前因或調節？探究網路關懷在線上購物服務補救之效果

Antecedent or Moderator? Examining the Effect of Webcare in the Online Buying Service Recovery Context

吳益任(I-Jen Wu)

指導教授 ： 陳岳陽

義守大學/管理學院/管理碩博士班/博士(2019年)

摘要

在網路商場中，網路口碑與聲譽至關重要，尤其是負面口碑更容易透過網路平台快速散播。因此，網路商家皆投入大量成本經營顧客關係以強化服務並消彌負面口碑。目前，在學術領域上已有相當多研究著重於探討網路口碑的效果，更有學者提出網路關懷之概念，分析商家如何經營與操作網路口碑，但顯少有實證的相關研究。而在實務層面上，網路關懷亦是消費者導向思維下，網路商家應重視且須投入的經營策略之一。
爰此，本研究運用期望確認理論中所衍生的「資訊系統接受後持續採用模式」，提出一「服務補救後持續採用(購物)模式」，並探究於服務補救的情境下，網路關懷所扮演的角色與使用時機點。本研究透過問卷調查法，蒐集407份有效問卷，分析有曾歷經服務失誤經驗的網路消費者，對於商家所進行網路關懷的相關認知行為。研究結果顯示，資訊系統接受後採用模式仍可有效應用至服務補救的情境中。此外，本研究並確認網路關懷在該模式中的前因角色，發現有計畫性的進行網路關懷才是觸發後續補救後滿意度的行為，而非失誤發生後才須介入的手段。最後，本研究並針對理論與實務意涵進行討論。

關鍵字

網路關懷 ； 服務補救 ； 期望確認理論 ； 資訊系統接受後持續採用模式

並列摘要

In the online buying marketplace, electronic word of mouth (eWOM) and reputation are crucial, especially because the influential effect of negative WOM can easily spread quickly through the Internet platform. Thus, businesses are investing a great deal in consolidating customer relationships to improve services and eliminate negative eWOM. Thus far, in the academic field, many studies have been carried out on the issue of eWOM. Scholars have proposed the concept of Webcare to analyze how businesses employ and conduct eWOM in managing their online reputation. There are few studies that empirically address the issue of Webcare in the online buying context. In practice, Webcare is one of the business strategies to which online merchants must pay attention.
In this vein, following the approach of the “post-acceptance model of IS continuance”, which originated from expectation confirmation theory (ECT), this present study proposed a research model of the “post-acceptance model of service recovery continuance (repurchase)” in the research context of service recovery. Furthermore, the role and trigger timing of Webcare have been examined. According to the 407 valid samples collected from online consumers who had the experiences in service failure and recovery, the findings showed that the“post-acceptance model of IS continuance” can be applied in the context of service recovery with high explanatory power. In addition, the context of service recovery remains highly explanatory in the IS continuance model. In addition, the study confirmed the antecedent role of Webcare in the “post-acceptance model of service recovery continuance (repurchase)” and found that the Webcare should be employed in all of the online buying processes as the trigger of service recovery sequence for satisfied consumers, instead of a remedy after the service failure. Finally, implications for academics and practitioners are proposed and discussed.

並列關鍵字

Webcare ； service recovery ； expectation confirmation theory ； post-acceptance model of IS continuance

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