摘要
电子商务业务进入爆发式增长阶段,而网络购物虚拟性的特质导致消费者网购失败的现象越来越多。本文以网购失败的消费者为对象,考察服务补救过程中消费者感知对消费者移情和补救满意度的影响机制,构建消费者感知、移情和行为意愿的补救理论模型。本文对238份有效样本运用SPSS和AMOS进行实证分析。结果显示:感知公平正向影响消费者移情,而感知真诚中的可靠性和一致性对消费者移情有显著作用;感知公平正向影响补救满意度,而感知真诚与补救满意度之间的关系未得到验证;消费者移情和补救满意度使消费者产生更高的再惠顾意愿。在补救路径模型中,消费者移情和补救满意度起到了完全中介的作用。因此,在服务补救过程中,应同时注重公正性和真诚性,并通过消费者的心理移情来达到补救满意。
E-commerce business has entered the stage of explosive growth,and the virtual characteristics of online shopping has led to more and more consumers’failure in online shopping.This paper investigated the influence mechanism of the consumer’s perception on consumer empathy and remedial satisfaction in the course of service remediation by using the consumer as the object,and constructed the theoretical model of service remediation of consumer perception,empathy and behavioral intention.We empirically analyzed 238 valid samples by SPSS and AMOS.The analysis found that perceived justice positively affects consumer empathy,while the reliability and consistency in perceived sincerity have a significant effect on consumer empathy;there’s a positive relationship between perceived justice and remedial satisfaction;the relationship between perceived sincerity and remedial satisfaction is not verified;consumer empathy and remedial satisfaction will result in higher repurchase intentions for consumers.In the remedial path model,consumer empathy and remedial satisfaction act as a complete intermediary.Therefore,in the process of service remediation,we should pay attention to both justice and sincerity,and reach the remedial satisfaction through consumer psychological empathy.
出处
《企业经济》
北大核心
2019年第12期86-95,共10页
Enterprise Economy
基金
国家社会科学基金青年项目“进城流动商贩问题的本质及其治理体系研究”(项目编号：13CJY032)
山东省社会科学规划研究项目(重大理论与实践专项)“‘共治共享’视域下的山东省城市摊贩‘微治理’路径研究”(项目编号：18CSJJ21)
中国博士后科学基金第61批面上项目“进城摊贩流动性治理与制度化合作机制研究”(项目编号：2017M611431)
