探討認知公平、補救後滿意度與信任影響之研究： 以網路購物為例

隨著行動科技的進步，網路逐漸成為現代消費者購物的重要通路，由於在網路購物環境下，消費者無法實際接觸商品，使得網路購物與在實體通路下服務失誤的情況有極大的差異，如何利用有效的服務補救策略來進行失誤更正並提升補救後滿意度，成為網站業者非常重要的議題。有鑒於此，本研究以認知公平為理論基礎，探討購物網站失誤類型與業者所提供補救策略對顧客認知公平之影響，接著探討認知公平與補救後滿意度之關係，以及此關係是否會受到品牌權益之調節作用，與補救後滿意度對信任的直接相關。本研究採用情境模擬法，依據服務失誤類型與補救策略之不同共分為二十個實驗情境。以問卷統計調查來分析結果，問卷對象以曾有過網購經驗者為主，共計發放400份問卷，回收334份有效問卷，有效問卷回收率為83.5%，並使用結構方程模式來驗證假說。研究結果顯示如下： 1. 在認知公平方面，分配公平及互動公平對補救後滿意度具有顯著影響關係，程序公平對補救後滿意度影響不顯著。 2. 在補救後滿意度方面，補救後滿意度對信任具有顯著影響。 3. 在品牌權益方面，對認知公平及補救後滿意度不具調節效果。

關鍵字

服務失誤；服務補救；認知公平；補救後滿意度；信任；品牌權益

並列摘要

With the growth of action technology, the Internet has become an important channel for consumers to purchase products or services. Compared with brick-and-mortar, online retail store may occur more service problems during service delivery. Due to the characteristics of e-commerce, failures are unavoidable. Therefore, how to correct the failure and raise the satisfaction with service recovery are important to firms to maintain customer satisfaction. This research has been developed based on the concept of perceived justice. This study applied scenarios method to discover the effect of recovery strategies on customer perceived justice and customer satisfaction with service recovery in various failure types; further, the moderator effect of brand equity on the relationship between customer perceived justice and customer satisfaction with service recovery was also investigated. The study employed experiments with twenty scenarios consisting of combinations of five service failure situations and four recovery policies. The study population is the person who shops online . We send 400 copies of questionnaire and 334 copies returned. Valid questionnaire returned rate is 83.5%. The result as follows: 1. In terms of perceived justice, distributive justice and interactional justice have a significant impact on the satisfaction with service recovery；procedural justice doesn’t have a significant impact on the satisfaction with service recovery. 2. In the satisfaction with service recovery factor, trust has a significant impact on the relationship. 3. Brand equity doesn’t have moderating effect to the perceived justice and satisfaction with service recovery.