服務失敗對再購意圖的影響：服務補救公平性的調節作用

The Impacts of The Service Failure on Repurchase Intention: The Moderating Role of Service Recovery Justice

儘管服務失敗愈來愈引起人們的關注，但對於服務失敗和補救工作如何影響電子商務環境中的再購意圖則知之甚少。因此，本研究目的是解釋服務失敗和電子商務服務補救公平性如何影響再購意圖。本研究共收集了142份問卷，以收集顧客實際遭受線上服務失敗的看法。研究結果顯示，網站、遞送和商品服務失敗會對滿意度產生負面的影響，而滿意度則會對再購意圖產生正向的影響。再者，研究結果顯示服務補救公平性在服務失敗中的網站和商品服務失敗構面與滿意度之間具有調節作用。最後，本研究提出增進顧客滿意度與再購意圖的具體建議。

Despite the growing attention service failure receives, little is known about how service failure and recovery efforts impact on repurchase intention in e-commerce context. The purpose of this study is to examine how repurchase intention is affected by service failure and an e-commerce service recovery justice efforts. The current study collects 142 questionnaires to gather customers’perceptions of actual online service failure encounters. Research findings demonstrate that website, delivery and goods service failures can negatively impact satisfaction, and the satisfaction can positively impact on repurchase intention. Additionally, the results show that service recovery justice plays a moderating role between service failure and satisfaction in the website and goods service failure dimensions. Finally, specific recommendations of this study are provided for e-commerce vendors to enhance customer satisfaction and repurchase intention.