從消費者角色觀點探討合購網站服務失誤之顧客反應模式

From consumers' perspective, explore the role of service failure in Group-buying websites' customer response mode.

葉燕敏(Yen-min Yeh)

指導教授 ： 林心慧

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2013年)

摘要

本研究以消費者角色(當事者和旁觀者的觀點)為基礎，探討合購網站失誤之下，消費者角色對於顧客反應行為(知覺品質、滿意度、抱怨、轉換、負面口碑)之影響；「隨和性」人格特質對於顧客反應行為(知覺品質、滿意度、抱怨、轉換、負面口碑)之影響；並且，進一步探討「隨和性」人格特質、產品與服務類型是否會調節消費者角色對顧客反應行為(知覺品質、滿意度、抱怨、轉換、負面口碑)之影響。採用模擬情境方式進行，由研究者設計在合購網站情境做為實驗，研究設計「研究一」和「研究二」皆採用組間設計，將不同受試者分配到不同的情境，不同實驗組不會互相影響。「研究一」為2*2因子實驗設計，操弄變數為「消費者角色」以及「隨和性人格特質」，探討「隨和性」人格特質對於顧客反應行為調節變數之影響；「研究二」為2*3因子實驗設計，操弄變數為「消費者角色」以及「產品與服務類型」，探討「產品與服務類型」對於顧客反應行為調節變數之影響。分析方法採用卡方檢定、獨立T檢定以及三因子多變量變異數檢定。

研究結果顯示「消費者角色」對「顧客反應行為」有顯著影響；「隨和性人格特質」對「顧客反應行為」有顯著影響；「消費者角色以及隨和性人格特質」有交互效果，「知覺品質」、「抱怨」、「負面口碑」有顯著影響，表示「隨和性人格特質」對顧客行為反應存在調節效果；「消費者角色以及產品與服務類型」有交互效果，對「知覺品質」、「滿意度」有顯著影響，表示「產品與服務類型」對顧客行為反應存在調節效果。本研究建構一個網路合購服務失誤與反應模式，提出具體結論，以提供網路平台業者及網路合購業者擬定經營策略時做為參考。

關鍵字

合購 ； 服務失誤 ； 消費者角 ； 人格特質 ； 顧客反應行為

並列摘要

In this study, the consumers' perspective who are those actor and observing consumers as the basis to descuss exploration the role of service failure in Group-buying websites as the basis, and the consumers' perspective for customer response mode effect such as Perceived Quality, Satisfaction, Complaints, Switching, and Negative WOM. The personality traits of "Agreeableness" on customer response mode effect. Moreover, we explore the "agreeableness" whether the types of products and services will adjust the consumers' perspective reaction to customer response mode effect. The study use the form of scenario method, we design "Here We Go" the Group-buying websites. The study used the form of scenario Simulation method. The study is divided into two parts: "Case one" and "Case two". We used the Between-Subjects Design, and different subjects assigned to different situations, different experimental groups do not affect each other. "Case one" manipulated variables "consumers' perspective" and "Agreeableness" personality traits, explore "Agreeableness" of Customer response to the behavior of Moderating effect. "Case two" manipulated variables "consumers' perspective" and "Products and Services Type, explore "Product & Service Type" of customer response mode to the impact of behavioral adjustment variables. Analysis method includes Chi-square test, T-test and 3-way MANOVA.
First, the results show "Consumers' perspective" to "Customer response mode" have significant impact. Second, "Agreeableness" of personality traits to "Customer response mode" have significant impact. Third, the interactive effect of "Consumers' perspective" and "Agreeableness" of personality traits have significant impact on "Perceived Quality", "Complaints", and "Negative WOM", which means "Agreeableness" to customer response mode moderating effect. Finally, the interactive effect of "Consumers' perspective" and "Product & Service Type" have significant impact on "Perceived Quality" and "Satisfaction", which means that the "Product & Service Type" customer response mode moderating effect exists. In this study, we constructed Group-buying websites service failure and customer response behaviors, specific conclusions, in order to provide network platform operators and Group-buying websites industry intended as a reference when operating strategies. We also hope the findings from the current study that will add to the growing body of knowledge on the provision information, and could use as an impetus for change in practice.

並列關鍵字

Group-buying ； Service failure

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