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臺大管理論叢
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purposes. Thus, it would be necessary to learn from prospects before they switch. Besides,
this article has firstly combined related theoretical foundations from different fields into a
conceptual framework to successfully address the research issue, which includes attribution
theory, process interdependency and outcome interdependency, prestige-seeking consumer
behavior, and functional analysis of emotion. In particular, based on the deduction drawn
from sequential critical incident analysis and hermeneutic mode of interpretation, the finding
enhances our understanding of self-recovery from the consumer’s perspective and provides a
useful foundation for future studies. In addition, the sequential critical incident analysis
enables us to generate an in-depth record of events and thus provides an empirical starting
point for new research evidence regarding the phenomenon of interest. Specifically, most of
the previous researches that employ critical incident technology tend to treat the respondent’s
viewpoint as a “report” while the emphasis is on analysis of the “fact” presented. Our
research, instead, takes an examination of the respondent’s account of why the events took
place, and further explains the events through the researcher’s analysis, even though the
critical incidents are described from the respondent’s perspective.