隨著網路迅速發展，網購市場的競爭也日趨激烈，許多用戶僅須要透過行動裝置就能夠購物，不必額外花時間至實體店面選購，但在越來越多用戶使用網購服務，在服務過程中難免會發生服務失誤，因此本研究以心理學的角度，來探討發生服務失誤時，補償對消費者的感受及後續所帶來的影響。
本研究採用實驗設計法進行消費金額及服務失誤嚴重性的2x2二因子設計，探討電子商務產業中的賠償對於感知公平、相對剝奪感、負面情緒以及其對消費者行為的影響。
研究結果顯示，在相同的補償情境下，消費者對賠償的感知公平與相對剝奪感對於負面情緒具有顯著影響，即當消費者認為賠償不公平且感到相對剝奪時，容易產生負面情緒。此外，感知公平對負面情緒、負面口碑具有負向影響，即消費者遭遇負面情緒後，其對再次購買的意願會下降。
因此，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的重要性，並對消費者的負面情緒的管理給予足夠的重視，這有助於提升消費者對品牌的口碑評價、再購意願以及品牌態度的形成。

With the rapid development of the internet, the online shopping market has become increasingly competitive. Many users only need to use mobile devices to shop without spending extra time in physical stores. However, as more users engage in this service, service failures are inevitable. Therefore, this study adopts a psychological perspective to explores the impact of compensation on consumer perceptions & outcomes when service failure occur.
This study employed experimental design research to conducted the test in a 2 (High money spending vs. Low money spending) x 2 (High service severity vs. Low service severity) factorial design to discuss the compensation on perceived fairness, relative deprivation, negative emotions, and consumer behavior in the e-commerce industry.
The research results indicate that, consumers' perceived fairness of compensation and relative deprivation is statistically significant influence negative emotions. Additionally, perceived fairness has a negative impact on negative emotions and negative word-of-mouth, indicating that consumers' willingness to make repeat purchases decreases when they encounter negative emotions.
Therefore, the study suggests that we need to focus on negative influence of customers reviews such as consumer’s compensation and emotions that will improve repurchase intentions and increase brand image factor.

論文審定書 i
中文摘要 ii
英文摘要 iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的與問題 5
第四節 研究流程 5
第二章 文獻探討 7
第一節 服務失誤與服務補救 7
第二節 期望不確認理論(EXPECTATION DISCONFIRMATION THEORY) 11
第三節 相對剝奪感(RELATIVE DEPRIVATION) 14
第四節 感知公平 16
第三章 研究方法 20
第一節 研究架構與假說 20
第二節 操作性定義與衡量題項 25
第三節 問卷設計 26
第四節 資料收集 30
第四章 資料分析 31
第一節 描述性統計分析 31
第二節 操弄檢定 33
第三節 衡量模型 33
第四節 假說驗證 38
第五章 結論與建議 43
第一節 研究結果與討論 43
第二節 理論與實務意涵 45
第三節 研究限制 47
第四節 未來研究方向 48
參考文獻 49
附錄 65

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