網路中的商業活動，通路型態由實體轉向虛擬。即使通路型態的快速變遷，消費者的基本要求仍然要穩定的服務品質及產品品質，並能切合心中的期待與期盼。在服務瑕疵無法避免下，消費者接受服務補救後，心中所產生的認知將會直接的影響到未來的消費決策。本研究利用公平理論來進行評量標準消費者在接受服務補救後的心理認知程度；公平理論影響消費者受補償滿意程度，進而改變了未來的消費決策與行為，例如口碑傳銷傾向，再購意願等。最後，探討有關累積線上購物經驗對消費者補償後滿意度、口碑傳銷傾向，以及再購意願產生干擾效果。本研究採取驗證式因素分析（CFA）進行問卷信效度檢驗，採用線性結構模型（SEM）檢驗假設與整體架構適配度，Fisher-Z轉換檢驗干擾效果。資料分析的結果顯示，消費者在接受補償之後，若是補償的實質內容與流程或是政策可以讓消費者覺得公平，將會有較高的滿意度。但是對於互動公平的認知，則無法顯著影響消費者被補償後的滿意度；同時，高度滿意的消費者，將會有較高的正向未來消費決策傾向。在干擾效果，高頻率網路購物經驗群體，在同樣的補償政策或是補救內容下，將會是較容易被滿足，而且也較容易產生正向消費決策的一群。

In the age of the Internet, commercial activities have changed dramatically. The most interesting and significant transformation is that transaction platforms have evolved from physical to virtual forms. Although commercial channels have diversified, consumers’ basic needs never changed. While it is virtually impossible to completely avoid service failures, the ability of firms to recover after service failure is a critical factor affecting online shopping loyalty. Therefore, this study begins with consumer perception of service recovery, and adapts the justice theory to evaluate their perceptions. In addition, this paper discusses how justice theory affects the satisfaction with recovery and how future consumers’ behaviors (i.e. word-of-mouth and repurchase intention) will be affected by satisfaction with recovery. Finally, this investigation explores whether or not there are moderate effects of cumulative online purchasing experience. This study adopted confirmatory factor analysis (CFA) to confirm the reliability and validity of measurement, structural equation model (SEM) to test the correlations among all constructs, and Fisher-Z transformation to inspect the moderate effects. The results show that consumers will be satisfied when they feel the outcomes and the policy or processes of service recovery are fair in comparing with their losses, but the hypothesis of interaction justice is not supported. Meanwhile, a higher satisfaction with recovery leads to a higher positive word-of-mouth and repurchase intention. Moreover, the moderate effect of cumulative online shopping experience is still significant. Consumers with a higher frequency of online purchasing experience demonstrate a degree of satisfaction than those of the lower frequency group in response to equivalent recovery activities and have stronger word-of-mouth and repurchase intentions.

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