Impacts of Service Fairness on Relationship Quality in Online to Offline Business Model: The Moderating Effect of Technology Readiness Index

• Main Authors: Ru-Fong Lin, 林如風
• Other Authors: Chung-Li Chou
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/xpbypu

碩士 === 朝陽科技大學 === 企業管理系 === 103 === Online To Offline(O2O) Consumption Model is an e-commerce model that has risen in recent years in Taiwan. In this fast-paced and convenient era, consumers can even make O2O purchases through smart mobile devices, and it has gradually become a type of consumption pattern. Hence, it is an important topic for online stores to provide fair service in Online To Offline(O2O) Consumption Model to establish a good relationship quality with mobile commerce consumers . Focusing on the mobile device consumer’s perspective, this research explores the impacts that service fairness has on relationship quality in Online to Offline Business Model, with the technology readiness index of the mobile device consumer as the moderating effect. It also probes into the relationship between the consumer’s demographic, geographic and behavioral variables, and the technology readiness index, service fairness and relationship quality. This research takes “ Online Shopping and Offline Consumption via Mobile Devices on a Group Buying Website” as the study object. The correspondents were the students of Chaoyuang University of Technology, in convenience sampling. In total, 311 official questionnaires were distributed, 303 of which were returned; if 47 uncompleted questionnaires are deducted, 256 are valid ones, and the valid return rate is 82.3%. Data analytic methods include Sample Structural Analysis, Descriptive Statistical Analysis, Reliability and Validity Analysis, Exploratory Factor Analysis, t-test, Analysis of Variance, Correlation Analysis, and Multiple Hierarchical Regression Analysis. The conclusions in the research are as follows. Mobile device consumers’ perceptions of “interactional fairness,” “interpersonal fairness,” and “distributive fairness” will positively influence the “trust” toward online stores. Consumers’ perceptions of “interpersonal fairness,” “distributive fairness” and “perception of price fairness” in O2O Consumption Model will affect “satisfaction and identity” toward online stores in a positive way. Besides, “levels of acceptance towards technological innovation” of consumers will impact the relationship between “operating procedural fairness” and “trust.” “Levels of trust towards technology” of consumers will affect the relationship between “distributive fairness” and “satisfaction and identity” as well as the relationship between “interpersonal fairness” and “satisfaction and identity” in O2O Consumption Model. Therefore, both “levels of technological optimism” and “levels of technological comfort” of consumers will have a moderating effect on the relationship between “interactional fairness” and “satisfaction and identity” in O2O Consumption Model. Moreover, based on different genders, colleges, allowances, consumption frequencies of consumers, there are distinct differences to the technology readiness index; different colleges have obvious differences to the perception of service fairness; different colleges have clear distinctions to the perception of service fairness; different genders and consumption frequencies of consumers have obvious differences to relationship quality.