在线服务失败类型对消费者重购意愿的影响研究
On the Impact of Online Service Failure Types on Consumers'Repurchase Intention
赵洁 1朱呈祥1
作者信息
摘要
为研究电商卖家在线服务失败类型对消费者重购意愿的影响,文章从消费者感知信任入手,针对两种情形下(电商卖家未达到平台规则vs未达到卖家承诺)开展了实证研究.结果表明,电商卖家相比较未达到卖家承诺,未达到平台规则,消费者对该卖家的感知信任更高,并且有更高的重购意愿.并且卖家声誉在上述关系中起调节作用.相比较高卖家声誉,电商卖家达到卖家承诺而未达到平台规则对消费者重购的负向影响程度在低卖家声誉的卖家中更加得以体现.
Abstract
In order to explore the impact of online service failure types by e-commerce sellers on consumers'repurchase intention,this study focuses on consumer perceived trust and conducts empirical research in two scenarios:when e-commerce sellers fail to meet platform rules and when they fail to meet sellers'promises.The findings show that:(1)compared to sellers failing to meet sellers'promises,consumers have higher perceived trust in those who fail to meet platform rules,thereby having a higher repurchase intention;(2)seller reputation moderates the above relationship;the negative impact of e-commerce sellers failing to meet platform rules while meeting their promises as sellers on consumers'repurchase intention is more pronounced for sellers with low reputation,compared to those with high reputation.
关键词
在线服务失败/感知信任/卖家声誉/消费者重购意愿Key words
online service failure/perceived trust/seller reputation/consumer repurchase intention引用本文复制引用
基金项目
安徽省哲学社科项目(AHSKY2021D15)
出版年
2024
NETL
NSTL
万方数据