Online to Offline經營模式下服務公平性對關係品質之影響－以科技準備度為干擾變項

Impacts of Service Fairness on Relationship Quality in Online to Offline Business Model: The Moderating Effect of Technology Readiness Index

林如風(Ru-Fong Lin)

指導教授 ： 周中理

朝陽科技大學/管理學院/企業管理系/碩士(2015年)

摘要

Online To Offline(O2O)消費模式是台灣近年崛起的電子商務模式，在講求快速與便利的時代，消費者更可透過智慧型行動裝置進行O2O的消費，此亦已漸漸成為一種的消費型態。因此，對線上商店而言，如何在線上與離線提供公平的服務，以建立與行動商務消費者的良好關係品質，是一項重要的議題。故本研究聚焦於從行動裝置消費者觀點探討O2O消費模式下服務公平性對關係品質之影響，並以行動裝置消費者的科技準備度為干擾變項。並探討消費者之人口統計變數、地理變數、行為變數對科技準備度、服務公平性、關係品質之關係。
本研究以「透過行動裝置於團購網進行O2O消費」為研究對象，本研究正式調查受訪者為朝陽科技大學學生，問卷採便利抽樣方式。正式問卷共發放311份，回收問卷303份，扣除填答不完整問卷47份，有效問卷256份，有效回收率為82.3%。資料分析方法包括:樣本結構分析、敘述性統計分析、信度與效度分析、探索性因素分析、t檢定、變異數分析、相關分析與階層多元迴歸分析。
主要研究結論包括：行動裝置消費者對於O2O消費模式的「互動公平性」、「人際公平性」與「分配公平性」的認知，會正向影響對線上店家的「信賴」。而消費者對於O2O消費模式的「人際公平性」、「分配公平性」與「價格認知公平性」的認知，會正向影響對線上店家的「滿意與認同」。此外，消費者對「科技創新的接受程度」會干擾O2O消費模式的「作業程序公平性」與「信賴」的關係。消費者對「科技的信任程度」會干擾O2O消費模式的「分配公平性」與「滿意與認同」的關係，以及O2O消費模式的「人際公平性」與「滿意與認同」的關係。至於，消費者對「科技的樂觀程度」與對「科技的適應程度」均會干擾O2O消費模式的「互動公平性」與「滿意與認同」的關係。而不同性別、學院別、零用金別、消費頻率別對科技準備度認知有顯著差異；不同學院別對服務公平性認知有顯著差異；不同性別、消費頻率別對關係品質有顯著差異。

關鍵字

服務公平性 ； 科技準備度 ； Online to Offline ； 關係品質

並列摘要

Online To Offline(O2O) Consumption Model is an e-commerce model that has risen in recent years in Taiwan. In this fast-paced and convenient era, consumers can even make O2O purchases through smart mobile devices, and it has gradually become a type of consumption pattern. Hence, it is an important topic for online stores to provide fair service in Online To Offline(O2O) Consumption Model to establish a good relationship quality with mobile commerce consumers . Focusing on the mobile device consumer’s perspective, this research explores the impacts that service fairness has on relationship quality in Online to Offline Business Model, with the technology readiness index of the mobile device consumer as the moderating effect. It also probes into the relationship between the consumer’s demographic, geographic and behavioral variables, and the technology readiness index, service fairness and relationship quality.
This research takes “ Online Shopping and Offline Consumption via Mobile Devices on a Group Buying Website” as the study object. The correspondents were the students of Chaoyuang University of Technology, in convenience sampling. In total, 311 official questionnaires were distributed, 303 of which were returned; if 47 uncompleted questionnaires are deducted, 256 are valid ones, and the valid return rate is 82.3%. Data analytic methods include Sample Structural Analysis, Descriptive Statistical Analysis, Reliability and Validity Analysis, Exploratory Factor Analysis, t-test, Analysis of Variance, Correlation Analysis, and Multiple Hierarchical Regression Analysis.
The conclusions in the research are as follows. Mobile device consumers’ perceptions of “interactional fairness,” “interpersonal fairness,” and “distributive fairness” will positively influence the “trust” toward online stores. Consumers’ perceptions of “interpersonal fairness,” “distributive fairness” and “perception of price fairness” in O2O Consumption Model will affect “satisfaction and identity” toward online stores in a positive way. Besides, “levels of acceptance towards technological innovation” of consumers will impact the relationship between “operating procedural fairness” and “trust.” “Levels of trust towards technology” of consumers will affect the relationship between “distributive fairness” and “satisfaction and identity” as well as the relationship between “interpersonal fairness” and “satisfaction and identity” in O2O Consumption Model. Therefore, both “levels of technological optimism” and “levels of technological comfort” of consumers will have a moderating effect on the relationship between “interactional fairness” and “satisfaction and identity” in O2O Consumption Model. Moreover, based on different genders, colleges, allowances, consumption frequencies of consumers, there are distinct differences to the technology readiness index; different colleges have obvious differences to the perception of service fairness; different colleges have clear distinctions to the perception of service fairness; different genders and consumption frequencies of consumers have obvious differences to relationship quality.

並列關鍵字

Service Fairness ； Technology Readiness index ； Online to Offline ； Relationship Quality

參考文獻

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