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研究生:魏可欣
研究生(外文):Ke-Hsin,Wei
論文名稱:從顧客角度探討線上拍賣市場評價及賣家服務補救策略對於價格溢價的影響-以Yahoo! Auction為例
論文名稱(外文):The Role of Customer Feedback Text Comments and Sellers’ Service Recovery in Online Marketplaces: Implications for Price Premiums from Yahoo! Auction in Taiwan
指導教授:傅振瑞傅振瑞引用關係
指導教授(外文):Jen-Ruei Fu
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
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:2012
畢業學年度:100
語文別:中文
論文頁數:70
中文關鍵詞:服務補救善意可信公平理論溢價
外文關鍵詞:Service recoveryBenevolenceCredibilityEquity theory、Benevolence、Credibility、Equity theory、Price premium
相關次數:
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  • 下載下載:34
  • 收藏至我的研究室書目清單書目收藏:1
在進行網路購物時,想要買一件3C商品,送貨延遲,網購業者發生服務失誤時,商家能用何種補救方式來解決顧客的問題,而那一種補救方式,又會影響顧客在購買產品時價格的高低呢?
本研究以Yahoo! Auction為研究對象,以買家的角度從公平理論與信任的角度出發,深入探討商家的評價回應及服務補救策略。本研究採用內容分析法分析商家的評價及回收131份買家問卷進行實證研究,探討商家的評價回應及服務補救策略對於價格溢價的影響。
結果顯示,以公平理論及信任方面來看,在網路拍賣市場上發現消費者最重視的是程序公平,因此商家在回應消費者服務補救的策略,如果對消費者採取和解性回應,消費者則覺得商家補救政策、規則是好的,以回應時間來說,回應時間愈快愈好。其次是可信,這代表著消費者重視商家誠信,關心商家是否能履行基本的義務,如表示準確的產品、好的產品運送。其次影響溢價的因素是分配公平,表示消費者重視是商家在服務失誤後,是否能對消費者進行補償,商家在服務補救的方式採用更正外加補償,消費者就感受到在抱怨處理後得到消費者可接受的補償結果;商家在服務補救的方式採用失誤擴大、商店折扣的方式,消費者是無法接受的。最後,善意也會影響溢價,表示消費者重視商家是否真正的關心消費者的利益。從研究結果可發現,有良好的溝通可增加買家對商家的信任,讓買家可更信任商家。
In online market, if you want to buy a 3C product which delivery to delay. What kind of the seller service recovery solved the buyer problem? And what kind of the seller service recovery affected price premium?
This research examined the retailing on the internet auction phenomenon as it relates to the service recovery of online auction sellers. The study focuses on the role of the customer from the perspective of equity theory and trust to illustrate the internet auction phenomenon. The paper aims to the role of customer feedback text comments and sellers’ service recovery in online marketplaces influenced price premium. This study extracted and analyzed auction sellers’ data from Yahoo! Auctions to better understand the behavior of participants and factors influenced price premium in online auctions. Using content analysis method and 294 samples were collected through online questionnaire focused on the role of customer feedback text comments and sellers’ service recovery in online marketplaces influenced price premium.
Based on equity theory and trust, the investigation indicated that procedural justice affected price premium significantly. The seller adopted accommodative responses the customer, and the sooner the better. Secondly, credibility was found to be strongly dependent on price premium. The customer concerned about the seller was able to fulfill the basic obligations, such that accurate product and good product delivery. Third, distribution justice was also affected price premium significantly. The seller compensated for the customer, correct plus was acceptable. On the contrary, failure escalation and store credit was unacceptable. Finally, benevolence was found to be strongly dependent on price premium that the consumer attached importance to the seller care about the interests of the consumer. The present results showed that the seller was good communication with the customer who was willing to trust the seller.
一、 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
二、 文獻探討 4
2.1 線上拍賣評價機制 4
2.2 信任 5
2.3 評價 6
2.4 服務補救 6
2.5 服務補救類型 8
2.6 公平理論 10
2.6.1 分配公平 10
2.6.2 程序公平 10
2.6.3 互動公平 10
2.7 公平與信任之關係 12
2.8 溢價 12
三、 研究方法 13
3.1 研究架構 13
3.2 研究推論與假說 15
3.2.1 信任 15
3.2.2 公平理論 15
3.2.3 評價與善意 16
3.2.4 評價與可信性 16
3.2.5 互動公平 16
3.2.6 分配公平 17
3.2.7 程序公平 18
3.2.8 公平與信任 19
3.3 研究變數之定義與操作化 20
3.3.1 溢價 20
3.3.2 評價 21
3.3.3 服務補救方式 22
3.3.4 服務補救回應態度 25
3.3.5 服務補救回應策略及時間 27
3.3.6 信任及控制變數 28
3.3.7 知覺公平 29
3.4 資料蒐集 30
四、 資料分析 31
4.1 樣本基本資料分析 31
4.2 信效度檢測 37
4.3 研究假說之檢定 40
4.3.1 公平理論與各因素之間的關係 42
4.3.2 信任與各因素之間的關係 42
4.3.3 溢價與各因素之間的關係 45
4.4 研究假說結果 48
五、 結論與建議 50
5.1 研究意涵與貢獻 50
5.1.1. 學術貢獻 50
5.1.2. 管理意涵 50
5.1.2.1. 以賣家對買家的角度-管理意涵 50
5.1.2.2. 以買家對賣家的角度-管理意涵 51
5.1.2.3. 綜合所有樣本-管理意涵 51
5.2 研究限制 52
5.3 未來研究方向 52
參考文獻 53
附錄:正式問卷 57
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