線上通路標價失誤對顧客滿意度、再購意願及網路口碑之影響

Abstract

由於電子商務的出現，使過去僅能透過實體店面完成的零售買賣轉變為隨時隨地就能在網路上完成交易。線上通路的發展改變了許多人的生活，也吸引眾多品牌及廠商加入，而近幾年全球受COVID-19疫情影響，讓這類的「宅經濟」更快速成長。然而，企業經營線上通路也伴隨潛在的風險（如：商品標價錯誤），這樣的意外考驗了企業的後續處理方式，除了會受社會大眾關注外，也可能會影響企業的網路口碑乃至於消費者對該企業的顧客滿意度和再購意願。本研究欲瞭解在此服務失誤後，不同品牌熱愛程度的消費者是否會有不同反應，同時也探討不同服務補救對消費者有何種影響。本研究採用發放網路問卷的方式搜集相關資料，並以台灣地區有使用線上平台的受試者作為研究對象來探討標錯價事件的影響。研究結果顯示：「品牌熱愛」對此服務失誤後的顧客滿意度、網路口碑及再購意願有顯著影響；後續服務補救的「類型」與「程度」也同樣會影響顧客滿意度、網路口碑及再購意願。故本文根據分析結果提出以下見解：品牌熱愛可作為緩衝，減少負面感受或報復行為的發生；此外，採實質或高程度服務補救有較佳的消費者反應。希冀使該領域之探討更為完整，同時也提供企業在服務政策制定上的建議。The emergence of e-commerce has transformed retail transactions, which were previously limited to physical stores, into online transactions that can be completed anytime and anywhere. The development of online channels has changed the lives of many people and has attracted numerous brands and businesses. Additionally, the impact of the COVID-19 pandemic in recent years has accelerated the growth of"stay-at-home economy." However, operating online channels also comes with potential risks, such as "displaying the wrong price". Such unexpected incidents test a company's approach to handling them. Apart from attracting public attention, these incidents can also affect the company's eWOM, as well as customer satisfaction and repurchase intention. Therefore, the aim of this study is to explore whether consumers with different levels of brand love exhibit varying reactions and to investigate theimpact of different service recovery strategies.This study collected data by distributing online questionnaires, and the subjects who use the online platform in Taiwan were used as the research objects to explore the impact of displaying the wrong price. The results revealed significant effects of "brand love" on customer satisfaction, eWOM, and repurchase intention. The "type" and "extent" of service recovery also had an impact on customer satisfaction, eWOM, and repurchase intention. Based on the results, it suggests that brand love can serve as a buffer, reducing negative feelings or retaliatory behaviors. Furthermore, adopting tangible or high-level service recovery strategies can lead to more favorable outcomes. These findings enhance the understanding of this field and offers recommendations for companies in formulating service policies.