臺灣博碩士論文加值系統

隨著網路科技的發展，網路購物市場的競爭也日趨激烈，為了要讓企業在網路市場上永續經營，購物商家必須了解如何提升消費者滿意度，進而增進消費者再購的意願，因此本研究以「期望不確認理論」為基礎，探討商家在發生服務失效後的補償措施是否能有效的彌補消費者的損失，並且以「公平理論」探討不同構面的補償方式對於消費者滿意度的影響，此外本研究還連結了「雙因子理論」及「公平理論」探討不同構面的補償方式之間的交互作用。
本研究採用情境閱讀及問卷法蒐集樣本共305份，並進一步分析驗證模型假說。研究結果顯示，服務失效補償的滿意度和消費者對於分配公平的期望是否被確認有顯著的關係，而對於補償措施中其他的構面，如:程序公平和互動公平，消費者則是直接評估它們的補償表現而決定其滿意度。此外，研究結果發現當商家的補償措施滿足消費者對分配公平的期望後，更增強了互動公平與滿意度之間的正向關係，此結果支持了本研究從「雙因子理論」為基礎，對「公平理論」的相關推論。

This research extended expectancy-disconfirmation theory to examine the effects of distributive, interactional, and procedural justice on consumers’ satisfaction of service failure recovery. Besides, the research identified the justice based on Herzberg’s dual factor theory to examine the impact of interaction between different dimensions of justice to satisfaction. In order to test the hypotheses, the twelve scenarios were created which described the service encounter and the service recovery provided by online retailer. Subjects were asked to read a scenario and responded the questions according to the case. The quantitative analysis showed the results that distributive justice disconfirmation has the significant effect on satisfaction. However, for procedural justice and interactional justice, satisfaction is related with their perception performance. Furthermore, a significant moderate effect of distributive justice disconfirmation to the relationship between interactional justice perception and satisfaction support our argument of justice identification, that is distributive justice is a performance factor, while interactional justice is a motivation factors, and procedural justice is a hygiene factor in relationship with satisfaction.

CHAPTER 1 INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objective 4
1.3 Research Procedure 6
1.4 Structure of the Research 6
CHAPTER 2 LITERATURE REVIEW 8
2.1 Service Failure and Recovery 8
2.2 Justice Theory 11
2.3 Expectation Disconfirmation Theory 19
CHAPTER 3 RESEARCH MODEL AND HYPOTHESES 26
3.1 Research Model 26
3.2 Hypotheses Development 28
CHAPTER 4 RESEARCHMETHODALOGY 34
4.1 Constructs and Measurement 34
4.2 Data Collection Process 38
4.3 Sample 39
CHAPTER 5 DATA ANALYSIS AND DISCUSSION 42
5.1 Measurement Model Test 42
5.2 Structural Model Test 48
5.3 Discussion 52
CHAPTER 6 CONCLUSIONS 57
6.1 Conclusion 57
6.2 Academic Implications 60
6.3 Practical Implications 61
6.4 Limitations and Suggestions for Future Study 63
REFERENCE 65
APPENDIX A 71
APPENDIX B 75

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