| 摘要: | 「懲罰的可預期性」指的是「當店家實施政策時是否有明確告知顧客，避免超出顧客原先的預期心理，使顧客視其為懲罰而產生負面情緒的一種服務經歷」。本研究為探討消費者在不同情境下面對懲罰的可預期性是否產生差異，而提出各個變數加以驗證。本研究加入了知覺公平(分配公平/程序公平/互動公平)、懲罰屬性(嚴厲/彈性/給予適當解釋)以及可控制程度(可控制/不可控制)三種情境干擾變數，去衡量對應變數「消費者態度」、「顧客認知價值」、「商店印象」、「顧客滿意度」、「口碑傳播」與「顧客忠誠度」的影響。本研究採用實驗研究法進行實驗；共有兩個實驗，透過紙本加線上問卷進行測驗，樣本以中央大學為主等國內多所大學之大學部、研究所以及博士等在籍學生為主，有效樣本757份。研究結果顯示：1.懲罰的可預期性對消費者產生顯著差異之影響；在面對「非預期」下的懲罰相較於「預期」下的懲罰對於消費者態度、顧客認知價值、商店印象、顧客滿意度、口碑傳播與顧客忠誠度均有較差之影響。2.在「非預期」的懲罰下，分配公平、程序公平以及互動公平對於消費者態度、顧客認知價值、商店印象、顧客滿意度、口碑傳播與顧客忠誠度具有顯著差異，其中分配公平顯著大於程序公平、程序公平顯著大於互動公平。3.在「非預期」的懲罰下，懲罰的嚴厲、彈性與給予適當解釋對於消費者態度、顧客認知價值、商店印象、顧客滿意度與顧客忠誠度具有顯著差異，其中嚴厲最強烈、有彈性次之、給予適當解釋第三。4.在「非預期」的懲罰下，面對事件不可控制相較於事件可控制對於消費者態度、顧客認知價值、商店印象、顧客滿意度、口碑傳播與顧客忠誠度均有較差之影響The aim of this research attempts to investigate whether the expectation of punishment will influence consumer behaviors under different scenario. We introduce three types of contextual interference which includes perceived justice (distributive justice / procedural fairness / interactional justice), punishment attributes (severe / flexibility / give appropriate explanations) and the degree of control (controllable / uncontrollable) in order to measure their impacts on the dependent variables such as, “Consumer attitude”, “Customer perceived value”, “Store image”, “Customer satisfaction”, “Word of mouth” and “Customer loyalty”. In this study, we conducted two experiments, comprised of a set of online questionnaire and a set of paper-based questionnaire. There are seven hundred and fifty seven questionnaires is effective. The results of this study showed that:1.Expectation of punishment can produce significant impacts on consumers. The punishment with expectation has better results on consumer attitude, customer perceived value and store image, customer satisfaction, word of mouth and customer loyalty compared with the one without expectation.2.Distributive justice, procedural justice and interactional justice can make a significant difference on consumer attitudes, customer perceived value and store image, customer satisfaction, word of mouth and customer loyalty when punishment is unexpected. Among these factors, distributive justice has the greatest effectiveness, followed by procedural justice and interactive fair makes the least difference.3.The punishment severe, flexibility and give the proper interpretation can make a significant difference on consumer attitude, customer perceived value and store image, customer satisfaction and customer loyalty when punishment is unexpected. Severe is the most effective factor, follow by flexible and to give the proper interpretation has the least effectiveness.4.Compared with controllable events, uncontrollable events have poorer performance on consumer attitudes, customer perceived value and store image, customer satisfaction, word of mouth and customer loyalty when punishment is unexpected. |
