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Title page for etd-0828113-160407


URN etd-0828113-160407 Statistics This thesis had been viewed 1017 times. Download 0 times.
Author Yun-Chieh Hsieh
Author's Email Address No Public.
Department Management Business Administration
Year 2012 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 111
Title The Impacts Of Service Failure, Consumer And Obligation Types On Complaining Behaviors In E-Tailing
Keyword
  • Process Failure
  • Outcome Failure
  • Communal
  • Exchange
  • Self-Obligation
  • Social-Obligation
  • Social-Obligation
  • Self-Obligation
  • Exchange
  • Communal
  • Outcome Failure
  • Process Failure
  • Abstract Industrial transformation and rapidly growth of tech, the Internet has become an unavoidable tool that people surf on it daily. Due to the convenience and the diversity functions of the Internet, and fast booming of otaku economy, online purchasing has become more and more popular for consumers. The Internet is boundless, and online purchasing has brought positive effect as convenience, but also negative effect such as online shopping failure and poor quality of online products; therefore, it is important to understand the reasons and influences for online shopping failure. Comprehend the causes and effects of online shopping service failure, and its influence are definitely necessary. Past research were focused on customers’ dissatisfaction caused by different service failure types. This study not only investigates the influence from different service failure types but also adds two variables of consumer types and obligation types. The study investigates the difference of consumers complaining behaviors that caused by the impact of these two variables on dissatisfaction. The study uses between-subjects factorial design and scenario manipulation to illustrate cause and effect of customers’ dissatisfaction.
    This study adopts a 2 (service failure types: process failure vs. outcome failure) ×2 (consumer types: communal type vs. exchange type) ×2 (obligation types: self-obligation vs. social obligation) between-subjects factorial design to examine whether consumer types and obligation types will influence customers’ complaining behaviors.
    The study chooses subjects with online shopping experiences, and to control the homogeneity of the subjects, we choose university students as experimental subjects. We use SPSS software and ANOVA statistical analysis to examine the effects of variables.
    The empirical results of this study indicate that (1) the main effects of service failure types have significant impacts on consumer’s dissatisfaction and complaining behaviors; (2) consumer types have significant impacts on dissatisfaction and switch, and have no significant difference in feelings of betrayal, voice, and negative word-of-mouth; (3) obligation types have significant impacts on consumer’s dissatisfaction, feelings of betrayal, voice, and make no significant difference in negative word-of-mouth and switch; (4) the results implied that if under service outcome failure context, then social-obligation types consumers are more likely to have negative reactions, such as dissatisfaction, feelings of betrayal, voice; (5) the results implied that under service outcome failure context, the interaction effect of different consumer types (communal type vs. exchange type) and different obligation types (self-obligation vs. social obligation) make no significant difference in customers dissatisfaction and complaining behaviors. In addition, the interaction effect of different service failure types (process vs. outcome), different consumer types (communal type vs. exchange type) and different obligation types (self-obligation vs. social obligation) make no significant difference in customer’s dissatisfaction and complaining behaviors.
    Advisor Committee
  • Mei-Fang Chen - advisor
  • Files indicate in-campus access at 5 years and off-campus not accessible
    Date of Defense 2013-07-01 Date of Submission 2013-08-28


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