探討網路購物中服務補救、知覺公平、情緒與顧客購後行為影響之研究

Relationships among Services Recovery, Perceived Justice, Emotion and Post-Purchasing Behaviors in Online Shopping

宋愛玲(Ai-Lin Sung)

指導教授 ： 呂慈恩

健行科技大學/商學院/國際企業經營系碩士班/碩士(2015年)

摘要

隨著網際網路的興起與普及化，促使人們改變傳統買賣的方式，網路線上購物成為選擇購買物品方式之一，人們藉此滿足快速選擇產品、方便性及多樣化的付款方式達到購物需求。而在此交易過程中，當發生服務失誤事件，若賣方能提供良好的服務補救措施，並讓顧客感覺到公平的結果，對於顧客的負面情緒便可降到最低，如此一來，可以増加之後的再購意願，亦可降低負面口碑。

過去網路購物多以服務失誤、服務補救、知覺公平等來探討滿意度與購後行為，本研究主要討補救後知覺公平對於情緒之影響，情緒對購後行為的影響，同時並加入市場行家和特質焦慮做為補救後知覺公平對於情緒之影響的調節變數。

本研究以問卷統計調查來分析結果，問卷對象以大學生和教師成員為主，共計發放320份問卷，回收228份有效問卷，有效問卷回收率為71.25%。研究結果顯示如下：

1. 在知覺公平方面，分配公平和互動公平與補救後情緒皆具有顯著影響關係。
2. 補救後情緒對再購意圖具有顯著影響關係。
3. 補救後情緒對負面口碑具有顯著影響關係。
4. 市場行家及特質焦慮對分配公平和補救後情緒之間具有調節效果。

關鍵字

知覺公平 ； 情緒 ； 再購意圖 ； 口碑

並列摘要

With the rise and popularization of the Internet, people change the way of communication. Shopping on-line has become one of the ways for customers to purchase products. People are satisfied with choosing products, convenience and various payments by shopping on-line. From the procedures, when Service Failure happens, if sellers provide appropriate and satisfying service recovery, they can make customers have more perceived justice. Therefore, buyers will increase their Repurchase Intentions and they also will decrease Negative Word of Mouth.
In the past, most studies discussed about customer’s satisfaction and repurchase intentions by using the phases of service failure, service recovery and perceived justice. This study mainly explores how perceived justice after service recovery influences on emotions and how emotions influence on repurchase intentions and negative word of mouth. This study even use market maven and trait anxiety as moderators.
We use questionnaire to collect data. The two major study populations are college students and junior high school teachers. We send 320 copies of questionnaire and 228 copies returned. Valid questionnaire returned rate is 71.25%. The result as follows:
1. In terms of perceived justice, distributive justice and interactional justice have significant influence on emotions.
2. Emotions influence repurchase intentions significantly.
3. Emotions influence negative word of mouth significantly.
4. Market maven and trait anxiety have moderating effect on distributive justice and emotions.

並列關鍵字

Perceived Justice ； Emotions ； Repurchase Intention ； Word of Mouth

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