本研究利用「個人-組織契合度」理論與「組織認同」理論，以網路購物產業為研究對象，探討顧客認同與前置因子及結果之關係。本研究提出服務補救之顧客知覺分配公平、程序公平及互動公平會正向影響顧客認同。更進一步探討顧客認同與顧客反應(顧客角色外行為與再購意願)之間的關聯。此外，根據理論可發現，顧客認同會中介顧客知覺公平與顧客反應。本研究根據209位網路購物之顧客驗證研究假說，研究結果顯示分配公平與互動公平正向顯著影響顧客認同，且顧客認同亦正向顯著影響顧客反應。特別是互動公平對顧客認同最具影響。除此之外，顧客認同會完全中介顧客知覺公平與顧客反應。而在本文之最後部份，將會討論管理意涵與未來研究發展。 Drawing on the person-organization fit (P-O fit) and the organizational identification perspective, this research examines the mediating role of customer identification in the relationship between customer-focused justice and customer reaction within on-line shopping. Specifically, this study proposes that customer-focused distributive, procedural and interactional justice related service recovery strategies would be positively related to customer identification. A further hypothesis is that customer identification would relate to customer reaction (customer extra-role behavior and repurchase intention). In addiction, customer identification is theorized to mediate the relationship between customer-focused justice and customer reaction. The author uses data from 209 on-line shopping customers to test the theoretical model. The results show that distributive and interactional justice positively influence on the dimension of customer identification, additionally, and that customer identification positively affects customer reaction. Particularly, interactional justice has the strongest effect on customer identification. Moreover, customer identification fully mediates the effects of distributive (interactional) justice on customer reaction. Finally, implications and future research issues were discussed.
