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題名:網站服務失誤補救公平性對再惠顧意向與品牌權益影響之研究-兩岸三地比較
作者:陳鏡堯
作者(外文):Ching-Yao Chen
校院名稱:國立雲林科技大學
系所名稱:企業管理系博士班
指導教授:鍾從定
學位類別:博士
出版日期:2013
主題關鍵詞:調節效果網站服務服務補救品牌權益信任情感依附emotional attachmenttrustservonline stores
原始連結:連回原系統網址new window
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虛擬通路商有別於一般實體通路商的特質,面對競爭日益激烈的線上購物市場,在購物網站的顧客關係管理中,維持及創造顧客對一購物網站的信任關係,能夠正面影響顧客知覺價值,進而有效維繫顧客忠誠度,強化網站品牌權益,如此,才能建立企業的持久性競爭優勢。本研究以關係行銷觀點探討在線上購物網站的服務補救情境之下,服務補救公平性─品牌權益之影響模式,認為原來十分信任該購物網站的顧客會受到知覺服務補救公平性而影響到其既有的知覺價值及情感依附,進而對購物網站的品牌權益產生影響。並以依附理論及公平理論以建構整合式的購物網站消費者心理上的態度變化及行為模式。
研究過程以中國大陸、香港、台灣三個地區為抽樣母體,有效回收問卷達成775份問卷。再利用調查研究法以成分基礎的線性結構模式分析法(component-based structural equation modeling, CBSEM)針對回收之問卷,進行資料分析與模型驗證。研究希望能釐清在信任、價值、滿意度與忠誠度等構面相互均有顯著相關性。研究發現信任是影響知覺價值、情感依附的最重要的因素;同時信任也會透過價值來影響品牌權益,證實知覺價值與情感依附具有中介變數效果;另在服務補救過中,服務補救公平性認知對於知覺價值及品牌權益之闗係有正向影響,而顧客情感依附與品牌權益之關係可能因服務補救公平性認知而減弱。
This research framework is based on the context of e-service recovery, and emphathizes emotional attachment to discuss the influences on the customers repurchase intentions and brand equity of online stores. It examines how customer perceived trust, emotional attachment perceived value, and service recovery fairness influence customer brand equity. This study aims to highlight the potential impact of customer emotional attachment and the effect of service recovery fairness in the context of online stores’ service recovery. Analyses of the data collections were from China, Hong Kong, and Taiwan. The findings indicate that trust is the most important factor that influence perceived value, emotional attachment; meanwhile, trust can influence on brand equity through value, which implies that perceived value and emotional attachment have mediating effect. In addition, the perception of service recovery fairness has positive impact on the relationship between perceived value and brand equity. However, the relationship between customer emotional attachment and brand equity can be mitigated by the perception of service recovery fairness. Furthermore, Chinese customer are found to be easily influenced by the emotional bond with shopping site, which implies that the role of service recovery fairness may not effectively strengthen brand equity.
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