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研究生:詹玉瑜
研究生(外文):Yu-Yu Chan
論文名稱:網路消費延遲下的服務補救策略對顧客滿意度與再購意願之影響
論文名稱(外文):The Impact of Service Recovery Strategies on Customer Satisfaction and Repurchase Intention During Online Consumption Delay
指導教授:耿慶瑞耿慶瑞引用關係
口試委員:江啟先陳建丞
口試日期:2011-12-09
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系碩士班
學門:商業及管理學門
學類:企業管理學類
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:115
中文關鍵詞:消費延遲服務補救內外控人格特質網路口碑
外文關鍵詞:Consumption DelayService RecoveryLocus of Controlelectronic Word-of-Mouth
相關次數:
  • 被引用被引用:3
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消費延遲在網路購物來說是一個很難避免的事件,Keaveney(1995)指出造成顧客不願再光顧的原因主要是服務失敗所導致。這時服務補救策略就很重要。本研究分兩階段進行,欲探討不同的服務補救策略的效果,在第一階段中搭配不同的服務補救方式。由道歉、口碑展示的有無、補救內容的種類構成八種服務補救策略,探討顧客的滿意度與再購意願,選出滿意度與再購意願均佳的策略進入第二階段,分別是《道歉+優惠券+展示口碑》與《道歉+高相關物品+展示口碑》,並在第二階段中加入延遲頻率與內外控人格特質,作為干擾變數。
研究結果發現:(a)搭配口碑與實質補償的策略對滿意度與再購意願有較佳的影響;(b)在延遲頻率高的情況下,口碑展示並給予實質補償的策略,能增加消費者的滿意度與再購意願;(c)在人格特質的部分,研究發現人格特質對於《道歉+優惠券+展示口碑》的策略並無干擾效果,而對於《道歉+高相關物品+展示口碑》的策略,外控人格特質的顧客在延遲的情況下,給予口碑與實質補償的策略可增加顧客的滿意度與再購意願。


Consumption delay is hard to avoid on Internet shopping. Keaveney(1995)pointed out that the main reason to force consumers don’t purchase anymore is service failure. And service recovery strategy at this time. There are two phases in the study. The main study discussed different service recovery strategies effect. The first stage discussed how different service recovery strategies including aplolgize, eWOM display, and recovery contents influence consumers’ satisfaction and repurchase intention. In the second stage, add delay frequency and locus of control as moderated variable.
Results reveal that (a) service recovery strategies with eWOM and substance have better influence on satisfaction and repurchase intension; (b) under high delay frequency condition, recovery strategies with WOM and substance enhance subjects’ satisfaction and repurchase intention; (c) when consumers with External locus of control, recovery strategies with WOM and high-related substance enhance subjects’ satisfaction and repurchase intention.


摘要 i
ABSTRACT ii
致謝 iii
目錄 v
表目錄 viii
圖目錄 x
第一章 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 5
第二章 文獻探討 6
2-1消費延遲 6
2-2服務補救 14
2-2-1服務補救的定義 14
2-2-2服務補救的類型與程度 15
2-3口碑行為 17
2-3-1口碑 17
2-3-2口碑的定義 18
2-3-3口碑傳播行為動機 18
2-3-4網路口碑 19
2-4服務補救之影響層面 20
2-4-1再購意願 20
2-4-2滿意度 21
2-5內外控人格特質 22
第三章 研究方法 24
3-1研究架構 25
3-2研究假說 26
3-2-1第一階段 27
3-2-2第二階段 31
3-3實驗設計 35
3-3-1樣本與產品選擇 35
3-3-2補償商品選擇 39
3-3-3實驗步驟 41
3-4研究變數定義與衡量 44
3-4-1產品正面口碑 44
3-4-2滿意度與再購意願 47
3-4-3延遲頻率 49
3-4-4內外控人格特質 49
第四章 資料分析 51
4-1樣本結構描述 51
4-2信效分析與隨機性 53
4-2-1信度與效度 53
4-2-2隨機性 54
4-3假說驗證:第一階段 56
4-4假說驗證:第二階段 62
4-4-1 架構一假說驗證 62
4-4-2架構二假說驗證 69
4-5綜合討論 76
第五章 結論與建議 77
5-1研究結論 77
5-1-1 不同服務補救策略 79
5-2-2 延遲頻率與內外控人格特質對滿意度與再購意願的干擾 80
5-2理論與實務意涵 81
5-3研究限制與未來研究建議 82
參考文獻 84
附錄一 前測問卷(一) 93
附錄二 前測問卷(二) 96
附錄三 前測問卷(三) 98
附錄四 正式問卷(第一階段) 102
附錄五 正式問卷(第二階段) 103
附錄六 實驗網站 105


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