生活中與他人進行比較而有相對剝奪感十分常見，但是過去服務失效補救文獻鮮少提到在這種狀況下要如何進行服務補救。加上線上外送服務已成為大眾的消費習慣以及服務失效如外送延遲是無法避免。因此，本研究將相對剝奪感的概念帶到服務失效補救文獻中，並探討外送服務提供者面對顧客因延遲補償比例有差異產生相對剝奪感的情況下，使用擬人或非擬人聊天機器人搭配基於社會比較的回應方式（向上同化、向下對比、中立）作為服務失效補救策略之效果如何。
本研究透過現場實驗法結合問卷來捕捉顧客最真實的反應。結果發現，當顧客發現外送延遲補償有差異而有相對剝奪感時，服務提供者若是使用擬人聊天機器人適合採用向上同化的回應來促使顧客有較高的道歉真誠度。而非擬人聊天機器人則適合中立的回應。此外，相對剝奪感對負面情緒到抱怨行為有正向的調節效果。

Comparing oneself with others and experiencing a sense of relative deprivation is quite common in daily life. However, previous research on service recovery has rarely mentions how to perform service recovery in such situations. Additionally, online food delivery services have become a popular consumer habit, and service failures such as delivery delays are unavoidable. Therefore, this study integrates the concept of relative deprivation into the service recovery literature and investigates the effects of using anthropomorphic or non-anthropomorphic chatbots, along with social comparison-based response (upward assimilation, downward contrast, neutral), as service recovery strategies for food delivery service providers when customers perceive differential compensation for delays and experience relative deprivation.
This study used field experiment and questionnaires to capture the most genuine responses from customers. The findings indicated that when customers perceive discrepancies in compensation for delivery delays and experience relative deprivation, service providers are better off using anthropomorphic chatbots and employing an upward assimilation response to enhance the perceived sincerity of apologies among customers. non-anthropomorphic chatbots are more suitable for using a neutral response. Furthermore, relative deprivation positively moderates the relationship between negative emotions and complaint behavior.

論文審定書 i
摘要 ii
Abstract iii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 服務失效與服務補救 6
第二節 相對剝奪 9
第三節 聊天機器人與擬人化 11
第四節 社會比較理論 17
第三章 研究架構與方法 19
第一節 研究模型 19
第二節 研究假說 20
第三節 實驗設計建立 23
第四節 前測問卷設計與分析 23
第四章 實驗設計與分析 29
第一節 研究變數操作型定義與衡量 29
第二節 實驗流程 34
第三節 結果分析 38
第五章 結論與建議 49
第一節 研究結論 49
第二節 學術貢獻 50
第三節 實務貢獻 50
第四節 研究限制與未來研究方向 51
參考文獻 52
附錄一 前側一問卷(以擬人為例) 63
附錄二 前側二問卷(以向上同化回應為例) 67
附錄三 實驗問卷 72

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