On the Impact of Online Service Failure Types on Consumers'Repurchase Intention
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.
online service failureperceived trustseller reputationconsumer repurchase intention
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