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研究生: 李玟
Lee, Wen
論文名稱: 網路購物產品不確定性、購買後失調與後悔及滿意度間關係
The Relationship Among Product Uncertainty, Post-Purchase Dissonance, Regret and Satisfaction in Online Shopping
指導教授: 黃瀞瑩
Huang, Ching-Ying
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理學系
Department of Business Administration
論文出版年: 2022
畢業學年度: 110
語文別: 中文
論文頁數: 73
中文關鍵詞: 網路購物產品不確定性購買後失調服務補救階層回歸分析
外文關鍵詞: Online Shopping, Product Uncertainty, Post-Purchase Dissonance, Service Recovery, Hierarchical Regression
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  • 近年來網路購物蓬勃發展,除了因為智慧型手機的問市及發展、行動通訊技術的進步與普及,也因為新冠肺炎疫情嚴重,改變了人們的消費行為,開始減少前往實體商店的消費,促使許多尚未使用過網路購物的消費者開始使用網路購物。然而,網路購物雖然方便,消費者卻沒有辦法在購物時實際看到商品,因此可能出現難以評估該商品是否適合自己及無法評估商品品質的問題,這種現象稱之為產品不確定性;而消費者在購買之後,可能會與其他替代品進行比較,如果他們認為替代品可能會有較好的表現時,可能會產生購買後失調。產品不確定性與購買後失調,均有可能導致消費者產生負面心理狀態,進而讓消費者感到後悔甚至是進行退貨。
    本研究探討產品不確定性、購買後失調是否會導致後悔的發生,並欲了解服務補救策略是否對於後悔及滿意度之間具有調節關係,以及服務補救在補救前的情緒及補救後的滿意度之間是否有中介關係,提供給網路購物業者改善服務或網頁時之參考。
    本研究以問卷方式進行研究,針對曾經使用過網路購物的消費者為研究對象,並進行前測以檢驗各個構面的問項,作為正式問卷修訂之依據,以描述性統計、多元階層回歸分析資料。
    研究結果顯示,產品適配不確定性及情緒失調會導致消費者後悔,後悔程度越高滿意度就會越低;而消費者對於購買的產品品質的不確定以及對於是否該購買該產品的疑慮會先影響對於程序公平的感知,進而對滿意度有顯著影響,對於產品是否適合自己的疑慮會先影響到對程序公平的感知,對於滿意度有部分影響。

    Recently, people's consumption behavior has changed not only because of the development of smartphones and mobile communication technology but also because of the Covid-19 pandemic. However, product uncertainty may occur because consumers cannot evaluate the product at the time of purchase. Also, post-purchase dissonance may occur when consumers compare their purchases with other alternatives if they believe the alternatives may perform better. Both product uncertainty and post-purchase dissonance may lead to consumer regret or return.
    This study investigates whether product uncertainty and post-purchase dissonance lead to regret and understands whether service recovery has a moderating relationship between regret and satisfaction. Also, testing whether service recovery has a mediating effect between pre-recovery emotion, and post-satisfaction. It can be used as a reference for online shoppers to improve their services or websites. This study was conducted by questionnaire, targeting consumers who had used online shopping.
    The study showed that product fit uncertainty and emotional dissonance would lead to consumer regret, and regret has a negative effect on satisfaction level. Consumers' uncertainty about the quality of the product and doubts about whether they should buy the product would first affect the perception of procedural justice, which would then impact satisfaction. Doubts about whether the product fits them will first affect the perception of procedural fairness and partially affect satisfaction.

    摘要I ABSTRACT II 誌謝VI 目錄VII 表目錄IX 圖目錄X 第一章 緒論1 第一節 研究背景1 第二節 研究問題3 第三節 研究流程4 第二章 文獻探討6 第一節 產品不確定性6 第二節 購買後失調11 第三節 購買後後悔及其影響16 第四節 服務補救19 第三章 研究方法22 第一節 研究架構22 第二節 研究假設25 第三節 問卷量表設計28 第四節 前測因素分析與信度分析32 第四章 研究結果39 第一節 人口統計變項39 第二節 因素分析與可靠度分析42 第三節 迴歸分析46 第四節 調節與中介48 第五節 人口統計變項差異分析51 第六節 小結53 第五章 結論與建議54 第一節 研究摘述54 第二節 研究結果與討論54 第三節 研究貢獻及實務意涵56 參考文獻59 附錄 正式問卷68

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