| Summary: | 博士 === 國立中央大學 === 資訊管理研究所 === 98 === Service recovery is a critical moment of truth in retaining customers and reinforcing customer relationships, and has been considered as an “Achilles'' heel” in online marketplaces. Poor service recoveries exacerbate the negative effects of the failure, producing a “double deviation” effect. The double deviation effect may arise from the seller’s power misuse and then dissolve the buyer-seller relationship (e.g., violate consumer psychological contract), elicit consumer negative emotions which lead to customer coping behaviors. This study links the theories of psychological contract violation (PCV), emotion, and coping from the power perspective to investigate the double deviation scenario in online auction marketplaces. Two power constructs (perceived power and perceived consumer empowerment) are considered in our proposed model. Data collected from 190 consumers of one auction website provide support for the proposed model. The results shed light on what constitutes the determinants of consumer judgments while facing online double deviation scenario and how consumers react to and cope with it. The contributions of this study include (1) introducing broader configurations of PCV to IS research, (2) an rich understanding of their specific associations with negative emotions, (3) validating the effect of negative emotions on consumers’ coping behaviors, (4) exploring the abovementioned relationships and issues from power perspective, and (5) the provision of empirical support for the proposed relationships. Implications and limitations are discussed.
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