網路購物之顧客抱怨行為研究

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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)

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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

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網路資料
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指導教授

范懿文(Yi-wen Fan)

審核日期

2012-7-26

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