隨著網路的快速發展，外送平台的競爭也日益激烈。眾多用戶僅需透過行動裝置，就能輕鬆在家等待美味餐點送到門口，無需額外花時間至實體店家排隊購買。然而，隨著越來越多用戶選擇使用外送平台服務，服務失效在過程中難免發生。因此， 本研究從心理學的角度出發，探討當外送平台發生服務失效情境下，不同嚴重性的失效與組織間不同補償金額對消費者期望不確認、相對剝奪感、感知公平及正向情緒的影響。並進一步探討這些變數如何影響消費者的負面口碑意願、品牌態度及再購意願。
研究方法使用2x2因數實驗設計，操縱兩種失效嚴重性(過程失效、結果失效)及組織間兩種補償金額(高、低)。採用結構方程模型分析220份有效問卷。在研究結果發現，(1) 期望不確認降低感知公平及正向情緒，(2) 感知公平提高正向情緒，(3) 相對剝奪感降低感知公平及正向情緒，(4) 正向情緒降低負面口碑並提高品牌態度及再購意願，(5) 結果失效與過程失效對於期望不確認的影響有顯著差異，(6) 組織間優越補償與剝奪補償對於相對剝奪感的影響有顯著差異。因此研究結論指出，外送平台業者需要管理消費者期望、建立公平透明的服務與補償機制、關注消費者的相對剝奪感。這將有助於應對發生服務失效時，維護品牌聲譽及消費者忠誠度。

In the era of rapid internet growth, food delivery platform competition has sharply increased. Users now effortlessly receive meals at home via mobile apps, avoiding queues at physical stores. Yet, as delivery service use rises, so do service failures. This study, from a psychological standpoint, explores the impact of varying service failure severities and organizational compensations on consumer expectation uncertainty, relative deprivation, perceived fairness, and positive emotions. It also examines their effect on negative word-of-mouth, brand attitude, and repurchase intentions.
The research utilized a 2x2 factorial design, focusing on process and outcome failures, and high and low compensation levels, analyzing 220 valid questionnaires with a structural equation model.
Results indicate expectation uncertainty lowers perceived fairness and positivity.
Perceived fairness boosts positive emotions, while relative deprivation has the opposite effect. Positive emotions, in turn, mitigate negative word-of-mouth and enhance brand attitude and loyalty. Notably, outcome and process failures differently affect expectation uncertainty, as do types of compensation on relative deprivation.
In conclusion, delivery services should manage expectations, ensure fair compensation, and consider relative deprivation to maintain brand integrity and customer loyalty in face of service failures.

論文審定書 i
中文摘要 ii
英文摘要 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章　緒論1
第一節　研究背景1
第二節　研究動機2
第三節　研究目的與問題2
第四節　研究流程4
第二章　文獻探討5
第一節　餐飲外送服務的發展現狀5
第二節　服務失效的定義與分類7
第三節　服務補償的重要性8
第四節　期望不確認10
第五節　相對剝奪感11
第三章　研究方法12
第一節　研究架構與假說12
第二節　操作性定義與衡量問項18
第三節　問卷設計20
第四節　資料收集25
第四章　資料分析26
第一節　描述性統計分析26
第二節　衡量模型28
第三節　假說驗證34
第五章　結論與建議41
第一節　研究結果與討論41
第二節　理論與實務意涵42
第三節　研究限制43
第四節　未來研究方向44
參考文獻45
附錄53

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