本研究以具有網路下單服務失誤經歷的顧客為研究對象,並以服務失誤與服務補救的角度來探討網路下單發生的服務失誤及對於顧客的服務補救措施,是否對於顧客的補救後的滿意度與後續行為意圖造成影響;而服務失誤歸因對於顧客的滿意度與行為意願是否會有影響。本研究主要以結構方程模式(SEM)透過LISREL8.54統計軟體分析來驗證各相關變數間之因果關係,總計回收有效問卷592份,研究結果發現: (一)顧客所認知的網路下單服務失誤對於顧客採取抱怨行為與網路下單的服務補救措施有正向的影響 (二)顧客所採取抱怨行為對於網路下單的服務補救措施有正向的影響。 (三)顧客所認知的網路下單服務補救措施對於服務補救後顧客的滿意度有正向的影響。 (四)服務補救後顧客所認知的滿意度與網路下單的再使用意願間有正向的關係。 (五)顧客所認知的網路下單服務失誤可歸因於網路下單經營者時,愈需要網路下單的服務補救措施。
The study based on service failure/ recovery to discussion service recovery after e-trading service failure, which is impact of user’s satisfaction with service recovery and behavioral intention. And the study defined the customer who has e-trading service failure experience as the object of study. Moreover, we will also to discussion the attribution of service failure how to impact user’s satisfaction with service recovery and behavioral intention. The main research method is structural equation modeling (SEM) and using the LISREL8.54 as statistical tools for analyzing the causal relationship between variables and 592 valid questionnaires. The results of our analysis are summarized in the following points: 1.The consumer perceptions of E-Trading service failure for the customer complain behavior and E-Trading service recovery have positive effects. 2.The customers complain behavior for the E-trading service recovery has positive effects. 3.The consumer perceptions of E-Trading service recovery for the customer satisfaction with service recovery have positive effects. 4.There have positive effects between E-Trading service recovery influence on customer satisfaction and the reuse intentions. 5.If the consumer perceptions of E-Trading service failure can be attributed to operator, they need more service recovery.