網路購物之顧客抱怨行為研究

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：86

、訪客IP：18.224.55.193

姓名

吳佳欣(Chia-hsin Wu) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

網路購物之顧客抱怨行為研究
(Customer complaint behavior in the online shopping context research)

相關論文

★ 以個案研究法探討機械式組織之資訊系統導入	★ 銀行企業內部網路導入TCP/IP通信協定之研究
★ 後金控時代臺灣地區金融服務業薪資決策支援系統之設計研究 --以一家中型證券商為例	★ 影響數位在職訓練之學習態度及行為意向研究
★ 台灣銀行業導入電子商務線上金流訊息標準之研究	★ 國防訓儲軍士官制度評估
★ 以關係承諾角度探討組織中軟體專案開發之個案研究	★ 企業工作流程再造之研究─以銀行發卡流程為例
★ 以個案研究法探討B2B電子商務導入之研究—以汽車售後服務件製造商為例	★ 以個案研討方法探討公文簽核流程再造之研究－以變更資訊部門服務為例
★ 醫療資訊系統之資訊安全危安因素探討以台北某醫學中心為例	★ 資訊部門專案經理派遣人員之個案研究
★ 綠色供應鏈管理資訊系統導入問題分析與探討-以A公司為例	★ 企業導入企業資源規劃(ERP)對作業流程之影響－以A公司為例
★ 客訴處理電子化流程管理－以飲料業為例	★ 以個案研究法探討企業垃圾郵件防堵

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

隨著網路環境的日益成熟，網路購物的市場規模逐年成長，網路購物方式是企業不可忽略的商機；然而網路交易無法面對面銀貨兩訖，因此常有服務不符客戶期待造成顧客抱怨之情況，若能了解網路消費者的抱怨行為並做進一步之研究，可幫助企業規劃抱怨處理的相關政策。
本研究提出四種抱怨行為分類分別為無行動、口碑傳播、向企業抱怨與向第三方團體抱怨，並根據網路消費者所採用的行為計算其積極程度，進一步探討產品重要性、對抱怨的態度、不滿意程度與負面情緒等因素對抱怨行為之積極程度的影響。
本研究以曾有過不滿意網路購物經驗的網路消費者為對象，透過問卷調查方式進行資料蒐集與分析，研究結果發現: (1) 產品重要性對於抱怨行為有顯著的正向影響。 (2) 網路消費者對抱怨的態度對於抱怨行為有顯著的正向影響。(3) 不滿意程度對於抱怨行為有顯著的正向影響。(4) 負面情緒對於不滿意程度有顯著的正向影響。(5) 負面情緒對於抱怨行為有顯著的正向影響。

摘要(英)

With the maturity of network environment, the amount of online shopping has grown up and the market is burgeoning year by year. Online shopping is an opportunity for enterprises to expand their business and market shares. But in online shopping environment the enterprises lack face to face with customers. It is easily happened that the online shopping service cannot match customer’s expectations resulting in customer complaints. So the purpose of this research is to deepen our understanding of customer complaint behavior in online shopping environment to help enterprises planning complaints handling policy.
This study classified four customer complaint behaviors: no action, word of mouth, voice complaint and third party complaint. And according to the customer’s actual complaint behavior, this study calculated the complaint behavior’s active degree. This research discussed the relationship between importance of the product, attitude toward complaint, level of dissatisfaction, negative emotion and complaint behavior.
This research collected data through questionnaire survey. Respondents were online shopping consumers with dissatisfactory experience in the online shopping context. The findings are:
(1)Importance of the product has significant effect on complaint behavior.
(2)Attitude toward complaint has significant effect on complaint behavior.
(3)Level of dissatisfaction has significant effect on complaint behavior.
(4)Negative emotion has significant effect on level of dissatisfaction.
(5)Negative emotion has significant effect on complaint behavior.

關鍵字(中)

★ 顧客抱怨行為
★ 服務失誤
★ 網路購物

關鍵字(英)

