自助服務補救：探討電子商務網站補救措施、知覺公平與補救滿意度之關係

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趙子昂(Tzu-Ang Chao) 查詢紙本館藏

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資訊管理學系

論文名稱

自助服務補救：探討電子商務網站補救措施、知覺公平與補救滿意度之關係
(The self-service recovery: Exploring the relationship among electronic commerce recovery initiatives, perceived justice, and recovery satisfaction)

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至系統瀏覽論文 (2026-6-11以後開放)

摘要(中)

在疫情對全球經濟的衝擊之下，電子商務產業的表現反倒是創下一波高峰。隨著消費者逐漸導向網路購物的趨勢，線上服務失誤發生的情況也大幅度地增加。如何有效控管服務失誤與提供服務補救策略，是每個服務提供者皆需要面對的重要議題。回顧網路購物的相關文獻，大多著墨於服務提供者於補救過程中所扮演的角色，卻忽略探究由消費者自行完成服務補救的相關議題。因此，以公平理論與自助服務補救的觀點為基礎，本研究欲探究自助補救措施之易用性（即理解容易度和操作直覺性）與有用性（即補救資訊配適度和補救完整度），如何經由消費者知覺公平（即分配公平、程序公平、互動公平和資訊公平）影響其補救滿意度。
本論文針對曾經於電商網站發生服務失誤經驗的消費者進行便利性抽樣法，以線上問卷蒐集301筆有效樣本，並結構方程模型進行假說驗證。研究結果顯示自助補救措施的理解容易度、補救資訊配適度與補救完整度會正向影響消費者的知覺公平，進而產生補救滿意度。但操作直覺性卻對知覺公平沒有顯著之影響。研究結果期對服務失誤、服務補救與知覺公平相關文獻做出貢獻，並在實務上為電子商務網站管理者在補救措施的經營與制定策略上帶來參考依據。

摘要(英)

While the COVID-19 pandemic has damaged the world economy, the electronic commerce industry has somehow achieved a record-breaking performance. With the fast-growing populations involved in online shopping, the occurrences of online service failures have increased significantly. Thus, it is greatly important for service providers to carefully manage service failures and provide recovery strategies. However, to the best of our knowledge, empirical studies have mostly focused on the role of service providers in the service recovery process. Few studies have examined the issues of customers’ self-service recovery in online service failure settings. Thus, based on the justice theory and a self-service recovery perspective, this study examines the influence of service recovery initiatives’ ease of use (i.e. ease of understanding and intuitive operations) and usefulness (i.e. recovery information fit-to-task and recovery completeness) on customers’ perceived justice of self-service recovery, which further affects their recovery satisfaction.
A structural equation modeling approach was employed to analyze empirical data collected via convenience sampling from 301 electronic commerce consumers. The results indicate that ease of understanding, recovery information fit-to-task, and recovery completeness are positively associated with one’s perceived justice, whereas intuitive operations have no significant effect on perceived justice. Additionally, customers’ perceived justice is positively related to their recovery satisfaction. The findings elicit several implications for theory and practice.

關鍵字(中)

★ 服務失誤
★ 服務補救
★ 自助服務補救
★ 補救措施
★ 知覺公平
★ 補救滿意度

關鍵字(英)

★ Service failure
★ Service recovery
★ Self-service recovery
★ Recovery initiatives
★ Perceived justice
★ Recovery satisfaction

論文目次

目錄
中文摘要 i
英文摘要 ii
目錄 iii
圖目錄 v
表目錄 vi
一、緒論 1
1-1 研究動機 1
1-2 研究目的 3
1-3 研究流程 5
二、文獻回顧 6
2-1 服務失誤 6
2-2 服務補救 7
2-3 服務補救措施 9
2-4 知覺公平 11
2-5 假說推論 13
三、研究方法 18
3-1 研究架構 19
3-2 研究假說 20
3-3 研究變數定義與衡量 21
3-4 資料分析方法 25
四、研究結果 26
4-1 樣本屬性分析 26
4-2 衡量模型分析 31
4-3 結構方程模型 42
4-4 共同方法變異 47
五、研究結論與建議 48
5-1 研究貢獻 51
5-2 管理意涵 53
5-3 研究限制與未來展望 55
參考文獻 56

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指導教授

周恩頤(En-Yi Chou)

審核日期

2021-7-6

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