面對網路商店進入下雙通路競爭之定價策略

Optimal Pricing under Cross-Channel Competition: Internet versus Traditional Stores

網路購物已成為常見的消費者購物管道，在無法直接面對面的交易環境下，形成與實體通路較不一樣的服務型態。本研究以期望符合理論為基礎，納入認知公平及補救歸因，探討網路購物服務失誤型態與補救，對於顧客滿意度與再購意願的影響，並且將轉換成本之干擾效果進行探討。研究結果顯示，失誤歸因對顧客期望有正向影響，但卻不影響補救後滿意度；認知公平對補救績效及補救後滿意度有正向影響。此外，服務補救績效對期望符合有顯著影響，但顧客期望對期望符合有負向影響；期望符合會影響補救後滿意度，進而提升再購意願。再者，轉換成本會干擾補救後滿意度與再購意願間關係。

Online shopping has become a quite popular phenomenon. Without face-to face communication, service recovery for online service providers becomes difficult. This study develops a framework which integrates expectation-confirmation theory and equity theory, and includes switching cost as a moderator for the influence of satisfaction on repurchasing intention. The results indicate that service recovery has a positive influence on expectation confirmation and perceived justice. Customer expectation has a negative impact on expectation confirmation. Service failure attribution has a positive impact on customer expectation, but does not impact satisfaction. Perceived justice and expectation confirmation have influences on satisfaction, and satisfaction in turn leads to repurchasing intention. Switching costs, moderate the relationship between satisfaction and repurchasing intention.