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研究生:陳鏡堯
研究生(外文):Ching-Yao Chen
論文名稱:網站服務失誤補救公平性對再惠顧意向與品牌權益影響之研究-兩岸三地比較
論文名稱(外文):A study on the impact of online shopping service recovery fairness on customer repurchase intention and brand equity -Evidence from Taiwan,Hong Kong and Mainland China
指導教授:鍾從定鍾從定引用關係
指導教授(外文):Tsungting Chung
學位類別:博士
校院名稱:國立雲林科技大學
系所名稱:企業管理系博士班
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:2013
畢業學年度:101
語文別:中文
論文頁數:120
中文關鍵詞:調節效果網站服務服務補救品牌權益信任情感依附
外文關鍵詞:emotional attachmenttrustservonline stores
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虛擬通路商有別於一般實體通路商的特質,面對競爭日益激烈的線上購物市場,在購物網站的顧客關係管理中,維持及創造顧客對一購物網站的信任關係,能夠正面影響顧客知覺價值,進而有效維繫顧客忠誠度,強化網站品牌權益,如此,才能建立企業的持久性競爭優勢。本研究以關係行銷觀點探討在線上購物網站的服務補救情境之下,服務補救公平性─品牌權益之影響模式,認為原來十分信任該購物網站的顧客會受到知覺服務補救公平性而影響到其既有的知覺價值及情感依附,進而對購物網站的品牌權益產生影響。並以依附理論及公平理論以建構整合式的購物網站消費者心理上的態度變化及行為模式。
研究過程以中國大陸、香港、台灣三個地區為抽樣母體,有效回收問卷達成775份問卷。再利用調查研究法以成分基礎的線性結構模式分析法(component-based structural equation modeling, CBSEM)針對回收之問卷,進行資料分析與模型驗證。研究希望能釐清在信任、價值、滿意度與忠誠度等構面相互均有顯著相關性。研究發現信任是影響知覺價值、情感依附的最重要的因素;同時信任也會透過價值來影響品牌權益,證實知覺價值與情感依附具有中介變數效果;另在服務補救過中,服務補救公平性認知對於知覺價值及品牌權益之闗係有正向影響,而顧客情感依附與品牌權益之關係可能因服務補救公平性認知而減弱。
This research framework is based on the context of e-service recovery, and emphathizes emotional attachment to discuss the influences on the customers repurchase intentions and brand equity of online stores. It examines how customer perceived trust, emotional attachment perceived value, and service recovery fairness influence customer brand equity. This study aims to highlight the potential impact of customer emotional attachment and the effect of service recovery fairness in the context of online stores’ service recovery. Analyses of the data collections were from China, Hong Kong, and Taiwan. The findings indicate that trust is the most important factor that influence perceived value, emotional attachment; meanwhile, trust can influence on brand equity through value, which implies that perceived value and emotional attachment have mediating effect. In addition, the perception of service recovery fairness has positive impact on the relationship between perceived value and brand equity. However, the relationship between customer emotional attachment and brand equity can be mitigated by the perception of service recovery fairness. Furthermore, Chinese customer are found to be easily influenced by the emotional bond with shopping site, which implies that the role of service recovery fairness may not effectively strengthen brand equity.
摘要 i
Abstract ii
目錄 iii
表目錄 v
圖目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 3
第二章 文獻回顧 6
第一節 服務失誤 6
一、 服務失誤型態分類 6
二、 服務補救公平性 10
三、 服務補救與知覺公平 10
四、 顧客滿意度、服務補救與補救矛盾之現象 11
五、 服務補救措施對顧客滿意度之影響 13
第二節 情感依附理論 13
第三節 品牌忠誠度 16
一、 品牌忠誠度 16
二、 再惠顧意願 18
三、 信任 19
第四節 網站品牌權益 21
第五節 研究假說 28
第三章 研究方法 33
第一節 研究計量分析方法 33
一、 SEM vs PLS 33
二、 反映模式與形成模式 36
三、 調節效果的資料分析 39
第二節 問卷設計 41
一、 問卷設計 41
二、 問卷內容效度 44
第三節 樣本資料回收 45
一、 研究樣本估算 45
二、 資料蒐集 46
三、 問卷回收與樣本特徵 48
第四章 實證結果 51
第一節 問卷測量變數統計值 51
一、 服務補救公平性及服務滿意度 51
二、 網站信任 53
三、 網站的再惠顧意願 53
四、 網站品牌因素 54
五、 網站情感依附因素 56
第二節 測量模式 57
第三節 研究變項的徑路效果 63
第四節 研究之調節效果檢定 66
一、 整體資料之調節效果 66
二、 台灣地區之調節效果 69
三、 香港地區之調節效果 72
四、 大陸地區之調節效果 75
第五節 實證分析結果小結 78
第五章 結論 81
第一節 討論 81
一、 服務補救公平性的外在變項 81
二、 服務補救的影響變項 82
三、 品牌權益鏈變項 82
第二節 研究貢獻 85
一、 學術貢獻 85
二、 實務貢獻 86
第三節 研究限制與未來研究方向 87
一、 研究限制 87
二、 未來研究方向 88
參考文獻 90
附 錄 108
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