服務公平性、消費者幽默感與關係品質之關係

The Relationship among Service Fairness, Sense of Humor, and Relationship Quality

徐瑋伶(Wei-Ling Hsu)

指導教授 ： 周中理 ； 李延熹

朝陽科技大學/人文暨社會學院/應用外語系/碩士(2012年)

摘要

自從網際網路的崛起，世界已被視為一個地球村。而網路變成了一個商業媒介，影響人們的購物行為。近年來，網路合購已成為一種購物行為的主流。對消費者而言，在網路合購的消費與決策過程中，常常會與網路合購主購者及平台有所交集。其中服務公平性是服務業者與顧客間維持關係品質不可或缺的一部分。而幽默感則是消費者的一種生活方式和人格特質，進而影響購買行為。由於先前的研究大部份僅集中針對網路購物以及傳統合購，較少針對網路合購以及消費者幽默感之關係進行探討。因此，為補足網路合購研究的不足，引起本研究動機在探討服務公平性、消費者幽默感與關係品質之關係。本研究運用質性和量化的研究方法，受試者為朝陽科技大學日間部之大學生，問卷採取簡單隨機抽樣與便利抽樣方法，有效問卷總共256份，有效回收率為83.9%。資料分析方法採用信度與效度分析、探索性因素分析、敘述性統計分析、集群分析與多元迴歸分析。研究結果包括在全體樣本下，服務公平性中「整體與資訊的公平性」構面對關係品質各構面均有正向顯著影響。本研究並利用群集分析將受訪者分為高、低幽默感群組進行測試，在高幽默感群組中，服務公平性中「整體與資訊的公平性」構面對關係品質各構面均有正向顯著影響。對於低幽默感群組的受試者而言，服務公平性中「整體與資訊的公平性」構面以及「操作過程公平性」構面對關係品質之「滿意與信任」構面有正向顯著影響；然而，服務公平性中，僅有「分配公平性」構面會正向顯著影響「承諾」構面。

關鍵字

網路合購 ； 服務公平性 ； 幽默感 ； 關係品質

並列摘要

Since the Internet emerged, people have regarded the world as a global village. The Internet as a commercial medium has a wide impact on shopping behaviors. One of the shopping behaviors is online group-buying, having become a famous trend to purchase products nowadays. Service fairness seems to be inescapable part of the service industry to influence relationship quality with consumers. A sense of humor, a life style and personal characteristics may influence consumers’ buying behaviors. The purposes of this research were to realize whether service fairness of consumers’ cognition would affect relationship quality, and to understand that consumer’s sense of humor would moderate the relationship between service fairness and relationship quality. Both qualitative and quantitative methods were adopted in this research. The participants were selected by convenience sampling and simple random sampling, and they were undergraduates in Chaoyang University of Technology. The total number of participants was 256 for validity. The analysis methods included sample statistics, reliability and validity analysis, exploratory factor analysis, descriptive statistics analysis, cluster analysis, and multiple regression analysis. The results partially confirmed the two hypotheses. “Entire and informational fairness” of service fairness has positively significant impacts on every factor of relationship quality. In this research, a sense of humor was portioned out two consumer groups with cluster analysis: consumer group with high level of sense of humor and consumer group with low level of sense of humor. “Entire and informational fairness” of service fairness has positively significant impacts on every factor of relationship quality in the consumer group with high level of sense of humor. Moreover, “Entire and informational fairness” and “Operational-process fairness” of service fairness have positively significant impacts on the “Satisfaction and trust” of relationship quality in the consumer group with low level of sense of humor. However, “Equally-divided fairness” of service fairness has positively significant impacts on the “Commitment” of relationship quality in the consumer group with low level of sense of humor.

並列關鍵字

Service fairness ； Online group-buying ； A sense of humor ； Relationship quality

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