服務失誤之特性、消費者寬恕、品牌信任與再購意願之結構關係模型分析

Abstract

隨著網路日漸普及，電子商務的發展日趨成熟，網際網路的商業化趨勢使其成為一種新的溝通、交易模式，網路購物成為消費者最有效率尋找商品的重要管道，然受限於產業之特性，服務失誤在網路購物產業中至關重要。 過往研究多集中於服務失誤補救之探討，然有學者指出，即使顧客接受了卓越的補救措施，其心中仍有可能存在不愉快的負面情緒反應，因此在服務失誤難以完全避免的前提下，相較於服務失誤補救對於提升顧客滿意所帶來的短期效果，消費者寬恕才是企業應努力的關鍵所在，若能獲得顧客之寬恕，則有助於實現顧客保留之目標。 然寬恕雖於心理學及哲學領域中蓬勃發展，其於商業領域中之應用甚少，因此本研究希望透過實證研究，了解影響消費者寬恕之因素，參考過去學者對消費者寬恕之相關研究架構，於模型中納入新穎程度、可歸責性、同理心、品牌信任等變數，並將服務失誤補救作為干擾變數，以經歷過網路購物服務失誤之大眾為研究對象，樣本收集方式採用網路問卷之形式，共回收308份有效問卷，並以LISREL與SPSS為研究分析工具，藉以探討消費者寬恕與新穎程度、同理心、品牌信任之連結關係。 研究分析結果發現：（1）消費者寬恕程度受到新穎程度及同理心之正向影響。（2）消費者寬恕程度受到失誤持續時間及可歸責性之負向影響。（3）服務失誤補救並不會干擾新穎程度等因素對消費者寬恕之影響。（4）消費者寬恕會提高品牌信任程度及再購意願，品牌信任程度亦正向影響再購意願。

Since the maturity of internet, e-purchasing action has been one of the important issues of electronic commerce of consumer behavior research. It turns into a new way of business and communication. And the issues of service failure and recovery are becoming more important nowadays. Service failure has gained public attentions in the past decades. Previous studies rarely examined the effects of consumer forgiveness. Though receiving excellent service recoveries, some customers still remain aggrieved. Because service failures can not be totally avoided, service providers should realize that gaining consumer forgiveness is more important than merely implementing service recovery strategies. The concept of forgiveness has received significant attention in the field of philosophy and psychology. However, little is known about the application of this concept in the business domain. So, the study develops a model to examine the factors that affect consumer forgiveness. Questionnaire survey was taken and in the end 308 samples were successfully retrieved. Data collected from the survey were analyzed with LISREL method. Results by our analysis indicated that customers with higher empathy tended to forgive service providers. Novelty was positively associated with consumer forgiveness. And, outcome uncertainty and duration were negatively associated with consumer forgiveness. Also, service recoveries had no significant moderation effect between customer forgiveness and its triggers. Moreover, consumer forgiveness was positively associated with brand trust and repurchase intention.