇消費者整體滿意度,並對於消費者抱怨加以解決,進而加強顧客的再購意圖。本研究主要目的在於:1.探討網路購物消費者抱怨行為、企業補救方式對消費者滿意度關係研究之關聯性。2.以認知公平為中介變項,檢視網路購物消費者抱怨行為、企業補救方式與消費者滿意度之關係。
各種抱怨行為對顧客滿意有不同影響,企業補救方式對顧客滿意有部份影響,顧客的抱怨方式對認知公平影響不大,企業補救方式會帶來部份認知公平,而認知公平對顧客滿意及其各構面均有顥著影響。認知公平在本研究中發現在抱怨行為、補救方式對消費者滿意關係中,具有顯著中介效果。
Website Without Borders, the characteristics of the time difference, consumers can take full advantage of products, services, information and features, but also access to enterprise competitive advantage and sustained growth of the key factors.All enterprises are competing in the market, leading to fierce competition between, enterprises will focus shifted to room their customers to the superior value that the creation, communication and transmission, upgrading overall consumer satisfaction, and for consumers to resolve complaints, then further strengthening customer purchase intent. The purpose of this study is to: 1. Investigate consumer complaints online buying behavior, enterprise remedy the relationship between consumer satisfaction with the relevance. 2. Intermediary in a fair theory variables, examine the online buying behavior of consumers complained, enterprises remedy of consumer satisfaction with the relationship.
The various acts complained of a different impact on customer satisfaction, enterprises remedy some of the impact of customer satisfaction, customer complaints means little effect on the cognitive fair, enterprises will bring some remedy cognitive fair and equitable on cognitive and Customer Satisfaction the dimensions are influence. Cognitive fair in this study found that in complaining behavior, remedies for consumer satisfaction in the relationship, a significant intermediary results.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題與目的............ 3
  第三節  研究範圍............... 4
  第四節  研究流程............... 5
第二章  文獻探討................. 6
  第一節  電子商務與網路購買.......... 6
  第二節  消費者抱怨.............. 9
  第三節  服務補救............... 13
  第四節  認知公平............... 21
  第五節  影響消費者抱怨行為的個人因素..... 26
  第六節  消費者滿意.............. 30
第三章  研究方法................. 41
  第一節  研究架構............... 41
  第二節  研究假設............... 42
  第三節  變數操作性定義與衡量......... 49
  第四節  問卷設計............... 54
  第五節  抽樣設計............... 55
  第六節  資料分析方法............. 57
第四章  分析結果................. 59
  第一節  基本資料分析............. 59
  第二節  敘述統計............... 61
  第三節  信度分析............... 62
  第四節  效度分析............... 65
  第五節  迴歸分析............... 68
第五章  結論與建議................ 99
  第一節  研究摘要............... 99
  第二節  研究涵意............... 103
  第三節  研究限制............... 104
  第四節  未來研究............... 105
參考文獻 ..................... 107
附錄  研究問卷.................. 119
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陳锳義(2005),服務失誤、服務補救與消費者之滿意度及再購意願關係之實証研究-以3C產品之電腦產品為例,國立成功大學工業與資訊管理研究所未出版之碩士論文。

張紹勳(2001),企業對消費者電子商務之關係品質模式,廣告學研究,16 集。

張紹勳(2002),電子商務,台北:滄海書局。

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黃翔祺(2000),網際網路企業智慧資本研究,國立政治大學科技管理研究所未出版之碩士論文。

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