現今拜資訊科技的普及化以及上網人口數的穩定成長之賜，網路購物
如今已成為了相對於傳統實體通路外，另一條重要的「虛擬」銷售通路；
而在競爭激烈的環境下，如何與顧客維持長久的關係，已成為網路經營者
關切的課題。在過去服務補救背景文獻中，多著重於研究知覺公平或顧客
歸因對補救後滿意度影響，在研究顧客性別對服務補救影響之文獻卻是不
足。因此，本研究以網路購物為背景，探討知覺公平與服務補救後滿意度
的交互作用對於顧客信任、口碑與再購意願的影響，並以顧客性別的差異
度探討與補救後滿意度有無之間關聯性。
本研究對象挑選為具有網路購物經驗的消費者，採用(高、低補償)×2(回
應速度快、慢)×2(有、無道歉)三因子實驗設計，以問卷的方式蒐集資料；
並透過使用統計軟體進行統計分析、信度分析、迴歸分析以及變異數分析
等方法，實證探討各構面之因果關係，並從中瞭解其意涵。
其研究結果發現：知覺公平顯著影響補救後滿意度，且顧客性別對知
覺公平與補救後滿意度間之關係具有干擾效果，亦即當服務補救屬於高分
配公平時，女性消費者族群其補救後滿意度會高於男性消費者族群；若當
服務補救屬於高程序公平或是高互動公平時，男性消費者族群其補救後滿
意度會高於女性消費者族群。再者補救後滿意度所產生的信任度會影響口
碑傳播及再購意願，即當補救後滿意度越高，相對信任度也越高，顧客從
事正面口碑之傳播及再購意願也會因此提高。
關鍵字：知覺公平、服務補救、信任、口碑傳播、再購意願

Today, thanks to the popularization of information technology and the steady growth of
online population, online shopping has become another important “virtual” sale channel in
comparison with traditional concrete channels. In such highly competitive environment, how
to maintain long-term relationship with customers has become a concerned subject of
network operators. In the past literatures of service recovery contexts, most of them
emphasized in researching the effects of the perception of fairness or customer attribution on
satisfaction degree after recovery; literatures on the effects of customer gender on service
recovery are inadequate. Therefore, by means of online shopping as background, the study
explores the effects of interaction between the perception of fairness and satisfaction degree
after service recovery on customer trust, word of mouth and repurchase intention; also, the
study explores whether difference of customer gender is relevant to the satisfaction degree
after recovery.
The study chooses people with online shopping experience as research objects, takes the three
factors experimental design (high and low compensation)x2(quick and slow response
speed)x2(with and without apology) and collects data by questionnaire; also, the study
proceeds statistical analysis, reliability analysis, regression analysis, variance analysis and so
on through statistical software, uses evidence to explore the causal relationship among
various dimensions, and learns about its meanings.
The results show: the perception of fairness influences satisfaction after service recovery
significantly, and customer gender with interference effect upon the perception of fairness
and satisfaction after service recovery; that is to say when the service recovery is a high
distributive justice, the female consumer group’s satisfaction after recovery will be higher
than the male consumer group’s; and, when the service recovery is a high procedural fairness
or high interactive justice, the male consumer group’s satisfaction after recovery will be
higher than the female group’s. Furthermore, the satisfaction after recovery will generate trust
and will influence word of mouth and repurchase intention; in another words, the higher
satisfaction after recovery the higher trust, then through the positive word of mouth, and then
the repurchase intention will therefore increase.
Keywords: Perceived justice, Service recovery, trust, Word-of-Mouth, Repurchasing
intentions

致謝 ii
摘要 iii
目錄 v
圖目錄 vii
表目錄 viii

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程與步驟 4
第二章　文獻探討 6
第一節　服務補救 6
第二節　公平理論 13
第三節 信任 17
第四節　購後行為意願 22
第五節 小結 27
第三章　研究設計與方法 29
第一節　研究架構 29
第二節 研究假設 30
第三節　變數之操作性定義與衡量 34
第四節　研究設計 39
第五節　問卷與抽樣設計 40
第六節 資料分析方法 40
第四章　資料分析 42
第一節　敘述性統計分析 42
第二節　信度分析 43
第三節　調節變項之分析 44
第四節　迴歸分析 48
第五章 結論與建議 51
第一節 結論 51
第二節 管理意涵 55
第三節 研究限制 56
第四節 研究建議 57
參考文獻 59
附錄一 實驗情境 67
附錄二 問卷 70

圖目錄
圖1.1 研究流程 5
圖2.1 信任機制初步架構 21
圖2.2 鍾育明信任架構 21
圖3.1 研究架構圖 30
圖4.1 分配公平與顧客性別之交互作用 45
圖4.2 程序公平與顧客性別之交互作用 46
圖4.3 互動公平與顧客性別之交互作用 47

表目錄
表2.1 服務補救定義 7
表2.2 服務補救重要文獻演進 9
表2.3 服務補救滿意度文獻彙整 12
表2.4 信任定義相關文獻 18
表2.5 口碑傳播定義相關文獻 23
表2.6 再購意願定義相關文獻 26
表3.1 研究假設 31
表3.2 服務失誤之情境操弄 34
表3.3 知覺公平之問項衡量 36
表3.4 補救後滿意度之問項衡量 37
表3.5 信任之問項衡量 37
表3.6 口碑傳播之問項衡量 38
表3.7 再購意願之問項衡量 38
表4.1 樣本之資料表 42
表4.2 信度衡量表 43
表4.3 四因子變異數分析表 44
表4.4 信任之迴歸分析 48
表4.5 口碑傳播之迴歸分析 49
表4.6 再購意願之迴歸分析 50
表5.1 研究假設檢定結果一覽表 51

參考文獻

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三、網路資源
行政院主計處-主計處統計專區
http://www.dgbas.gov.tw/np.asp?ctNode=2824 。