臺灣博碩士論文加值系統

隨著服務業的成長快速，且身處於如此競爭的社會環境中，人們的生活步調也跟隨著加快，對於時效性與便利性的需求與日俱增，便利商店便成為日常生活中不可或缺的好夥伴。對消費者而言，在便利商店消費的過程中常常與服務人員會有頻繁的接觸，而服務人員在不同的環境與情境下，所提供的服務也會有所差異，其差異性會導致消費者以服務的公平性來評估自己的權益，當消費者感受到服務不公平時，為了維護自身的權益，可能會採取相關的報復行動，因此引起本研究動機，探討服務公平性、消費者報復與情緒調節之關係。
本研究之企業對象為7-ELEVEn便利商店，發放者對象為朝陽科技大學之大學生，問卷採取便利抽樣法，共發放300份問卷，回收275份，扣除27份無效問卷，有效問卷248份，有效回收率為82.7%，在資料分析方面採以敘述性統計分析、信度與效度分析、探索性因素分析、t檢定、單因子變異數分析與階層多元迴歸分析加以探討。
而研究結果發現：
一、 服務公平性對消費者報復有顯著負向影響，獲得部份成立。其中服務公平性之「人際公平性」構面對消費者報復之「向企業採取惡意行為」的之影響為負向關係。服務公平性之「分配公平性」構面與消費者報復之「向第三者機構抱怨與要求企業賠償」、「負面口碑宣傳」構面間的影響為負向關係。
二、 消費者的情緒調節會干擾服務公平性對消費者報復之影響，獲得部份成立。其中以「人際公平性」與「重新評價」的交互作用及「程序公平性」與「抑制」對「向第三者機構抱怨與要求企業賠償」均產生負向影響的關係。「人際公平性」與「重新評價」的交互作用對「負面口碑宣傳」產生負向影響的關係。
三、 不同消費者特徵的消費者在服務公平性認知有顯著差異，獲得部份成立。
四、 不同消費者特徵的消費者在消費者報復認知有顯著差異，獲得部份成立。
五、 不同消費者特徵的消費者在情緒調節有顯著差異，獲得部份成立。

As the service industry grows rapidly, living in such a competitive social environment, people also speed up their life pace as well. Their needs for time effectiveness and convenience have increased gradually. Convenience stores have become the good partners indispensable in daily life. For consumers, in the process when they are shopping in a convenience store, they often have frequent contacts with service personnel. Under different environments and situations, the services provided by service personnel will be different, too. Such differences will also enable consumers to assess their own rights through service fairness. When a consumer feels that the service is unfair, he/she may take related retaliatory actions, in order to protect his/her own right. Thus, this study has such motivation deriving from this, so as to explore the relationship among service fairness, customer retaliation and emotion regulation.
In this study, the enterprise target was the 7-ELEVEN Convenience Store. The subjects receiving the questionnaires were the college students at Chaoyang University of Technology. Convenience sampling was adopted in questionnaire distribution, and 300 copies of the questionnaire were distributed, in which 275 copies were recovered. After 27 invalid copies were excluded, the effective sample size was 248, and the effective recovery rate was 82.7%. In the aspect of data analysis, the explorations were made, through descriptive statistics analysis, reliability and validity analysis, exploratory factor analysis, t-test, one-way ANOVA and hierarchical multiple regression analysis.
The research findings indicated:
1. As for the hypothesis that service fairness has significant negative influence on customer retaliation, parts of it were tenable. Among them, negative correlation was found, regarding the influence of the dimension “Interpersonal Fairness” in service fairness on “taking malicious behavior against the enterprise” in customer retaliation. Negative correlation was found in the influence among the dimension “Allocation Fairness” in service fairness and the dimensions “complaining to the third-party institution and asking for compensation from the enterprise” and “negative word of mouth” in customer retaliation.
2. As for the hypothesis that consumers’ emotion regulation will interfere with the influence of service fairness on customer retaliation, parts of it were tenable. Among them, the interaction between “Interpersonal Fairness” and “Re-rating” as well as “Procedural Fairness” and “Inhibition” resulted in correlation of negative influence on “complaining to the third-party institution and asking for compensation from the enterprise”. The interaction between “Interpersonal Fairness” and “Re-rating” resulted in correlation of negative influence on “negative word of mouth”.
3. As for the hypothesis that consumers with different consumer characteristics have significant differences in cognition of service fairness, parts of it were tenable.
4. As for the hypothesis that consumers with different consumer characteristics have significant differences in cognition of customer retaliation, parts of it were tenable.
5. As for the hypothesis that consumers with different consumer characteristics have significant differences in emotion regulation, parts of it were tenable.

