現代人的消費習慣是在購買產品或服務以前先去網路上查品牌的評價。其他顧客過去的消費經驗對消費者而言是一項重要的消費參考依據，因此企業需要小心處理公開平台上的負面評價、謹慎選擇回應策略。除了要讓留下負面評價的當事人感到滿意之外，網路上的旁觀者們（Observer）也可能是品牌是未來的消費者，他們的感受也很重要。企業要選擇適當的策略，盡量讓消費者們對品牌留下更好的印象。
此篇論文主要在探討負面評價回應策略對旁觀者的品牌態度的影響。本研究採取2X3的實驗設計，探討刺激型和稱職型兩種不同品牌個性的業者，在面對負面評價時分別採取三種不同的企業回應策略，會不會對旁觀者的品牌態度產生不同的效果。觀察品牌個性各別會對哪些策略產生正面或負面的干擾效果。
研究結果發現：刺激型的經驗品品牌在面對負面評價時做出的回應策略相較於稱職型的品牌會對品牌態度有更正面的影響。其中，刺激型品牌和程序公平的交互作用會增強旁觀者的品牌態度。網路上的回應策略是面向社會大眾的，企業的一舉一動都會成為旁觀者的參考指標。旁觀者對企業產生越高的品牌態度，越有機會從事消費行為，因此企業除了關心當事人的感受，也應該同時考慮回應策略對旁觀者的效果。

Consumers often rely on online reviews before making purchasing decisions. It is crucial for businesses to carefully manage negative reviews and select their complaint response strategies on public platforms since the experiences shared by other customers serve as important reference for thousands of online observers. These observers’ brand attitudes are easily influenced by the information they receive. Apart from satisfying the individuals who leave negative feedback, businesses also need to consider potential customers who act as observers on the internet.
In the previous service recovery research, the satisfaction of complainants with the company's response depends on the perceived distributive justice, procedural justice and interactional justice of these response. In other words, the higher the perceived levels of justice score during the complaint process, the higher the satisfaction with the complaint handling. Compared to the previous research, this paper will focus on the observers’ brand attitudes rather than complainants’ brand attitudes. Also, the research will examine the moderating effect of brand personality to check the impact of brand personality on the relationship between distributive justice, procedural justice, interactional justice and observers’ brand attitudes.
A 2 (brand personality) x 3 (complaint response) experimental design was adopted to explore the effects of excitement or competence brand personality with three different complaint responses. The research result shows that excitement brand has a more positive impact on observers’ brand attitudes than competence brand. Moreover, the interaction between excitement brand and procedural justice further enhances observers’ brand attitudes.

目錄
論文審定書 i
論文公開授權書 ii
中文摘要 iii
英文摘要 iv
第一章 緒論1
第二章 文獻探討4
第一節 業者回應策略4
第二節 旁觀者的品牌態度12
第三節 品牌個性的調節作用14
第四節、經驗品品牌個性的調節作用17
第三章 研究方法21
第一節、研究方法與對象21
第二節、問卷內容設計22
第三節、實驗流程設計25
第四節、前測31
第四章 研究結果32
第一節、敘述統計32
第二節、因素分析33
第三節、信度分析36
第四節、迴歸分析—調節效果檢驗38
第五章 結論與建議41
第一節、研究結果41
第二節、研究貢獻和管理意涵41
第三節、研究限制43
第四節、未來研究建議43
參考文獻44
附錄 47
圖次
圖2-1 TAX, BROWN & CHANDRASHEKARAN 的服務補救流程圖6
圖2-2 研究架構圖20
圖3-1: APRIL HOTEL 官方網站概念圖23
圖3-2: 君子酒店官方網站概念圖24
圖3-3 實驗流程圖30
表次
表 2-1 公平理論三因子文獻內容整理10
表2-2 JENNIFER AAKER品牌個性量表15
表3-1 實驗分組25
表 3-2 TAX, BROWN & CHANDRASHEKARAN公平理論名目型定義26
表 3-3 操作型定義：公平程度量表27
表 3-4 品牌態度名目型定義整理28
表 3-5 操作型定義：品牌態度量表29
表4-1 樣本次數分配表32
表4-2 公平程度量表的KMO與BARTLETT檢定33
表4-3 公平程度量表旋轉係數矩陣（調整後）34
表4-4 品牌態度量表的KMO與BARTLETT檢定34
表4-5 品牌態度量表旋轉係數矩陣35
表4-6公平程度量表可靠性統計量36
表4-7 公平程度量表各題項之CRONBACH’S ALPHA36
表4-8 公平程度量表可靠性統計量37
表4-9 品牌態度量表各題項之CRONBACH’S ALPHA37
表4-10分配公平、程序公平、互動公平、品牌個性對品牌態度之交互作用分析39
表4-11分配公平、程序公平、互動公平、品牌個性之迴歸係數40

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