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研究生:莊麗貞
研究生(外文):Li-jen Chuang
論文名稱:從心理契約違背觀點探索網路購物服務失效補救
論文名稱(外文):Understanding online shopping service failure recovery froma psychological contract violation perspective
指導教授:徐士傑徐士傑引用關係
指導教授(外文):Hsu Shih-Chieh
學位類別:碩士
校院名稱:國立中山大學
系所名稱:資訊管理學系研究所
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:2014
畢業學年度:102
語文別:中文
論文頁數:70
中文關鍵詞:心理契約違背失誤歸因服務失效補救負面口碑知覺公平再購意願
外文關鍵詞:service failure recoveryfailure attributionperceived justicepsychological contract violationrepurchasing intentionsnegative word-of-mouth
相關次數:
  • 被引用被引用:7
  • 點閱點閱:553
  • 評分評分:
  • 下載下載:213
  • 收藏至我的研究室書目清單書目收藏:1
隨著資訊科技的進步,網路人口不斷增加,網路購物已成為消費者重要的購物管道之一。雖然交易過程難免有失誤發生,但相較於於實體通路,網路購物缺乏面對面接觸,不確定性更高。一但服務失誤發生,網路經營者必須提供必要的服務補救措施,來降低消費者不滿意以及提高消費者的再購意願。因此,服務失效補救成為現今網路經營者十分重要的課題。本研究以網路購物服務失效補救為背景,從心理契約違背的觀點,探索影響消費者對服務補救認知公平性的因子及對其後續消費行為之影響。並更進一步找出認知公平到心理契約違背的干擾因子。本研究採網路問卷方法,研究對象為曾遇過服務失效與補救事件的網路購物消費者,有效問卷共188份,並進行假說驗證。運用PLS分析後,影響顧客對服務補救後的認知公平性的因素包括:顧客貢獻度、交易條款明確度、廣告真實度及顧客過去遇過服務失效交易經驗,且顧客心理契約違背感會提高顧客的負面口碑傳遞及降低再購意願。除此之外,失誤歸因對顧客心理契約違背感有干擾效果。本研究依據上述發現,提出具體的理論與實務意涵以及未來研究建議。

關鍵詞:服務失效補救、知覺公平、心理契約違背、失誤歸因、負面口碑、再購意願
Shopping online has become one of the popular ways for consumers to purchase merchants. However, service failures cannot be completely excluded during this process. When service failure takes places but according recovering action cannot satisfy customers in an online selling context, consumers may switch to competitors who are just a click away. Therefore, the recovery of service failure is a critical issue for online service providers. Addressing on this issue, this study adopts psychological contract violation perspective to explore the antecedents and consequences of service failure and recovery encounters. This study further explores the moderating effect of attribution, interactional justice and procedural justice on service failure violation. The model and relationship were tested and validated by using data collected from 188 online shoppers who have encountered service failure and made complaint. The results show that consumer contribution, policy declaration, advertisement truthfulness and consumers'' purchase history determine consumers'' perceived justice after service recovery. The attribution of service failure moderates the link between consumers'' perceived justice after service recovery and psychological contract violation. Moreover, psychological contract violation significantly affects negative word-of-mouth and repurchasing intention.
Keywords: Service failure recovery, perceived justice, psychological contract violation, failure attribution, negative word-of-mouth, repurchasing intentions
論文審定書 i
摘要 ii
Abstract iii
圖目錄 v
表目錄 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 2
第二章 文獻探討 4
第一節 服務失效與補救 4
第二節 知覺公平理論 6
第三節 心理契約違背 8
第三章 研究方法 17
第一節 研究架構 17
第二節 研究假說 19
第三節 操作性定義及衡量 25
第四節 研究設計 29
第四章 實證分析 31
第一節 樣本基本資料分析 31
第二節 模型與假說驗證 34
第五章 結論及建議 45
第一節 研究結果 45
第二節 意涵及未來研究方向 47
第三節 研究限制 48
參考文獻 50
附錄:本研究正式問卷 57
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