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研究生:吳柏勳
研究生(外文):Bo-Shiun Wu
論文名稱:以期望理論及公平理論探討線上服務失誤補救
論文名稱(外文):Applying Expectation Model and Justice Theory for Online Service Failure Recovery
指導教授:李家瑩李家瑩引用關係
指導教授(外文):Chia-Ying Li
口試委員:鄭正豐張曼玲顧宜錚
口試委員(外文):Cheng-Feng ChengMan Ling Changycku@pu.edu.tw
口試日期:2011-07-06
學位類別:碩士
校院名稱:靜宜大學
系所名稱:資訊管理學系
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:2011
畢業學年度:99
語文別:中文
論文頁數:69
中文關鍵詞:線上購物服務失誤補救期望符合知覺公平失誤歸因
外文關鍵詞:online shoppingservice failure recoveryexpectation-confirmation theoryperceived justiceservice failure attribution
相關次數:
  • 被引用被引用:11
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網路購物現今已成為常見的消費者購物管道,在無法直接面對面的交易環境下,客服人員無法即時回應消費者,形成與實體通路較不一樣的服務失誤情形。過去對於服務失誤與補救主要都是以實體通路為研究對象,相較之下網路購物服務失誤與補救的相關研究較為少見,在日益發達的網路購物環境,服務失誤的發生已經不可避免,當發生服務失誤時,如何適當的補救,維持顧客滿意度,已經是業者們的主要課題。
已有許多學者使用知覺公平探討服務補救及滿意度,然而往往著重在消費者的情緒反應,而非對於服務補救的整體評估。同時過去的研究顯示,補救後的滿意度可能會受轉換成本及補救歸因而有所差異,然而卻少有文獻著眼在線上購物的轉換成本,或是將補救歸因加以整體評估。因此,本研究以期望符合理論為基礎,納入知覺公平,並以補救歸因和轉換成本的干擾下,探討網路購物服務失誤型態與補救,對於顧客滿意度與再購意願的影響。
本研究調查有線上購物服誤失誤經驗的消費者,進行統計及分析資料,藉以驗證所提出之模式。研究結果發現,服務補救績效對期望符合有顯著影響;顧客期望對期望符合有負面影響;期望符合對補救後滿意度有顯著影響;失誤歸因對顧客期望有顯著影響;失誤歸因對補救後滿意度無顯著影響;知覺公平(程序公平、結果公平、互動公平)對補救績效有顯著影響;知覺公平對補救後滿意度有顯著影響;補救後滿意度對再購意願有顯著影響;程序轉換成本對補救後滿意度與再購意願間有顯著干擾效果;心理與情緒轉換成本也對補救後滿意度與再購意願間有顯著干擾效果。最後,本文依研究結果提出了相關的結論與建議,以提供線上購物業者面臨服務失誤補救時之參考。

Online shopping has become a quite popular phenomenon. Without face-to face communication, service providers can not respond to consumers’ needs directly and thus consumers have more chances to encounter service failures. Several previous studies on service failure recovery shed lights on traditional transactional market, but few studies put emphases on online service failure recovery. With the development online transactions, since service failure is inevitable, how to implement service recovery strategies to maintain or enhance consumer satisfaction has become an important issue for online service providers.

Several previous studies have proposed that expectation-confirmation theory and equity theory can be applied for service recover and satisfaction. However, they focus on the influence of service recovery on consumers’ positive or negative emotional responses rather than overall evaluations of service recovery process. Besides, service failure attribution can help provider to understand the severity, stability and controllability of the failure, but previous studies on the investigation of its influences tend to be piecemeal. Furthermore, switching cost has been regarded as an important factor for business mode, but it has been neglected for online shopping behavior. Thus, this study would like to address the above gaps and develop a framework which integrates expectation-confirmation theory and equity theory and also includes switching cost as a moderator for the influence of satisfaction on repurchasing intention.

The respondents who have online service failure recovery experiences were collected to validate the research framework. The results of this study indicate that service recovery has a positive influence on expectation confirmation and perceived justice. Customer expectation has a negative impact on expectation confirmation. Service failure attribution has a positive impact on customer expectation, but does not impact satisfaction. Perceived justice and expectation confirmation have influences on satisfaction and in turn lead to repurchasing intention. Finally, switching costs, including procedural and psycological switching cost, moderate the relationship between satisfaction and repurchasing intention. Based on research results, conclusions and suggestions were finally proposed to serve as a reference and application for online shopping websites while service failure occurs.

摘要 ii
Abstract iii
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與問題 2
1.3 研究範圍與流程 4
1.3.1 研究範圍 4
1.3.2 研究流程 4
1.4 文章架構 5
第二章 文獻回顧 6
2.1 服務失誤 6
2.2 失誤歸因 8
2.3 服務補救 10
2.4 期望理論 12
2.5 知覺公平 15
2.6 轉換成本 18
第三章 研究方法 21
3.1 研究架構 21
3.2 研究假說 22
3.2.1 期望符合(Expectation -Confirmation Theory, ECT) 22
3.2.2 失誤歸因對於顧客期望與補救後滿意度的影響 22
3.2.3 知覺公平對於補救績效及補救後滿意度的影響 23
3.2.4 補救後滿意度與再購意願之關係 24
3.2.5 轉換成本與再購意願之關係 24
3.3 各變數之操作型定義與衡量問項 26
3.4 研究設計與分析方法 33
3.4.1研究設計 33
3.4.2研究對象 33
3.4.3資料分析方法 34
第四章 資料分析 37
4.1 樣本結構敘述分析 37
4.1.1基本輪廓基本資料 37
4.1.2平均數與標準差 39
4.2 測量模式分析 43
4.2.1 信度分析 43
4.2.2效度分析 45
4.3 研究假說檢定 47
第五章 結論與建議 52
5.1 研究結果 52
5.2 管理意涵 54
5.3 研究限制 56
5.4 後續研究之建議 57
參考文獻 58
附錄一 研究問卷 65

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