根據聯合國旅遊組織的調查顯示，2015年全球旅遊人次達到11億之多，而近年來臺灣的出國旅遊人次也不斷攀高，來到1千萬人次大關。隨著出國人數不斷創下新高外，旅遊糾紛之案件亦層出不窮，在臺灣每十件的旅遊糾紛案件中，只有六成案件會調解成功，剩下四成案件走上法律途徑或不了了之，但旅遊糾紛的形成因素本就相當複雜，若無法於服務失誤發生之當下立即補救，消費者就有相當大的可能會對旅行社業者產生抱怨行為進而影響其品牌形象。故本研究將針對海外團體旅遊的服務失誤來進行深入的探討，透過多因子及情境設計進行兩個實驗的設計。首先，實驗一為探討團體大小與團體熟悉度對於消費者抱怨行為之影響。而得知實驗一的結果後，並於實驗二加入以往較常出現在人資領域的「面子顧慮」此干擾變數並發展出實驗二之研究架構。經過多因子變異數分析後，發現研究結果可依序分為(1)團體大小對於消費者抱怨行為會受到面子顧慮程度有顯著影響；(2)團體熟悉度對消費者抱怨行為亦會受到面子顧慮程度有顯著影響；最後，(3)團體大小、團體熟悉度與面子顧慮三者之交互作用對消費者抱怨行為具有顯著影響。故在最後結論中，本研究針對上述研究結果，望能提供管理意涵予國內相關旅行業者在海外團體旅遊時的實務管理方面之建議及關於研究限制與未來建議，以供後續研究學者參考。

This paper is separated into two studies, which designed as factorial ANOVA analysis and quasi-scenario analysis. The first study explores how group size and group familiarity impact consumer complaint behavior. Followed by further literature, the author constructs the second study, which applies concern for face in HR field to examine whether there exist moderating effect. After factorial ANOVA analysis, the result finds out that (1) group size is significantly associate with consumer complaint behavior when moderated by concern for face, (2) group familiarity is significantly associate with consumer complaint behavior when moderated by concern for face, (3) the interaction between group size, group familiarity and concern for face is also significantly associate with consumer complaint behavior. Finally, according to the results, this paper implicates some managerial practice for tourism industry in Taiwan, in hopes to provide suggestions for overseas group tour, and outlines some research restrictions and advice for future research.

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