臺灣博碩士論文加值系統

在競爭日趨激烈的電子商務環境中，如何確保顧客忠誠度已經成為一個重要的研究議題，然而在電子商務的交易過程中，服務失誤往往難以避免。因此本研究的主要目的在於探討電子商務環境中服務失誤嚴重性對於顧客忠誠度的影響，並瞭解服務補救公平及轉換成本兩者是否會在服務失誤嚴重性與顧客忠誠度的影響關係中，同時扮演直接影響與調節效果的角色。
本研究以具有網路購物經驗且曾經遭遇過服務失誤的消費者為研究對象，採用問卷調查的方式，使用PLS進行結構方程模式(SEM)檢定整個模式各構念之間的關係。本研究共蒐集了221份有效問卷進行資料分析。研究的結果顯示，服務失誤嚴重性對於顧客忠誠度具有顯著負向的影響，此外服務補救公平會弱化服務失誤嚴重性與顧客忠誠度之間的負向影響程度，也會對顧客忠誠度產生顯著的正向影響。而轉換成本對顧客忠誠度也會產生顯著的正向影響，但是無法調節服務失誤嚴重性與顧客忠誠度之間的負向影響關係。最後，本研究的結果對於電子商務服務失誤與補救的學術與實務發展提供了重要的意涵。

Under increasingly fierce competition in e-commerce, how to ensure customer loyalty is an important issue. However, service failure is inevitable during e-commerce transactions. Thus, this study aimed to discuss the effect of service failure severity on customer loyalty and whether service recovery justice and perceived switching cost not only can moderate the impact of service failure on customer loyalty but also play a role of direct effect.
This study conducted a survey on customers who had online shopping experience and encountered service failure. A total of 221 useful samples were collected. This study used the PLS (Partial Least Squares) to analyze the structural equation model (SEM) and examine its relationship of the constructs we proposed. The results indicated that service failure severity has significant negative effect on customer loyalty. Service recovery justice was not only found moderating effect on the relationship between service failure severity and customer loyalty but also have significant positive direct effect on customer loyalty. Moreover, perceived switching cost was found significant positive direct effect on customer loyalty, but no moderating effect on the relationship between service failure severity and customer loyalty. The results provide several important implications for the research and practice of e-commerce service failure and recovery.

中文摘要 I
英文摘要 II
誌 謝 III
目 錄 IV
表 目 錄 V
圖 目 錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第四節 研究對象與範圍 6
第二章 文獻探討 7
第一節 概念性框架 7
第二節 電子商務 9
第三節 顧客忠誠度 13
第四節 服務失誤 17
第五節 服務補救 22
第六節 認知公平 28
第七節 轉換成本 37
第三章 研究架構與方法 41
第一節 研究架構 41
第二節 研究假說 42
第三節 變數概念性定義與測量 45
第四節 問卷設計 48
第五節 資料分析方法 49
第四章 資料分析與討論 52
第一節 敘述性統計分析 52
第二節 測量模式分析 59
第三節 結構模型分析 63
第五章 研究結論與建議 67
第一節 研究結論 67
第二節 實務意涵 68
第三節 理論意涵 70
第四節 研究限制 71
第五節 未來研究建議 73
參考文獻 76
附錄一 89

表 目 錄
表2-1 消費者進行網路購物重視的因素 10
表2-2 衡量忠誠度的觀點 16
表2-3 服務失誤的定義 18
表2-4 服務失誤的類型 21
表2-5 服務補救的定義 23
表2-6 服務補救對企業的影響 24
表2-7 服務補救措施的分類整理 26
表2-8 補救公平的衡量總表 35
表4-1 研究樣本之姓別資料統計 53
表4-2 研究樣本之年齡資料統計 53
表4-3 研究樣本之教育程度資料統計 54
表4-4 研究樣本之職業資料統計 54
表4-5 研究樣本之月所得資料統計 55
表4-6 研究樣本之使用線上購物經驗資料統計 55
表4-7 研究樣本之每月消費金額資料統計 56
表4-8 研究樣本之遭遇服務失誤類型資料統計 56
表4-9 本研究之填答者基本資料總表 57
表4-9 本研究之填答者基本資料總表(續) 58
表4-10 測量模式各變項之信度分析 60
表4-11 跨負荷量矩陣 61
表4-12 測量模式之相關分析 62
表4-13 本研究路徑分析結果 65
表4-14 本研究假說檢定之結果 66

圖 目 錄
圖1-1 研究流程圖 5
圖3-1 研究架構圖 41
圖3-2 服務補救架構 43
圖4-1 本研究模型之PLS結果 63

中文部分
李錦雲（民92）。服務補救時間延遲對服務補救滿意度之研究─以航空業為例，中國文化大學國際企業管理研究所碩士論文。
張紹勳（民88）。網際網路使用者消費行為模式之實證研究，1999商業自動化理論與實務研討會。

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