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研究生：	陳韋志 Chen, Wei-Chih
論文名稱：	自利，公平，為他人之社會正義對再購意願之影響 The Effect of Self-interest, Fairness, and Social Justice for Others toward The Repurchase Intention
指導教授：	張巍勳 Chang, Wei-Shiun
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士在職專班 Institute of International Management (IIMBA--Master)(on the job class)
論文出版年：	2016
畢業學年度：	104
語文別：	英文
論文頁數：	95
中文關鍵詞：	自利、公平、社會正義、消費者滿意、再購意願、認知失調理論、公平理論、社會比較理論、抵制
外文關鍵詞：	Self-interest, Fairness, Social justice, Customer satisfaction, Repurchase intention, Cognitive dissonance theory, Equity theory, Social comparison theory, Boycott
相關次數：	點閱：218 下載：2
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近幾十年來，公平理論被用來研究工作動機，缺乏涉及消費者負面經驗的知識，少有研究試圖衡量消費者不公平的經驗，此研究之主要目的為基於公平理論研究在不公平構面上的關鍵要素：自利，公平，為他人之社會正義對再購意願之影響、通過實驗室實驗，此項研究之知識預期能結合理論與實務，總共有2880樣本數；結果指出自利具有顯著效果並清楚呈現消費者對於損失與利得有所反應，消費者會選擇最大化利益的方案，另一方面，基於消費者體驗，消費者對其他人的評價有所反應，而不關心自身與其他消費者之間的不平等。

Over the decades, equity theory has been devoted to study job motivation, lack of knowledge relate to negative purchasing experience of consumers. Few studies tried to measure consumer inequity experience. The purpose of this study is based on the equity theory to examine the key factors on the injustice dimensions: self-interest, fairness, social justice for others toward the repurchase intention. By using laboratory experiments, the knowledge of this study will be expected to combine theory with practice. Total are 2880 observations; the results of the experiment indicated that self-interest is solid. It clearly presents consumer response to their own benefit or loss. Consumer will make the decision which can maximize their profit. On the other hand, based on consumer experience, consumer react for others valuation, but do not care the inequity between self and the other buyer.

摘要	I
ABSTRACT	II
ACKNOWLEDGEMENTS	III
TABLE OF CONTENTS	V
LIST OF TABLES	VII
LIST OF FIGURES	VIII
CHAPTER ONE INTRODUCTION	1
1.1	Research Background and Motivation.	1
1.2 Research Object and Contributions.	3
1.3 Research Plan and Scope of Research.	4
1.4 Research Structure.	6
1.5 Research Process.	6
CHAPTER TWO LITERATURE REVIEW	8
2.1 Theoretical Background.	8
2.2 Relationship among Research Constructs.	16
CHAPTER THREE EXPERIMENTAL DESIGN	22
3.1 Research Design.	22
3.2 Definition of Variable.	24
3.3 Summary of Hypotheses.	25
3.4 Develop for Variables.	25
3.5 Sampling Plan.	28
3.6 Experimental Procedure.	29
3.7 Data Analysis Procedure.	30
CHAPTER FOUR EXPERIMENTAL RESULTS AND FINDINGS	32
4.1 Pilot Study.	32
4.2 Data Collection.	33
4.3 Descriptive Analysis.	34
4.4 The Relationship between Independent Variable and Dependent Variable.	39
4.5 Model Fitting Test.	41
CHAPTER FIVE CONCLUSION AND SUGGESTIONS	43
5.1 Research Conclusion.	43
5.2 Research Discussion and Implications.	44
5.3 Research Limitations and Suggestion for Future Studies.	45
REFERENCES	46
APPENDICES	50

 
LIST OF TABLES
Table 1-1 Scope of This Study	5
Table 2-1 Previous Study of Justice	12
Table 3-1 Variables and Definitions	24
Table 3-2 Three Dimensions of Justice, Self-interest, Fairness and Social Justice for Others	25
Table 3-3 Description of Manipulation	26
Table 3-4 Summary of Observe Sample Size	28
Table 4-1 The Demographic Information of Pilot Study	33
Table 4-2 High-Low Matrix of Four Treatments	34
Table 4-3 Summary of Personal Information from Experiment Participants	35
Table 4-4 Manipulation Coding	36
Table 4-5 Aggregate Decision Result across Treatments	37
Table 4-6 Logistic Regression for Three Inequity Variable	37
Table 4-7 Logistic Regression for satisfaction	39
Table 4-8 Repurchase Intention Calculation	39
Table 4-9 Goodness-of-Fit Test	41
Table 4-10 Hosmer-Lemeshow Goodness-of-fit Test	41
Table 4-11 Likelihood-ratio Test	42
Table 5-1 Summary of Experimental Hypothesis	43
 
LIST OF FIGURES
Figure 1-1. Flow chart of the study	6
Figure 3-1. Conceptual framework of this study	23
Figure 3-2. Summary of experimental treatments	27
Figure 3-3. Experimental procedure	30
Figure 4-1. Calculation for the non-parametric test for delta effect	40
                                    

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