题名

以期望理論及公平理論探討線上服務失誤補救

并列篇名

Applying Expectation Theory and Justice Theory for Online Service Failure Recovery

DOI

10.6188/JEB.2013.15(3).03

作者

李家瑩(Chia-Ying Li)；方郁惠(Yu-Hui Fang)；吳柏勳(Bo-Shiun Wu)

关键词

線上服務失誤補救 ； 期望符合 ； 認知公平 ； 失誤歸因 ； Online service failure recovery ； expectation-confirmation theory ； perceived justice ； failure attribution

期刊名称

電子商務學報

卷期/出版年月

15卷3期（2013 / 09 / 01）

页次

367 - 388

内容语文

繁體中文
中文摘要

網路購物已成為常見的消費者購物管道，在無法直接面對面的交易環境下，形成與實體通路較不一樣的服務型態。本研究以期望符合理論為基礎，納入認知公平及補救歸因，探討網路購物服務失誤型態與補救，對於顧客滿意度與再購意願的影響，並且將轉換成本之干擾效果進行探討。研究結果顯示，失誤歸因對顧客期望有正向影響，但卻不影響補救後滿意度；認知公平對補救績效及補救後滿意度有正向影響。此外，服務補救績效對期望符合有顯著影響，但顧客期望對期望符合有負向影響；期望符合會影響補救後滿意度，進而提升再購意願。再者，轉換成本會干擾補救後滿意度與再購意願間關係。
英文摘要

Online shopping has become a quite popular phenomenon. Without face-to face communication, service recovery for online service providers becomes difficult. This study develops a framework which integrates expectation-confirmation theory and equity theory, and includes switching cost as a moderator for the influence of satisfaction on repurchasing intention. The results indicate that service recovery has a positive influence on expectation confirmation and perceived justice. Customer expectation has a negative impact on expectation confirmation. Service failure attribution has a positive impact on customer expectation, but does not impact satisfaction. Perceived justice and expectation confirmation have influences on satisfaction, and satisfaction in turn leads to repurchasing intention. Switching costs, moderate the relationship between satisfaction and repurchasing intention.
主题分类 人文學 > 人文學綜合
基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 社會科學綜合
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被引用次数
  1. 董信煌、辛憶如(2016)。知覺補救、顧客滿意度與再購意願之研究－以網購配送服務失誤為例。行銷評論，13(2)，129-159。
  2. 韓揚銘、范錚強、邱建達、周至宏(2017)。行動排隊服務對消費者排隊心理影響之研究。電子商務學報，19(2)，205-238。
  3. 劉夢曉(2017)。負面在線評論和商家反饋對消費者購買意願的影響研究。電子商務學報，19(1)，83-116。
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