網路團購加值服務對顧客滿意度及網路口碑之影響－－以消費者知覺公平為調節變項

The Effects of Value-Added Service on Customer Satisfaction and Electronic Word-of-Mouth of Online Group Buying: The Moderating Effect of Consumers’ Perceived Justice

本研究採用實證分析方式，以台灣地區曾經參與網路團購之消費者為問卷調查對象，運用迴歸分析方式驗證所提出之研究假說，探討消費者在參與網路團購時，網路團購業者提供的加值服務對顧客滿意度及網路口碑之影響，同時分析顧客滿意度之中介效果及消費者知覺公平的調節效果。重要研究結果如下：加值服務對顧客滿意度呈現顯著的正向影響；加值服務及顧客滿意度均對網路口碑呈現顯著的正向影響；知覺公平在顧客滿意度對網路口碑之影響具有調節效果；顧客滿意度在加值服務對網路口碑之影響具有部分中介效果。研究結果可作為網路團購平台業者改善服務品質及擬定行銷策略之參考。

The study conducts an empirical analysis and selects the consumers who have ever made online group shopping in Taiwan as samples. The method of regression analysis is adopted to test the proposed hypotheses. The purposes of the research are to explore the effects of value-added service on customer satisfaction and electric word-of-mouth. Besides, the mediating effect of customer satisfaction and the moderating effect of perceived justice are also examined. The important results are listed as follow. Value-added service shows a significantly positive effect on customer satisfaction. Besides, both value-added service and customer satisfaction have a significantly positive effect on electric word-of-mouth. Further, perceived justice can moderate the relationship between customer satisfaction and electric word-of-mouth. Finally, customer satisfaction can partially mediate the relationship between value-added service and electric word-of-mouth. The findings can provide the website platform suppliers as a reference for improving their service quality and designing the marketing strategies.