網路奧客行為之認知影響因素研究 — 以電商與網購從業人員為例

隨著全球電子商務規模急遽擴張，近年來台灣電商與網購市場迅速崛起，能夠創造不少商機與收益，各年齡層投入此行業的人數也逐年提升，不同與以往服務業型態，電商與網購交易皆是利用網路與顧客互動，在非面對面的狀況下，與顧客間可能產生較多的不確定性及問題狀況，其中偏向於負面顧客類型的「奧客」，進而也造成賣家及從業人員不小的麻煩；本研究旨在探討，在情緒勒索、同理心與利己主義各構面程度下，電商與網購業者及從業人員對於奧客行為認知的影響。本研究在文獻探討的部份，針對情緒勒索、同理心及利己主義與奧客進行相關文獻回顧，以此奠定本研究基礎，並提出研究架構與假說。在前測部份，共蒐集十五則電商與網購中奧客案例，再進行各案例平均數及標準差之計算與分析，藉此找出高、中、低不同程度的奧客案例情境，以供給正式問卷使用。而正式問卷主要以網路問卷形式發放，總計共回收220份問卷，其中有效問卷210份，回收率為95.6%。本研究針對有效問卷首先進行敘述性統計分析，以瞭解樣本資料分布情形，接著經由各構面題項之信度分析確立分析指標，最後進行迴歸分析瞭解變數間的關係等，驗證研究假說是否成立。本研究結果如下：一、情緒勒索會影響奧客行為認知部分成立二、同理心會影響奧客行為認知部分成立三、利己主義會影響奧客行為認知部分成立本研究根據以上研究結果，提出以下建議：一、電子商務及網購業的蓬勃發展，需瞭解顧客特性及掌握與顧客相處模式二、針對電商與網購之業者及從業人員，應時刻保有專業度並提升判斷能力三、服務業對同理心應該要有新的看法，是否因「奧客」而產生改變四、針對電商與網購之業者及從業人員，必須提前詳細瞭解當「奧客行為」發生可能產生的影響

關鍵字

奧客；情緒勒索；同理心；利己主義

並列摘要

With the rapid expansion of global e-commerce, In Taiwan e-commerce and online shopping markets have risen rapidly in recent years, creating many business opportunities and revenues. The number of people of all ages entering this industry has also increased year by year. Different from the previous service industry type, e-commerce and online shopping transactions use the Internet to interact with customers. Under non-face-to-face situations, there may be more uncertainties and problem situations with customers, of which the preference is for negative customer types " difficult customer" .In addition, it also caused a lot of trouble for sellers and practitioners; this study aims to explore the impact of e-commerce, online shopping, and practitioners on the perception of the behavior of difficult customer under various aspects of emotional blackmail, empathy, and egoism. In the part of the literature discussion, the research carried out a literature review on emotional blackmail, empathy, egoism and difficult customer, in order to lay the foundation of this research, and put forward the research framework and hypothesis. In the pre-test section, a total of 15 e-commerce and online shopping difficult customer cases were collected, and then the average and standard deviation of each case were calculated and analyzed, this is to find out the high-, medium-, and low-level cases of the difficult customer case for use in the formal questionnaire. The formal questionnaires are mainly distributed in the form of online questionnaires. A total of 220 questionnaires have been collected, including 210 valid questionnaires, with a recovery rate of 95.6%. This study first conducts a descriptive statistical analysis on the effective questionnaire to understand the distribution of sample data, then establishes the analysis index through the reliability analysis of each facet item, and finally performs regression analysis to understand the relationship between variables. The results of this study are as follows: 1. Emotional blackmail will affect the recognition of the behavior of the difficult customer. 2. Empathy will affect the recognition of the behavior of the difficult customer. 3. Egoism will affect the recognition of the behavior of the difficult customer.