| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 102 === Since the maturity of internet, e-purchasing action has been one of the important issues of electronic commerce of consumer behavior research. It turns into a new way of business and communication. And the issues of service failure and recovery are becoming more important nowadays.
Service failure has gained public attentions in the past decades. Previous studies rarely examined the effects of consumer forgiveness. Though receiving excellent service recoveries, some customers still remain aggrieved. Because service failures can not be totally avoided, service providers should realize that gaining consumer forgiveness is more important than merely implementing service recovery strategies.
The concept of forgiveness has received significant attention in the field of philosophy and psychology. However, little is known about the application of this concept in the business domain. So, the study develops a model to examine the factors that affect consumer forgiveness. Questionnaire survey was taken and in the end 308 samples were successfully retrieved. Data collected from the survey were analyzed with LISREL method.
Results by our analysis indicated that customers with higher empathy tended to forgive service providers. Novelty was positively associated with consumer forgiveness. And, outcome uncertainty and duration were negatively associated with consumer forgiveness. Also, service recoveries had no significant moderation effect between customer forgiveness and its triggers. Moreover, consumer forgiveness was positively associated with brand trust and repurchase intention.
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