「懲罰」是許多服務提供者為降低顧客違規行為之頻率與平衡潛在之損失經常採用的手段，然而「顧客懲罰」相關之研究至今卻仍相當缺乏，且其關注的焦點均在於服務提供者（施罰者）與違規消費者（受罰者）間，特別是探討懲罰對於違規消費者（受罰者）的效果及影響。相對於「顧客懲罰」，「組織懲罰」領域之研究成果較為豐碩且完整，目前為止已有許多學者擴大懲罰效果的研究範疇，認為懲罰不僅會對主管（施罰者）與違規員工（受罰者）造成影響，其效果尚會擴及處於同一工作環境的其他同事（旁觀者）。

本研究之主要目的即在探討存在組織懲罰領域的社會效果，是否也同樣存在服務場景中，因此本研究從「服務提供者懲罰違規消費者」之情境切入，援引「組織懲罰之社會效果模型」的觀點與理論作為基礎，並以實驗設計研究法來探討旁觀消費者在目睹或聽聞有消費者因違規而受罰時的反應，包含旁觀消費者對正義的知覺、未來的違規意圖（社會學習理論中的替代學習效果），以及對該服務企業的情感承諾。

本研究發現顧客懲罰亦是一種社會現象，當旁觀消費者獲得懲罰事件之相關資訊時，便會因為懲罰事件特徵（嚴厲程度的高低、彈性的有無、適當解釋的有無）之不同，而產生情緒上及行為上的反應。本研究驗證旁觀消費者只要獲得「服務提供者懲罰違規消費者」之資訊，即會產生社會學習效果，使其未來違規意圖降低，並且會較喜歡懲罰之嚴厲程度較低、有彈性且有予以適當解釋之服務提供者，而願意與之維持長久的關係。另外，本研究亦證實知覺正義於此影響關係中具有部分中介的效果。

Service providers often use various types of “punishments” or “penalties” to reduce the frequency of customers’ violations and to balance their potential loss, but researchers does not pay much attention to “customer penalties”. Existing studies of customer penalties focus on the relationships between the service provider (the executor) and customers (the recipients) who violate company’s policy, especially on the effects of punishment toward recipients. However, studies in “organizational punishments” had enlarge the scope of research by including observers, and developed a framework for studying the effects of punishments on observers which is called “a framework for understanding the social effects of organizational punishment”. This study is based on customer penalties, and the researcher cites the viewpoints and theories from this framework to enlarge the scope of research in bilateral to tripartite.

This study examines observers’ responses, including their perception of justice, violate intension, and affective commitment to the service provider, when they obtain the information about service provider punishing a violated customer by experimental design. The result shows that social learning effect will exists if observers receive information about punishments. Observers prefer service providers whose punishments with lower severity, higher flexibility, and adequate explanations. The result also shows that perceived justice has a partial mediating effect on “punishments-responses” relation.

致謝辭 Ⅱ
中文摘要 IV
Abstract V

第一章 緒論 1
第一節 研究動機 1
第二節 研究問題與目的 4
第三節 研究流程 5

第二章 相關理論與文獻探討 6
第一節 懲罰 7
第二節 社會學習理論（social learning theory） 19
第三節 情感承諾（affective commitment） 21
第四節 知覺正義 24
第五節 小結：懲罰的概念與元素 27

第三章 研究方法 30
第一節 研究架構與假說 30
第二節 研究設計 38
第三節 問卷設計 41
第四節 實驗進行方式與分析方法 47

第四章 研究結果 50
第一節 樣本結構 50
第二節 實驗情境操弄確認 52
第三節 因素分析與信度分析 54
第四節 「懲罰事件的特徵」對「旁觀者反應」之影響 59
第五節 「知覺正義」之中介效果 62
第六節 「個人特徵變數」對「旁觀者反應」之調節效果 68

第五章 結論與建議 70
第一節 研究發現與討論 70
第二節 研究貢獻 75
第三節 研究限制 78
第四節 研究展望 80

參考文獻 82
附錄一：情境一之正式問卷 88
附錄二：情境五之正式問卷 93

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