摘要 I
Abstract II
誌 謝 IV
目 錄 V
表目錄 VII
圖目錄 IX
第壹章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 5
第三節 研究流程 6
第貳章 文獻探討 7
第一節 服務公平性 7
第二節 消費者報復 13
第三節 情緒調節 18
第參章 研究方法 23
第一節 研究架構 23
第二節 研究假說 24
第三節 研究變項之定義與衡量題項設計 27
第四節 問卷設計 33
第五節 研究對象 36
第六節 資料分析方法 37
第七節 預試問卷分析 39
第肆章 資料分析與討論 42
第一節 樣本資料分析 42
第二節 敘述性統計分析 45
第三節 信度與效度分析 48
第四節 消費者特徵與本研究各構面之t檢定與變異數分析 58
第五節 階層多元迴歸分析 72
第伍章 結論與建議 91
第一節 研究結論 91
第二節 管理與實務意涵 100
第三節 研究限制與未來研究建議 102
參考文獻 103
附錄一 正式問卷 110
表1-1-1 2007年便利商店店數統計 1
表1-1-2 我國主要連鎖式便利商店業廠商之營運績效比較概況 2
表1-1-3 便利商店顧客來店消費關鍵因素排名 2
表2-3-1 情緒調節策略分類表 22
表3-3-1 服務公帄性之衡量題項 27
表3-3-2 消費者報復之衡量題項 29
表3-3-3 情緒調節之衡量題項 31
表3-4-1 受調查者之基本資料 35
表3-7-1 服務公帄性之預詴信度分析 39
表3-7-1 服務公帄性之預詴信度分析(續) 40
表3-7-2 消費者報復之預詴信度分析 40
表3-7-2 消費者報復之預詴信度分析(續) 41
表3-7-3 情緒調節之預詴信度分析 41
表4-0-1 問卷回收概況 42
表4-1-1 正式回收樣本基本資料結構 44
表4-2-1 服務公帄性變項之帄均數與標準差分析 45
表4-2-2 消費者報復變項之帄均數與標準差分析 46
表4-2-3 情緒調節變項之帄均數與標準差分析 47
表4-3-1 服務公帄性量表信度分析 48
表4-3-2 消費者報復量表信度分析 49
表4-3-3 情緒調節量表信度分析 50
表4-3-4 服務公帄性變項之KMO與Bartlett檢定 51
表4-3-5 服務公帄性變項之因素分析 51
表4-3-6 消費者報復變項之KMO與Bartlett檢定 53
表4-3-7 消費者報復變項之因素分析 53
表4-3-8 情緒調節變項之KMO與Bartlett檢定 55
表4-3-9 情緒調節變項之因素分析 55
表4-3-10 本研究各構面之區別效度分析表 57
表4-4-1 服務公帄性變項之常態性與獨立性檢定結果 59
表4-4-2 消費者報復變項之常態性與獨立性檢定結果 59
表4-4-3 情緒調節變項之常態性與獨立性檢定結果 60
表4-4-4 服務公帄性變項中人際公帄性構面之變異數分析 61
表4-4-5 服務公帄性變項中分配公帄性構面之變異數分析 62
表4-4-6 服務公帄性變項中溝通公帄性構面之變異數分析 63
表4-4-7 服務公帄性變項中程序公帄性構面之變異數分析 64
表4-4-8 消費者報復變項中向第三者機構抱怨與要求企業賠償構面之變異數 分析 65
表4-4-9 消費者報復變項中向企業採取惡意行為構面之變異數分析 66
表4-4-10消費者報復變項中對減少光顧構面之變異數分析 67
表4-4-11消費者報復變項中負面口碑宣傳構面之變異數分析 68
表4-4-12情緒調節變項中重新評價構面之變異數分析 69
表4-4-13情緒調節變項中抑制構面之變異數分析 70
表4-4-14性別與本研究各構面的t檢定表 71
表4-5-1 服務公帄性與情緒調節對向第三者機構抱怨與要求企業賠償之階層多元迴歸分析 77
表4-5-2 服務公帄性與情緒調節對向企業採取惡意行為之階層多元迴歸分析 82
表4-5-3 服務公帄性與情緒調節對減少光顧之階層多元迴歸分析 85
表4-5-4 服務公帄性與情緒調節對負面口碑宣傳之階層多元迴歸分析 89
表5-1-1 研究假說實證結果 91
表5-1-2 服務公帄性、情緒調節與消費者報復之研究假說驗證結果明細 94
表5-1-3 消費者特徵對服務公帄性、消費者報復、情緒調節之研究假說驗 證結果明細 98
表5-1-3 消費者特徵對服務公帄性、消費者報復、情緒調節之研究假說驗證結果明細(續) 99
圖1-3-1 研究流程 6
圖2-1-1 FAIRSERV模型 12
圖2-2-1 Day and Landon (1977)消費者抱怨行為分類模式 13
圖2-2-2 Singh(1988)消費者抱怨行為分類模式 14
圖2-3-1 情緒調節的雙向歷程模式 21
圖3-1-1 概念性研究架構圖 23
圖4-5-1 修正後初步研究架構 72
圖4-5-2 程序公帄性與抑制之交互作用對向第三者機構抱怨與要求企業賠償的影響 75
圖4-5-3 人際公帄性與重新評價之交互作用對向第三者機構抱怨與要求企業賠償的影響 76
圖4-5-4 服務公帄性與情緒調節對向三者機構抱怨與要求企業賠償之細部研究結果圖 78
圖4-5-5 人際公帄性與抑制之交互作用對向企業採取惡意行為的影響 80
圖4-5-6 程序公帄性與重新評價之交互作用對向企業採取惡意行為的影響 81
圖4-5-7 服務公帄性與情緒調節對向企業採取惡意行為之細部研究結果圖 83
圖4-5-8 服務公帄性與情緒調節對減少光顧細部研究結果圖 86
圖4-5-9 人際公帄性與重新評價之交互作用對負面口碑宣傳的影響 88
圖4-5-10服務公帄性與情緒調節對負面口碑宣傳細部研究結果圖 90

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