隨著網絡技術的迅猛發展，外送平台市場競爭日益加劇。越來越多的用戶透過移動裝置來點餐，避免了前往實體店面的時間成本。然而，在外送服務的使用率日增的同時，服務失誤也時有發生。因此，本研究從心理學的視角出發，旨在探討當服務失誤發生時，補償對消費者的心理反應及其後續行為影響。
本研究採用實驗設計法，透過 2x2 二因子設計，分析了過程失誤與結果失誤以及相對剝奪感對消費者心理的影響。我們專注於外送服務產業中賠償策略對感知公平、相對剝奪感、負面情緒的影響，以及這些心理變量如何進一步影響消費者行為。
研究發現，在給予不同的補償情況下，消費者對賠償的感知公平和相對剝奪感對負面情緒有顯著的影響。換句話說，當消費者認為賠償不公平且感到相對剝奪時，他們更容易產生負面情緒。在研究的最後經檢定驗證完後的結果，確實補償比其它同事件消費者少較容易產生相對剝奪感。
基於以上發現，本研究建議業者應重視消費者對賠償的感知公平和相對剝奪感，並對消費者負面情緒的管理予以足夠重視。這不僅有助於改善消費者對品牌的口碑，也有利於提升其再購意願和形成積極的品牌態度。

With the surge in internet technology, the delivery platform market faces growing competition. Increasingly, users opt for mobile orders to save time. However, as delivery service usage grows, so do service errors. This study examines from a psychological perspective how compensation affects consumers' reactions and behaviors following service failures.
Using a 2x2 factorial design, it explores the effects of process and outcome errors, and feelings of relative deprivation on consumer psychology, focusing on how compensation strategies impact perceived fairness, relative deprivation, and negative emotions, and their subsequent effect on consumer behavior.
Findings indicate that consumers' perceptions of fairness and feelings of relative deprivation significantly influence negative emotions, especially when they perceive compensation as unfair or feel more deprived than others. The study suggests that businesses should consider consumers' fairness perceptions and manage negative emotions effectively to enhance brand reputation and encourage repeat purchases.

論文審定書 i
中文摘要 ii
英文摘要 iii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的與問題 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 服務失誤與服務補救 7
第二節 期望不確認 11
第三節 感知公平 12
第四節 相對剝奪感 13
第三章 研究方法 16
第一節 研究架構與假說 16
第二節 問卷設計 24
第三節 資料收集 29
第四章 資料分析 30
第一節 描述性統計分析 30
第二節 衡量模型 32
第三節 假說驗證 40
第五章 結論與建議 44
第一節 研究結論 44
第二節 學術貢獻 45
第三節 實務貢獻 45
第四節 研究限制未來建議 46
參考文獻 47
附錄 56

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https://www.sciencedirect.com/science/article/abs/pii/S0268401211001046
https://www.sciencedirect.com/science/article/abs/pii/S0278431922002079