★ customer complaint behavior
★ online shopping
★ service failure

論文目次

中文摘要 i
英文摘要 ii
目錄 iii
圖目錄 vi
表目錄 vii
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 3
1-3 研究流程 4
第二章文獻探討 5
2-1 網路購物 5
2-1-1 網路購物 5
2-1-2 網路購物服務失誤 6
2-2 顧客抱怨行為 9
2-3 顧客抱怨行為影響因素 12
第三章研究方法 15
3-1 研究架構與假說 15
3-1-1 抱怨行為之積極程度 16
3-1-2 產品重要性 17
3-1-3 對抱怨的態度 17
3-1-4 不滿意程度 18
3-1-5 負面情緒 18
3-2 問卷設計 20
3-2-1 問卷設計 20
3-2-2 產品重要性之操作型定義與衡量 20
3-2-3 對抱怨的態度之操作型定義與衡量 20
3-2-4 不滿意程度之操作型定義與衡量 21
3-2-5 負面情緒之操作型定義與衡量 21
3-2-6 抱怨行為之操作型定義與衡量 22
3-3 抽樣方法 23
3-4 資料分析方法 23
3-4-1 敘述性統計分析 23
3-4-2 信度分析 23
3-4-3 效度分析 23
3-4-4 結構模型分析 23
3-4-5 抱怨行為分析 24
第四章資料分析與結果 25
4-1 敘述性統計分析 25
4-1-1 樣本結構分析 25
4-1-2 網路購物經驗次數分析 27
4-2 信度與效度分析 30
4-2-1 信度分析 30
4-2-2 效度分析 30
4-3 模型分析 32
4-4 抱怨行為分析 35
4-4-1 抱怨行為次數分配分析 35
4-4-2 抱怨行為與下次購買之列聯表分析 36
第五章研究結論 37
5-1 研究結論 37
5-1-1 產品重要性與抱怨行為 37
5-1-2 對抱怨的態度與抱怨行為 37
5-1-3 不滿意程度、負面情緒與抱怨行為 38
5-2 實務建議 38
5-3 研究限制與未來研究建議 39
5-3-1 關鍵事件調查法的缺點 39
5-3-2 工具之限制 40
5-3-3 樣本限制 40
参考文獻 41
中文資料 41
英文資料 41
網路資料 46
附錄 47
正式問卷 47

