- 學位論文
消費者轉換障礙對於線上服務補救品質及信任之影響
The influences of switching barriers on the relationship between online service recovery quality and trust
摘要
再好的公司都會發生失誤，雖然事前預防當然比事後補救好，但若已經發生的情況下，好的補救與回應補償將能夠重拾消費者的信心。過去學者大多探討服務補救對於再購意願之影響，較少探討服務補救對於信任之影響，然而在網路平台中，信任可以降低消費者心中的風險及不確定性。此外，過去探討消費者的轉換行為時，大多著重在轉換障礙，包含：慣性、轉換成本及替代品威脅，對於再購意願的影響，鮮少探討轉換障礙因素之間相互影響關係。因此，本研究以網路平台為情境，從廠商層次探討服務補救品質對於信任之影響，並將消費者的因素納入考量，探討轉換障礙對於服務補救品質對於信任之間的干擾效果，並更進一步探討轉換成本及替代品威脅中介慣性對於服務補救品質與信任之間的干擾效果。本研究採用抽樣問卷，共發出400份問卷，有效回收282份，並進行敘述統計分析、信度分析、效度分析、Pearson相關分析、及迴歸分析。本研究證實結果指出服務補救品質會正向影響信任，慣性及轉換成本會干擾服務補救品質及信任之間的關係。此外，消費者本身的慣性會影響其轉換成本及替代品威脅，轉換成本會中介慣性對於服務補救品質及信任之間的干擾效果期望此一結果能夠提供線上業者執行服務補救時之參考。
並列摘要
Even the most customer-oriented organization is not likely to avoid or eliminate service failures. Service recoveries are the actions a service provider takes in response to service failures, such as rectifying, amending, and restoring the loss experienced by customers from deficiencies in service performance. Although several previous studies have examined the influence of service recovery on repurchase intention, few studies have investigated its influence on trust. Trust may reduce risk and uncertainty for online shopping. Previous studies also shed lights on the impacts of switching barriers, such as inertia, switching cost, and attractiveness of alternatives, on repurchase intention, neglecting the interrelationship among these switching barriers. Using online shopping as research context, this study investigates the influence of online service recovery quality on trust. Besides, this study explores the moderating effects of switching barriers on the relationship between online service recovery quality and trust. Furthermore, this study investigates the mediating role of switching cost and attractiveness of alternativeness for the moderating effects of inertia on the relationship between online service recovery quality and trust. In this study, 400 questionnaires were delivered, and finally 282 questionnaires were useful. This study analyzed data by using descriptive statistics analysis, reliability analysis, validity analysis, Pearson correlation analysis and regression analysis. The results of this study found that online service recovery quality has influences on trust. Inertia and switching cost moderate the relationship between online service recovery quality and trust. Inertia has a direct impact on switching cost and attractiveness of alternatives. Switching cost mediates the moderating effects of inertia on the relationship between online service recovery quality and trust. The results of this study can provide valuable information for both academicians and practitioners to understand online retailers’ service recovery management.