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研究生:蕭鋐鑫
研究生(外文):Hung-Hsin Hsiao
論文名稱:服務補救與信任重建研究:以線上交易為例
論文名稱(外文):The Study of Relationship Between Service Recovery and Trust Rebuilding: Studies of On-line Transactions
指導教授:鍾從定鍾從定引用關係
指導教授(外文):Tsungting Chung
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
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:2009
畢業學年度:97
語文別:中文
論文頁數:67
中文關鍵詞:線上評價服務補救線上談判線上信任線上購物
外文關鍵詞:on-line trustservice recoveryon-line purchaseon-line evaluatione-negotiation
相關次數:
  • 被引用被引用:9
  • 點閱點閱:525
  • 評分評分:
  • 下載下載:225
  • 收藏至我的研究室書目清單書目收藏:1
由於科技進展帶來的便利性,消費者消費方式已從實體通路進行交易,逐漸為虛擬通路所取代。在通路的轉變過程裡,在交易雙方無法面對面的情況下,如何獲得與重建彼此的信任,完成交易,便成為線上交易關鍵的部份。


本研究透過文獻回顧,得知對賣方的評價結果,會使買賣之間的信任程度呈現正向關係。但若因賣方發生服務疏失,造成交易結果不良,導致賣方評價受損,買方因而對賣方的信任程度降低時,賣方該如何進行補救,以重新建立買方對其之信任與評價,便成了本研究另一研究重點。因此本研究以量化分析的方式,選取服務補救為干擾變數,來衡量發生疏失,賣方失去買方信任後,是否能因此修補買賣之間的信任關係。


研究的結論共歸納出以下重點,包括(1)經過文獻回顧後,已發現絕大部分的學者對「賣方的評價,與買方對賣方的信任度成正比」此議題的研究結論,皆持肯定的看法;(2)賣方的服務補救,確實會使買方對賣方產生正向的再信任程度,但這個程度並不大;(3)買方對於賣方的實質性補救(贈品、折扣等),認同度較大。
Due to the convenience of technology development, the way consumers purchase has gradually turned entity channel into hypothesized channel. During this transformation, the business’s flow also generate many issues that are worthy to research. How to obtain each other''s trust to make the transaction carry on smoothly has become the key of on-line transaction, especially both sides can’t be face-to-face.


Via literature review, we know the evaluation of seller could lead positive relations between buyer’s and seller’s trust. But what if the seller has service error cause the bad result of transaction and result in harming the evaluation of seller, make buyer reduce the degree of trust to seller, how seller sould do for rebuilding buyer’s trust and business evaluation? So we use quantification analysis and moderate effect of service recovery to measure if it can repair trust relation between buyer and seller when service error has happened.


The conclusion of research are dividing three parts as following respectively. (1) Via literature review, majority of scholars were agree the evaluation of seller could cause positive relations between buyer’s and seller’s trust. (2) The service recovery of seller was surely generate positively rebuilding trust of buyer, but the degree of buyer’s re-trust was not very high. (3) Buyer’s approval which is prefer to substantive recovery(gift, discount, etc.) of seller.
中文摘要 ----------------------------------------------------------------------------- i
英文摘要 ----------------------------------------------------------------------------- ii
誌謝 ----------------------------------------------------------------------------- iii
目錄 ----------------------------------------------------------------------------- iv
表目錄 ----------------------------------------------------------------------------- vi
圖目錄 ----------------------------------------------------------------------------- vii
一、 緒論----------------------------------------------------------------------- 1
1.1 研究背景與動機-------------------------------------------------------- 1
1.1.1 研究背景----------------------------------------------------------------- 1
1.1.2 研究動機----------------------------------------------------------------- 2
1.2 研究目的----------------------------------------------------------------- 2
1.3 研究流程----------------------------------------------------------------- 3
二、 文獻探討----------------------------------------------------------------- 4
2.1 信任的定義------------------------------------------------------------- 4
2.2 評價的定義-------------------------------------------------------------- 10
2.3 線上交易之評價與信任的關係------------------------------------- 14
2.4 影響線上交易信任的因素------------------------------------------- 16
2.5 服務補救---------------------------------------------------------------- 18
三、 研究方法與設計-------------------------------------------------------- 21
3.1 研究架構與研究假設------------------------------------------------- 21
3.1.1 變數說明----------------------------------------------------------------- 21
3.1.2 研究假設與研究架構-------------------------------------------------- 24
3.2 變數之操作性定義----------------------------------------------------- 25
3.2.1 自變數-------------------------------------------------------------------- 25
3.2.2 干擾變數----------------------------------------------------------------- 27
3.2.3 應變數-------------------------------------------------------------------- 27
3.3 研究設計----------------------------------------------------------------- 28
3.3.1 調查法-------------------------------------------------------------------- 28
3.3.2 調查樣本----------------------------------------------------------------- 29
3.3.3 問卷結構----------------------------------------------------------------- 29
3.3.4 正式調查----------------------------------------------------------------- 30
四、 資料分析----------------------------------------------------------------- 31
4.1 資料分析方法----------------------------------------------------------- 31
4.2 問卷樣本結構---------------------------------------------------------- 32
4.3 問卷信度分析----------------------------------------------------------- 35
4.4 皮爾森相關係數分析-------------------------------------------------- 36
4.5 迴歸分析與假設檢定-------------------------------------------------- 38
五、 結論與建議-------------------------------------------------------------- 42
5.1 結論----------------------------------------------------------------------- 42
5.2 研究貢獻----------------------------------------------------------------- 44
5.3 研究限制----------------------------------------------------------------- 45
5.4 後續研究建議----------------------------------------------------------- 46
參考文獻 ----------------------------------------------------------------------------- 47
附錄一 正式問卷----------------------------------------------------------------- 54
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