초록 열기/닫기 버튼
本研究以服務失敗可能性相對較高的網購消費者為研究物件，致力於研究感知公平(分配公平, 程式公平, 互動公平, 資訊公平), 情緒(正面情緒, 負面情緒), 服務補救滿意度與整體滿意度間的結構關係，並檢驗企業形象在感知公平與服務補救滿意度關係中所起的調節作用，有助於線上購物網站運營商把握制定有效服務補救戰略的關鍵要因. 本研究通過500個樣本的調查進行實證研究，並對樣本進行了信任度分析. 探索性因數分析和確定性因數分析，並運用AMOS進行了假設檢驗. 結果表明，感知公平對正面情緒和服務補救滿意度呈正向影響，對負面情緒呈負向影響; 正面情緒對服務補救滿意度呈正向影響，負面情緒對服務補救滿意度無顯著影響; 服務補救滿意度對整體滿意度呈正向影響; 在感知公平四維度中的互動公平和資訊公平與服務補救滿意度的關係中，企業形象起著調節作用. 在此基礎上，文章理論聯繫實際, 提出了啟示與未來研究的方向.
The purposes of this study are to analyze the interrelationship among perceived justice dimensions,perceived emotional dimensions, recovery satisfaction and overall satisfaction, to examine whethercorporate image plays moderating role in the relationship between perceived justice dimensions andrecovery satisfaction of online shopping customers in a service recovery context. This study is toidentify key factors influencing the effective service recovery strategies of online-shopping operatorsand managers. Data were gathered by a survey from online shopping customers who experienced a service failureand recovery. A total of 500 questionnaires were usable, and hypothesis testing were performedusing AMOS. The results show that all four justice dimensions of distributive justice, proceduraljustice, interactional just and informational justice are positively related to positive emotion andrecovery satisfaction, and all four justice dimensions are negatively related to negative emotion. Bothpositive and negative emotions have a significant effect on recovery satisfaction. Recovery satisfactionhas a positive effect on overall satisfaction. Additionally, the results find that corporate image playsa moderating role in the relationship between interactional justice and informational justice andrecovery satisfaction. Finally, this study suggests the implications for managers and scholars, and alsooffers directions for future research.
키워드열기/닫기 버튼
Justice Dimensions, Emotion Dimensions, Recovery Satisfaction, Overall Satisfaction, Corporate Image
