儘管過往研究已驗證了面對面溝通中顧客不文明行為的負面影響，但對網路溝通中顧客不文明行為（即顧客網路不文明行為）的探討卻相對較少。基於歸因模糊理論和資源保存理論，本研究提出並驗證了顧客網路不文明行為如何以及何時影響服務人員的工作和非工作結果。本研究採用經信度校正的單指標潛在調節結構模型（RCSLMS），對102名全職服務人員進行為期10個工作日的日記法調查。結果表明，每日經歷顧客網路不文明行為的員工，會在當天晚上表現出更高的自我耗竭，由此導致更多的職家衝突。研究還檢验了兩種社會支援對顧客網路不文明行為負面結果的緩解作用。具體而言，個人內層面的認知社交分享和個人間層面的工作社會支援均可減弱顧客網路不文明行為对自我耗竭的滯後影響，並透過自我耗竭進一步減弱對職家衝突的影響。然而，顧客網路不文明行為透過自我耗竭對員工次日角色外服務行為的條件式間接影響假設沒有得到支持。本文拓展了過往對工作場所不文明行為的研究，為顧客網路不文明行為的概念化以及不同層面上社會支援的緩解作用提供了實證。最後，本研究討論了與之相關的理論和實踐意涵。

Although previous research has confirmed the adverse effects of customer incivility occurring in face-to-face communication, little is known about customer incivility that manifested itself in online interactions (i.e., customer cyber incivility). Drawing on attributional ambiguity theory and conservation of resource (COR) theory, the present study theorized and examined how and when customer cyber incivility affects employees’ work and non-work outcomes. Data collected from 102 full-time employees across 10 consecutive workdays were analyzed using a reliability-corrected single-indicator LMS (RCSLMS). The results showed that employees exposed to daily customer cyber incivility at work reported an increased level of ego depletion at night which, in turn, resulted in a higher level of work-family conflict. The study also confirmed that two types of social support exert stress-alleviating effects on the negative outcomes of customer cyber incivility. Specifically, both intrapersonal cognitive social sharing and interpersonal job social support can diminish the time-lag effect of customer cyber incivility on ego depletion, and further weaken its positive impact on work-family conflict via ego depletion. However, the conditional indirect impact of customer cyber incivility on the next day’s extra-role service behavior through ego depletion was not supported. This study extends prior research on workplace incivility by providing empirical evidence for the conceptualization of customer cyber incivility and the buffering role of both social supports at different levels. The theoretical and practical implications were discussed.

THESIS VALIDATION LETTER (CHINESE) i
ACKNOWLEDGE (CHINESE) ii
ABSTRACT (CHINESE) iii
ABSTRACT (ENGLISH) iv
TABLE OF CONTENTS v
LIST OF FIGURES vii
LIST OF TABLES viii
1. INTRODUCTION 1
1.1 Research Motivation 1
1.2 Research Purpose and Contribution 5
2. THEORY AND HYPOTHESES DEVELOPMENT 7
2.1 Cyber Incivility in the Customer Service Context 7
2.2 Attributional Ambiguity Theory and COR Theory in Customer Cyber Incivility 10
2.3 Daily Customer Cyber Incivility and Daily Ego Depletion 13
2.4 Work Outcome as a Lagged Effect of Daily Customer Cyber Incivility: The Mediator of Ego Depletion 15
2.5 Non-work Outcome as a Lagged Effect of Daily Customer Cyber Incivility: The Mediator of Ego Depletion 16
2.6 Resource-based Moderator at Within-individual Level: Cognitive Social Sharing 18
2.7 Resource-based Moderator at Between-individual Level: Job Social Support 21
3. METHOD 25
3.1 Sample and Procedure 25
3.2 Measures 27
3.3 Analytic Strategy 30
4. RESULTS 32
4.1 Descriptive Statistics 32
4.2 Multilevel Confirmatory Factor Analysis (MCFA) 33
4.3 Hypotheses Testing 35
4.4 Supplementary Analysis 42
5. DISCUSSION AND CONCLUSION 46
5.1 Theoretical Implications 46
5.2 Practical Implications 49
5.3 Limitation and Future Research 51
5.4 Conclusion 53
REFERENCES 54
APPENDIX 1. THE BASELINE SURVEY 69
APPENDIX 2. DAILY AFTERNOON SURVEY 73
APPENDIX 3. DAILY EVENING SURVEY 76

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