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研究生:張家瑄
研究生(外文):CHANG, CHIA-HSUAN
論文名稱:探討網路購物退換貨體驗對顧客忠誠度影響:從SOR模式
論文名稱(外文):The Influence of Online Shopping Return and Exchange Experience on Customer Loyalty: The Perspective of SOR Model.
指導教授:張俊民張俊民引用關係
指導教授(外文):CHANG, CHUN-MING
口試委員:張俊民顏嘉惠吳雅鈴
口試委員(外文):CHANG, CHUN-MINGYEN, CHIA-HUIWU, YA-LING
口試日期:2022-05-06
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
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:2022
畢業學年度:110
語文別:中文
論文頁數:99
中文關鍵詞:SOR模式退換貨服務公平理論情緒顧客信任顧客忠誠度
外文關鍵詞:SOR ModelReturn /Exchange PolicyFairnessEmotionCustomer TrustCustomer Loyalty
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線上購物是一種常見的全球性活動,與線下實體店相比,線上購物對客戶來說更加方便。消費者可以直接在線上下單後透過信用卡、轉帳、或是便利商店代碼繳費方式完成付款,然後等貨物宅配到家中。在消費意識抬頭並且競爭激烈的現代環境中,零售商致力滿足消費者的需求並提供優質的客戶服務,以提高消費者的忠誠度,而提供產品退換貨服務能夠降低購物風險因此能夠吸引消費者。過去的研究中主要針對顧客忠誠度探討服務失誤或服務補救後的影響,較少去了解到退換貨服務對顧客忠誠度的影響。本研究使用SOR模式探討退換貨的體驗刺激顧客情緒和信任最後對顧客忠誠度的影響,並用PLS+SPSS做分析。
本研究採用問卷調查法,透過Instagram、We Chat、Facebook、Line與各大網路社群媒體蒐集資料,本研究假設如下:1.逆物流體驗對顧客情緒的影響 2.顧客情緒對顧客信任的影響 3.顧客情緒對顧客忠誠度的影響 4.顧客信任對顧客忠誠度的影響,本研究總共回收422份問卷,其中無效問卷為59份,有效份數為363份。
本研究實證結果顯示:程序公平與價格公平對正向情緒有正向影響,程序公平與互動公平對負向情緒有負向影響;正向情緒對顧客信任與顧客忠誠度有正向影響;負向情緒對顧客信任有負向影響;顧客信任對顧客忠誠有正向影響。
Online shopping has provided a convenient channel for customers to purchase the products they need from anywhere. However, in the increasingly competitive online shopping market, the main concern for online sellers is provide quality services to meet the needs of customers to increase customer loyalty. Among the customer service strategies, the return / exchange policy is one of the critical tools for most sellers to gain a competitive advantage in the e-market place. Although previous customer loyalty research has examined the impact of service failure recovery on customer loyalty, few studies have been done to test the linkage between return / exchange policy and customer loyalty. This study uses the SOR model to develop a research model to examine whether return / exchange policy experience (perceived fairness) can impact customers’ emotion and trusting belief, which in turn impact customer loyalty.
Data collected from 363 online customers with product return / exchange experience were invited to participate in this survey. The results of analysis reveal that procedural fairness, and price fairness have positive and significant impacts on positive emotion, while procedural fairness and interaction fairness have negative and significant effects on negative emotion. The results also show that positive emotion exerts a positive influence on trust, whereas negative emotion impact trust negatively. Finally, the results report that positive emotion and trust are the predictors of customer loyalty.

目錄 I
圖 目 錄 V
表 目 錄 VI
第壹章 緒論 1
第一節、研究背景 1
第二節、研究動機 6
第三節、研究目的 7
第四節、研究範圍與步驟 8
第貳章 文獻探討 9
第一節、服務失誤 9
第二節、服務品質 12
第三節、退換貨服務 15
第四節、SOR 模型 18
第五節、公平理論 20
一、程序公平 21
二、價格公平 22
三、互動公平 23
第六節、情緒 24
第七節、顧客信任 26
第八節、顧客忠誠度 28
第參章 研究設計與方法 30
第一節、研究架構 30
第二節、研究假設 31
第三節、問卷設計 34
第四節、資料收集方法 40
第肆章 實證分析與假設檢定 41
第一節、基本資料統計分析 41
一、 性別 41
二、 年齡 42
三、 教育程度 43
四、 職業 44
五、 平均月收入 45
六、 平均每月使用線上購物次數 46
七、 最近一次使用線上購物後有退/換貨經驗的網站 47
八、 最近一次辦理線上購物退/換貨時間 48
第二節、統計分析 51
一、測量模式分析 52
二、結構模式分析 58
第三節、假設檢定 59
第伍章 結論與建議 63
第一節、研究結果 63
第二節、研究意涵 66
第三節、實務意涵 67
第四節、研究限制 68
參考文獻 69
(一)中文文獻 69
(二)英文文獻 71
附錄:研究問卷 87

圖 目 錄
圖1- 1 台灣2017-2020上半年零售業網路銷售額 2
圖1- 2 全球電子商務2022-2025預測銷售額 4
圖1- 3 富邦媒/網家/創業家 2020 Q1 與 2021 Q1對比 5
圖1- 4 研究流程圖 8
圖3- 1 研究模式圖 30
圖4- 1 樣本受測者性別分佈圖 41
圖4- 2 樣本受測者年齡分佈圖 42
圖4- 3 樣本受測者教育程度分佈圖 43
圖4- 4 樣本受測者職業分佈圖 44
圖4- 5 樣本受測者平均月收入分佈圖 45
圖4- 6 樣本受測者平均每月使用線上購物次數分佈圖 46
圖4- 7 樣本受測者最近一次使用線上購物後有退/換貨經驗的網站分佈圖 47
圖4- 8 樣本受測者最近一次辦理線上購物退/換貨時間分佈圖 48
圖4- 9 PLS驗證之結果 61

表 目 錄
表1- 1 研究前訪談退/換貨流程消費者在意的因素 6
表3- 1 程序公平衡量問項表 34
表3- 2 價格公平衡量問項表 35
表3- 3 互動公平衡量問項表 36
表3- 4 情緒衡量問項表 37
表3- 5 顧客信任衡量問項表 38
表3- 6 顧客忠誠度衡量問項表 39
表4- 1 基本資料統計 49
表4- 2 各構面之信效度分析 54
表4- 3 各構面間區別效度之分析結果 57
表4- 4 結構模式之研究假設檢定結果 62


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