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从心理契约违背观点探索网路购物服务失效补救

【中文摘要】:随着资讯科技的进步,网路人口不断增加,网路购物已成为消费者重要的购物管道之一。虽然交易过程难免有失误发生,但相较于于实体通路,网路购物缺乏面对面接触,不确定性更高。一但服务失误发生,网路经营者必须提供必要的服务补救措施,来降低消费者不满意以及提高消费者的再购意愿。因此,服务失效补救成为现今网路经营者十分重要的课题。本研究以网路购物服务失效补救为背景,从心理契约违背的观点,探索影响消费者对服务补救认知公平性的因子及对其后续消费行为之影响。并更进一步找出认知公平到心理契约违背的干扰因子。本研究採网路问卷方法,研究对象为曾遇过服务失效与补救事件的网路购物消费

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者,有效问卷共188份,并进行假说验证。运用PLS分析后,影响顾客对服务补救后的认知公平性的因素包括:顾客贡献度、交易条款明确度、广告真实度及顾客过去遇过服务失效交易经验,且顾客心理契约违背感会提高顾客的负面口碑传递及降低再购意愿。除此之外,失误归因对顾客心理契约违背感有干扰效果。本研究依据上述发现,提出具体的理论与实务意涵以及未来研究建议。

关键词:服务失效补救、知觉

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公平、心理契约违背、失误归因、负面口碑、再购意愿
【英文摘要】:Shopping online has become one of the popular ways for consumers to purchase merchants. However, service failures cannot be completely excluded during this process. When service failure takes places but according recovering action cannot satisfy customers in an online selling context, consumers may switch to competitors who are just a click away. Therefore, the recovery of service failure is a critical issue for online service providers. Addressing on this issue, this study adopts psychological contract violation perspective to explore the antecedents and consequences of service failure and recovery encounters. This study further explores the moderating effect of attribution, interactional justice and procedural justice on service failure violation. The model and relationship were tested and validated by using data collected from 188 online shoppers who have encountered service failure and made complaint. The results show that consumer contribution, policy declaration, advertisement truthfulness and consumers'' purchase history determine consumers'' perceived justice after service recovery. The attribution of service failure moderates the link between consumers'' perceived justice after service recovery and psychol

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ogical contract violation. Moreover, psychological contract violation significantly affects negative word-of-mouth and repurchasing intention.
Keywords: Service failure recovery, perceived justice, psychological contract violation, failure attribution, negative word-of-mouth, repurchasing intentions
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  • 来源:中山大学;作者:庄丽贞
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