網路購物中服務補救、信任修復與顧客購後行為關係之研究

隨著使用網路人口不斷增加，網路已成為現今銷售的重要「虛擬」通路，如何在競爭激烈的環境中與顧客維持長久的關係，成為網路經營者關切的課題。相較於實體店鋪，網路購物的不確定性高，服務失誤發生的機率高，當服務失誤發生時如何補救影響著消費者的口碑及再購意願等購後行為。本研究以網路購物為背景，探討知覺公平與服務補救後滿意度的交互作用對於顧客信任、口碑與再購意願的影響，並以顧客性別的差異度探討與補救後滿意度之間關聯性。本研究以實驗設計蒐集資料，並透過變異數分析及迴歸分析探討知覺公平、服務補救後滿意度、顧客信任、口碑、再購意願間之關係與性別扮演的干擾效果。研究結果發現知覺公平顯著影響補救後滿意度，且顧客性別具有干擾效果，而因補救後滿意度產生之信任亦會影響口碑傳播及再購意願。因此，服務提供者若能在服務失誤後提供適當補償，將有效提升服務補救滿意度、信任以及顧客的購後行為。

關鍵字

知覺公平；服務補救；信任；口碑；再購意願；網路購物

並列摘要

This study aims to investigate the effects of interaction between the perception of fairness and satisfaction after service recovery on customers' trust, word of mouth and repurchase intention in on-line shopping environment. Also, the study explores whether difference of customer gender is relevant to the satisfaction degree after recovery. The results show: the perception of fairness influences satisfaction after service recovery significantly, and customer gender with interference effect upon the perception of fairness and satisfaction after service recovery. Furthermore, the satisfaction after recovery will generate trust and will influence word of mouth and repurchase intention.

並列關鍵字

perceived justice ； service recovery ； trust ； word-of-mouth ； repurchasing intentions

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