隨著數位時代的來臨，線上評論平台已經成為消費者在購物、用餐、旅遊等方面做出決策的重要參考來源。消費者在選擇外帶訂餐或到實體餐廳用餐時，越來越依賴網路上的評論，以了解其他消費者的經驗和意見，避免自身發生不愉快的消費經驗。
本研究旨在探討消費者在線上平台預約外帶自取和線下到實體餐廳用餐時所遭遇的服務失誤對其消費體驗的影響，分別探討線上平台預約外帶自取以及線下到實體餐廳用餐不同的服務失誤如何導致期望不確認度，進而影響消費者的滿意度，並促使消費者在線上發表負面評價。本研究基於期望不確認理論，設計包含服務失誤、期望不確認度、消費者不滿意度、負面口碑行為和暗黑人格特質之研究模型。
本研究利用網路平台發佈問卷，收集樣本數據後進行整理，使用結構方程模型驗證假設。研究結果顯示，線上平台預約外帶自取和線下到實體餐廳用餐的服務失誤均會顯著增加消費者的期望不確認度，進而提高其不滿意度，特別是線上服務中的服務品質失效和系統品質失效對期望不確認度的影響尤為顯著；線下服務中的服務品質失效和環境氣氛失效對期望不確認度的影響尤為顯著。
此外，研究發現消費體驗的不滿意度會進而影響品牌不滿意度，而品牌不滿意度和暗黑人格特質對於促使消費者發表負面口碑行為具有顯著影響，這意味著企業應減少服務失誤，提高顧客滿意度，從而降低負面評價的可能性 。
本研究探討服務失誤以及消費者的暗黑人格特質如何影響負面口碑，為人格心理學與消費者行為研究提供新的視角，揭示消費者行為與心理特質之間聯繫，為未來相關研究提供了理論依據。

With the advent of the digital age, online review platforms have become a crucial reference for consumers making decisions about shopping, dining, travel, and more. Consumers increasingly rely on online reviews to understand the experiences and opinions of others when choosing between ordering takeout or dining at physical restaurants, aiming to avoid unpleasant consumption experiences.
This study aims to investigate the impact of service failures encountered by consumers when booking takeout orders via online platforms and dining at physical restaurants on their consumption experiences. Specifically, it examines how different service failures in these contexts lead to expectancy disconfirmation, which in turn affects consumer satisfaction and prompts negative online reviews. Based on the expectancy disconfirmation theory, this study designs a research model that includes service failures, expectancy disconfirmation, consumer dissatisfaction, negative word-of-mouth behavior, and dark personality traits.
The study employs an online questionnaire to collect sample data, which is then analyzed using structural equation modeling to test the hypotheses. The results indicate that service failures in both online takeout bookings and offline dining significantly increase consumers' expectancy disconfirmation, thereby heightening their dissatisfaction. Notably, the impact of service quality and system quality failures in online services on expectancy disconfirmation is particularly significant; similarly, service quality failures and environment atmosphere failures in offline services have a pronounced effect on expectancy disconfirmation.
Furthermore, the study finds that dissatisfaction with the consumption experience subsequently affects brand dissatisfaction, and both brand dissatisfaction and dark personality traits significantly influence consumers' propensity to engage in negative word-of-mouth behavior. This suggests that businesses should strive to minimize service failures and enhance customer satisfaction to reduce the likelihood of negative reviews.
This research explores how service failures and consumers' dark personality traits influence negative word-of-mouth, offering new perspectives for the study of personality psychology and consumer behavior. It reveals the connection between consumer behaviors and psychological traits, providing a theoretical basis for future related research.

Keywords: Expectation disconfirmation theory, service failure, customer satisfaction, negative word of mouth, dark personality traits

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 1
第三節 研究目的 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 期望不確認理論 5
第二節 餐飲業服務特質 7
第三節 消費者滿意度 11
第四節 負面口碑 12
第五節 暗黑人格特質 13
第三章 研究方法 15
第一節 研究模型 15
第二節 研究假說 16
第三節 研究設計 20
第四章 資料分析 28
第一節 樣本基本資料統計 28
第二節 衡量模型 43
第三節 結構模型與假說檢定結果 58
第五章 結論與建議 64
第一節 研究結論與建議 64
第二節 學術意涵與實務意涵 66
第三節 研究限制 68
第四節 未來研究方向 69
參考文獻 71
附錄一 本研究正式問卷 78

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