參考文獻

中文資料
經濟部電子商務發展計畫。(2010)。2010年電子商務年鑑。
闕河士。(1989)。消費者抱怨行為及其影響因素。國立政治大學碩士論文。
英文資料
Andreasen, A. R. & Best A. (1977).Consumers complain: does business respond?Harvard business review, 55, 93-101.
Ahmad, S. (2002). Service Failures and Customer Defection: A Closer Look at Online Shopping Experiences. Managing Service Quality, 12(1), 19-29.
Bearden, W. O., Crockett, M., & Graham, S. (1980). Consumers’’ Propensity to Complain and Dissatisfaction with Automobile Repairs. In H. K. Hunt & R. L. Day (Eds.), Refining Concepts and Measures of Consumer Satisfaction and Complaining Behavior (35-43). Bloomington: Dept. of Marketing, School of Business, Indiana University.
Bitner, M., Brown, S., & Meuter, M. (2000). Technology infusion in service encounters. Journal of the Academy of Marketing Sciene, 28(1), 138-149.
Bitner, M. J., Booms, B. H. and Tetreault, M. S. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, 54(1), 71-84.
Bloch, P. H., & Richins, M. L. (1983). A Theoretical Model for the Study of Product Importance Perceptions. The Journal of Marketing, 47(3), 69-81.
Blodgett, J. G., Wakefield, K. L., & Barnes, J. H. (1995). The effects of customer service on consumer complaining behavior. Journal of Services Marketing, 9(4), 31-42.
Bodey, K., & Grace, D. (2007). Contrasting complainers with non-complainers on attitude toward complaining, propensity to complain, and key personality characteristics: A nomological look. Psychology and Marketing, 24(7), 579-594.
Boshoff, C. (1999). RECOVSAT:An Instrument to Measure Satisfaction with Transaction-Specific Service Recovery. Journal of Service Research, 1(3), 236-249.
Cho, Y., Im, I., Hiltz, R., & Fjermestad, J. (2002). The Effects of Post-Purchase Evaluation Factors on Online vs. Offline Customer Complaining Behavior: Implications for Customer Loyalty. Advances in Consumer Research, 29(1), 318-326.
Cho, Y., Im, I., & Hiltz, R. (2003). The Impact of E-services Failures and Customer Complaint on Electronic Commerce Customer Relationship Management. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16, 106-118.
Day, R. L., & Landon, E. L. (1976). Collecting Comprehensive Consumer Complaining Data by Survey Research. Advances in Consumer Research,3, 263-268.
Day, R. L., & Landon, E. L. (1977). Toward a theory of consumer complaining behavior. In Woodside, A.G., Sheth, J. and Bennett, P. (Ed.), Consumer and Industrial Buying Behavior (425-437). NY: Elsevier North-Holland Inc.
De Matos CA, Rossi CAV, Veiga RT, Voeira VA (2009). Consumer reaction to service failure and recovery: the moderating role of attitude toward complaining. Journal of Services Marketing., 23(7), 462-475.
Diener, E., Smith, H., & Fujita, F. (1995). The Personality Structure of Affect. Journal of personality and social psychology, 69(1), 130-141.
Folkes, V.S., Koletsky, S. & Graham, J.L. (1987). A field study of causal inferences and consumer reaction: the view from the airport. Journal of Consumer Research, 13(4), 534-539.
Forbes, L. P., Kelley, S. W., & Hoffman, K. D. (2005). Typologies of e-commerce retail failures and recovery strategies. Journal of Services Marketing, 19(5), 280-292.
Fornell, C. & Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., and Black, W.C. (1998).Multivariate Data Analysis(5th ed.). Englewood Cliffs, NJ:Prentice-Hall.
Hirschman, A. O. (1970). Exit, voice, and loyalty; responses to decline in firms, organizations, and states. Cambridge, Mass.: Harvard University Press.
Holloway, B. B., & Beatty, S. E. (2003). Service Failure in Online Retailing: A Recovery Opportunity. Journal of Service Research, 6(1),92-105.
Johnston, T. C. & Hewa M. A. (1997). Fixing Service Failures. Industrial Marketing Management, 26(5), 467-473.
King, D., Lee, J., Marshall, P., McKay, J., & Turban, E. (2008). Electronic commerce 2008 : a managerial perspective. Upper Saddle River, NJ: Pearson/Prentice Hall.
Kim, C., Kim, S., Im, S., & Shin, C. (2003). The effect of attitude and perception on consumer complaint intentions. Journal of Consumer Marketing, 20(4), 352-371.
Keng, K. A., Richmond, D., & Han, S. (1995). Determinants of consumer complaint behaviour: A study of Singapore consumers. Journal of international consumer marketing, 8(2), 59-76.
Landon, E.L. (1980). The direction of consumer complaint research. Advances in consumer research. 7. 335-338.
McCollough, M. A., Berry, L. L., & Yadav, M. S. (2000). An Empirical Investigation of Customer Satisfaction After Service Failure and Recovery. Journal of Service Research, 3(2), 121-137.
Nyer, P. U. (2000). An investigation into whether complaining can cause increased consumer satisfaction. Journal of Consumer Marketing, 17(1), 9-19.
Oh, D.G. (2003). Complaining behavior of public library users in South Korea. Library and information science research, 25, 43-62.
Oh, D.G. (2004). Complaining behavior of academic library users in South Korea. Journal of academic librarianship, 30(2), 136-144.
Oliver, R. L. (1997). Satisfaction : a behavioral perspective on the consumer. NY: McGraw Hill.
Prakash, V. (1991). Intensity of Dissatisfaction and Consumer Complaint Behaviors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 4, 110-122.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-233.
Richins, M. L. (1985). The role of product importance in complaint initiation. In R. L. Day & H. K. Hunt (Eds.), Proceedings of the Conference on Consumer Satisfaction, Dissatisfaction and Complaining Behavior (50-53). Bloomington: Indiana University Press.
Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the Web. Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation, Inc., 21(4), 76-94.
Sharma, P., Marshall, R., Alan Reday, P., & Na, W. (2010). Complainers versus non-complainers: a multi-national investigation of individual and situational influences on customer complaint behaviour. Journal of Marketing Management, 26(1-2), 1-2.
Singh, J. (1988). Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues. The Journal of Marketing, 52(1), 93-107.
Singh, J. (1990). Voice, exit, and negative word-of-mouth behaviors: An investigation across three service categories. Journal of the Academy of Marketing Science, 18(1), 1-15.
Stephens, N., & Gwinner, K. P. (1998). Why Don’’t Some People Complain? A Cognitive-Emotive Process Model of Consumer Complaint Behavior. Journal of the Academy of Marketing Science, 26(3), 172-189.
Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. The Journal of Marketing, 62(2), 60-76.
Tronvoll, B. (2011). Negative emotions and their effect on customer complaint behaviour. Journal of Service Management, 22(1), 111-134.
Voorhees, C., & Brady, M. (2005). A Service Perspective on the Drivers of Complaint Intentions. Journal of Service Research, 8(2), 192-204.
Warland, R. H., Hermann R.O. and Willits, J. (1975). Dissatisfied customers: who gets upset and who takes action. Journal of consumer affairs, 9, 148-163.
Yesil, M. (1997). Creating the virtual store : taking your web site from browsing to buying. NY: John Wiley & Sons.
Zeelenberg, M., & Pieters, R. (2004). Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services. Journal of Business Research, 57(4), 445-455.
Zeithaml, V., Berry, L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21(1), 1-12.
網路資料
中華民國網路消費者協會。2010年網路消費十大新聞。2012年4月1日，取自: http://www.nca.org.tw/chhtml/newsdetail.asp?NewsID=1281&NewsGroup=1
資策會FIND。2011年12月底止台灣上網人口。2012年4月1日，取自: http://www.find.org.tw/find/home.aspx?page=many&id=314。
資策會產業情報研究所(MIC)。2010台灣線上購物市場規模3,583億元。2012年4月1日，取自: http://www.iii.org.tw/service/3_1_4_c.aspx?id=127。

指導教授

范懿文(Yi-wen Fan)

審核日期

2012-7-26

推文