|Alternative Title||Effect of service on recovery on recoveryv satisfaction, WOM and repurchase intention in apparel and accessories products online shopping|
|Place of Conferral||中国科学院心理研究所|
|Keyword||服务补救 补救满意度 口碑 重购意愿提|
With the rapid development of Internet technology and the large number of supportment on national policy, there are great development potential for Chinese Internet shopping market. However, except For the large increase of trading volume, the complaints for online shopping also have exponential growth. Service failures are inevitable and their negative effect are getting stronger. It is considerable for online products or service merchants to provide timely and effective service recovery methods, which would be the crux for their sustained development in the mat0ket. Customers' satisfaction has become the lcey term on service recovery. Moreover, the negative comments and plummeting sales push online merchants concentrating on the WOM and repurchase intention of consumers. In addition, the occurrence of service failures is unpredictable, which is a kind of external pressure for consumers. The difference on consumers' coping style may lead to different results of service recovery.
Based on the literature review on service failu}0e and service recovery, the research model has been established according to some theories such as attitude theory, the theory of reasoned action and equity theory. The aim of this reseat0ch is to investigate the influential mechanism model among service recovery methods (compensation, respond speed, apology and initiative), recovery satisfaction and behavioral intention (WOM and repurchase intention). This research takes clothing product category as example to carry out empirical study. Research data has been collected by questionnaire.
Furthermore, results have been got through descriptive statistics analysis, regression Analysis, bootstrapping and structural equation model analysis. used on the examination of reliability and validity, the following results are stated: In online shopping environment, service recovery methods have positive effect on recovery satisfaction. In online shopping environment, recovery satisfaction has positive effect on repurchase intention. In online shopping environment, recovery satisfaction has positive effect on positive WOM and has negative effect on negative WOM. In online shopping environment, positive WOM mediates the relationship between recovery satisfaction and repurchase intention and it is not support for negative WOM. Recovery satisfaction mediates the relationship between recovery methods and behavior intention. Coping style does not moderate the relationship between recovery methods and recovery satisfaction.
Some theories such as social exchange theory, attitude theory, the theory of reasoned action had been employed and examined in the situation of service failure in online shopping. Through the examination for the mediation effect of WOM between recovery satisfaction and repurchase intention, the influential mechanism among these 3 factors has been developed in this research. It would be the theory evidence for the further analysis on service failure and recovery. In terms of managerial implications, this research has provided some suggestions on how to make effective service recovery methods in detail. It includes increasing online customer service staff, enhancing staff training and increasing service awareness to ensure timely and effective service recovery. All of these could increase recovery satisfaction, which in turn could enhance consumers' positive WOM and repurchase intention and that would become repurchase behavior eventually.
|李云. 服饰类产品网络购物服务补救对补救满意度、日碑传播及重购意愿的影响[D]. 中国科学院心理研究所. 中国科学院大学,2017.|
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