臺大管理論叢 NTU Management Review VOL.30 NO.1

201 DOI:10.6226/NTUMR.202004_30(1).0007 重建關係之路：電商平台中消費者寬恕之特性與效果 The Way to Reconstructing Relationship: The Characteristics and Effects of Consumer Forgiveness in E-Commerce Abstract Service recovery has gained increasing attention in the fields of service marketing. However, little prior research has attempted to explore service failure from a customer's psychological perspective. Therefore, this study incorporates “consumer forgiveness,”an emerging concept in the service marketing field, in an online transaction setting. We explore the existence and significance of consumer forgiveness when service failures occur, examine whether consumer forgiveness is able to enhance people’s willingness to maintain relationships with service providers, and identify key determinants of consumer forgiveness. A proposed structural equation model is tested using SmartPLS 3.0 program, with survey data from a convenience sample comprising of 308 subjects recruited from Taiwan's largest community websites and forums. Our results indicate that: (1) consumer forgiveness is influenced by the strength of the relationship (i.e., trust) between firms and customers, attributions and severity of service failure, and consumer empathy; and (2) outcome uncertainty and failure duration moderate the relationships between attributions, severity, empathy and consumer forgiveness. This study not only enhances the extant consumer forgiveness literature but also provides far-reaching marketing implications for service providers. 【 Keywords 】 e-purchase, service failure, consumer forgiveness, trust, service recovery 摘 要 過往服務失誤相關研究多從企業角度出發，本研究從消費者心理層面視角探討消費者 寬恕在電商領域中的重要性與意義、了解影響消費者寬恕之因素及消費者對於失誤補 救之內心需求，及其對關係持續意願之影響。本研究採用調查法，以便利抽樣方式在 全台灣最大的社群網站及論壇進行樣本收集，採用偏最小平方法進行結構方程模式分 析。研究結果發現 (1) 消費者寬恕會受到關係強度、社會認知、事件侵犯與人格特質 所影響。 (2) 補救結果不確定性與失誤補救時間均能有效調節失誤歸責性、失誤嚴重 性及同理心對消費者寬恕之影響。本研究除在學術上彌補相關研究缺口外，亦在實務 上提供管理人員有效的補救建議，獲得消費者寬恕，進而達成關係持續之目的。 【關鍵字】 網路購物、服務失誤、消費者寬恕、信任、失誤補救 Han Lee , Department of International Business, National Taiwan University 李　涵 / 國立臺灣大學國際企業學系暨研究所 Chuan-Feng Shih , Department of International Business, National Taiwan University 施權峰 / 國立臺灣大學國際企業學系暨研究所 Heng-Chiang Huang , Department of International Business, National Taiwan University 黃恆獎 / 國立臺灣大學國際企業學系暨研究所 Received 2018/3, Final revision received 2019/5 NTU Management Review Vol. 30 No. 1 Apr. 2020, 201-234 領域主編：謝依靜