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研究生:柯添元
研究生(外文):Ko,tien-yuan
論文名稱:抱怨處理對網站營運績效之影響-從服務補救策略與歸因理論的觀點
論文名稱(外文):The Influence of Complaints Handling on Online Operation – In terms of Service Recovery Performance and Attribution Theory
指導教授:傅振瑞傅振瑞引用關係
指導教授(外文):Fu, Chen-Jui
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:資訊管理系碩士在職專班
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:2010
畢業學年度:98
語文別:中文
論文頁數:58
中文關鍵詞:歸因理論服務補救策線上零售網路拍賣
外文關鍵詞:Attribution theoryOnline RetailService recovery performance Online auction
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在台灣B2C線上交易拍賣市場,對於網路使用者在網路購物上己成為重要的商品購買通路之一,而在網路市場進入成本較低的環境下也造就了許多新銳持續出現在市場中,而要如何使初次購買的新顧客以及舊顧客重覆購買可以不受歷史負面評價的影響來持續購買商品,在對於交易中較有問題之事件的處理方式就會變的相當重要,透過不同的處理方式也會直接影響到網站的營運績效。所以從不同的服務補救策略中來取得顧客的信任也就成為了一項重要的課題。
本研究透過分析服務補救的策略以及歸因理論的觀點,來探討對於負面評價事件之問題歸屬者以及賣方在對於該事件的處理方式來對於賣方在期間的評價變深入研究。研究中隨機抽取Yahoo拍賣中100家實際的女性服飾賣家,以期間三個月的先後兩個時間點進行內容分析法分析賣家與交易資料,進行網路賣家之抱怨處理方式與網站營運績效間的因果關係之驗證。
本研究發現到在報怨問題歸因對象、質疑問題上皆對商家銷售績效沒有負向之影響,所以對於問題不論是何方發生錯誤對商家績效有正面影響,所以發現到買方對於問題的發生是不會介意何方所發出來的。而發現到回應時間越短對對銷售數量有顯著且正面之影響,代表著越短時間的回應對績效的成長是有效的。在報怨回應處理上發現到回應方式「不回應」、「好」對於顧客數以及商品銷售的增加有正面且顯著的影響,表示買方如果無法了解報怨問題真正的原因是無法對績效產生影響。
B2C online auction market in Taiwan has become one of the important shopping channels for consumers. We can easily understand why a lot of adventurers continuously show up because of the low cost to the business. However, the way to deal with the act of problem requires our attentions on how to make the new and ex customers to buy without being influenced by the historical negative evaluation since different method of handling may directly have effect on the operation of the web. Therefore, from various services recovery performance to get customers’ confidence is being a big issue.

Based on attribution theory, this research is to explore the negative assessment events attributed to in which the seller handling during selling by the analysis of service recovery performance and the point of attribution. It randomly selects the 100 actual female clothing sellers in Yahoo auctions to analyze sellers and their dealing data by content analysis in the two time intervals, before and after three months; meanwhile, to prove the cause and effect relationship, how online sellers handle customers’ complaints are also explored.

Results of this study found the object complaints to and the question with doubt has no negative effect on sellers’ business. Moreover, it has positive impact on the sellers no matter the mistakes comes from which object and even the buyers don’t mind. And obviously the shorter to response to complaint, the better selling growth and the number of customers is expected. Besides, it is not able to have influence on the business if the buyers do not know the real reason of the complaints.
目 錄
中文摘要 ……………………………………………………………………………………………………………… ..i
英文摘要 ………………………………………………………………………………………………………………. .ii
誌謝…….. ……………………………………………………………………………………………………………… iii
目錄…….. ……………………………………………………………………………………………………………… iv
表目錄…. ……………………………………………………………………………………………………………… .v
圖目錄…. ……………………………………………………………………………………………………………… vi
一、緒論 1
1.1研究背景與動機 1
1.2研究目的 4
1.3研究流程 4
二、文獻探討 6
1.服務補救 6
2.服務失誤之歸因 14
3.顧客質疑商家的能力、道德 16
三、研究方法 18
3.1研究架構 18
3.2研究推論與假說 20
1.服務失誤的歸因對商家未來銷售績效影響 20
2.服務失誤的處理策略,對銷售績效的影響 21
3.服務失誤的回應時間,對銷售績效影響 22
4.商家的態度或能力問題,對於銷售績效影響 23
3.3研究設計 24
3.4研究變數之定義與操作 25
3.5資料蒐集 27
3.6資料分析方法與工具 28
四、資料分析 29
4.1敘述性統計分析 29
4.2信效度檢測 32
4.3研究假說檢定 36
1.各項因素與顧客數變動間之關係 36
2.各項因素與銷售量變動間之關係 38
五、結論與建議 40
5.1研究討論 40
5.2管理意涵與貢獻 42
5.2.1學術貢獻 42
5.2.2管理實務意涵 42
5.3研究限制 44
5.4未來研究方向 44
參考文獻 46
英文文獻
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中文文獻
1.張閔棟,2002,「以電子郵件探討顧客抱怨回應對知覺重視與顧客滿意之影響」,國立中央大學資訊管理學系碩士論文,。
2.溫育佳,2008,「顧客間負面互動對服務評價之影響-以歸因理論來探討」,東吳大學商學院企業管理學系碩士班。
3.賴其勛,1997,「消費者抱怨行為、抱怨後行為及其影響因素之研究」,台大商研所博士論文。
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