服務補救與負面口碑訊息對消費者購買意圖及行為的影響

Abstract

本研究主要在探討當消費者接觸到商家或產品的負面口碑訊息與商家的服務補救措施後，會如何影響消費者的購買意圖與購買行為。本研究以曾經接收過商家或產品的負面口碑訊息且有過購物經驗的消費者為研究對象，希望能了解消費者在接收到產品或商家的負面口碑，以及了解或親身接觸過商家的服務補救措施後，對消費者的購買意願與購買行為會帶來怎樣的影響。 本研究採用Mary C. Gilly and John L. Graham (1998)的負面口碑對購買意願影響之量表，並結合服務補救之知覺公平對服務補救滿意度、購買意願與購買行為的量表，目的是希望能探討負面口碑、服務補救，以及購買意願之間彼此如何互相影響。受測者的購買經驗並不限定於實體商店或網路購物的商品，購買產品種類也沒有限制，希望能探討出適用於各種範圍的行為量表。本研究透過問卷調查法，使用線性結構模式進行路徑分析及信效度分析，希望研究的結果能給予企業未來服務經營的參考。

This study aims to investigate when consumers are exposed to the negative WOM of the salers or product and service recoveries of the salers, and how it will affect consumers' purchasing intentions and behavior. In this study, the study subjects had received negative WOM about the salers or the product and had shopping experience with them. Our purpose is to understand what kind of impact on consumers' purchase intention and behavior when consumer receive the negative WOM and service recovery measures of the salers. In this study, the scale of negative WOM introduces from Mary C. Gilly, and John L. Graham (1998),and combined with the satisfaction of service recovery, purchase intention, and purchase behavior. This study aims to explore the impact among the negative word of mouth, service recovery, and purchase intention. We hope that the results of the study can give business a reference for future service marketing.