以期望理论及公平理论探讨线上服务失误补救.PDF

以期望理論及公平理論探討線上服務失誤補救 李家瑩 a, * 方郁惠 b 吳柏勳 c a 國立台中科技大學企業管理系 b 淡江大學會計學系 c 靜宜大學資訊管理學系 摘要 網路購物已成為常見的消費者購物管道，在無法直接面對面的交易環境下，形成與 實體通路較不一樣的服務型態。本研究以期望符合理論為基礎，納入認知公平及補救歸 因，探討網路購物服務失誤型態與補救，對於顧客滿意度與再購意願的影響，並且將轉 換成本之干擾效果進行探討。研究結果顯示，失誤歸因對顧客期望有正向影響，但卻不 影響補救後滿意度；認知公平對補救績效及補救後滿意度有正向影響。此外，服務補救 績效對期望符合有顯著影響，但顧客期望對期望符合有負向影響；期望符合會影響補救 後滿意度，進而提升再購意願。再者，轉換成本會干擾補救後滿意度與再購意願間關係。 關鍵詞：線上服務失誤補救、期望符合、認知公平、失誤歸因 Applying Expectation Theory and Justice Theory for Online Service Failure Recovery a b c Chia-Ying Li Yu-Hui Fang Bo-Shiun Wu a Department of Business Administration, National Taichung University of Science and Technology b Department of Accounting, Tamkang University c Department of Computer Science and Information Management, Providence University Abstract Online shopping has become a quite popular phenomenon. Without face-to face communication, service recovery for online service providers becomes difficult. This study develops a framework which integrates expectation-confirmation theory and equity theory, and includes switching cost as a moderator for the influence of satisfaction on repurchasing intention. The results indicate that service recovery has a positive influence on expectation confirmation and perceived justice. Customer expectation has a negative impact on expectation confirmation. Service failure attribution has a positive impact on customer expectation, but does not impact satisfaction. Perceived justice and expectation confirmation * 通訊作者 電子郵件：cyli@nutc.edu.tw DOI: 10.6188/JEB.2013.15(3).03 have influences on sa