服务补救后顾客满意驱动机制的实证研究——基于电子商务背景下对感知风险和购物经验调节效应的剖析  

Empirical Investigation of the Mechanisms of Post Service Recovery Satisfaction in the Context of E-Commerce——Analysis of the Moderating Effects of Perceived Risk and Shopping Experiences

作　　者：马双[1] 王永贵[1] 张璟[1] 

机构地区：[1]对外经济贸易大学国际商学院/服务营销与管理国际研究中心,北京100029

出　　处：《山西财经大学学报》2011年第4期82-92,共11页Journal of Shanxi University of Finance and Economics

基　　金：国家自然科学基金(70672018和71072019);霍英东教育基金会高等院校青年教师基金项目(121080);教育部新世纪优秀人才支持计划(NCET-09-0302);对外经济贸易大学211三期人才和学术创新团队项目以及研究生科研创新基金(B20100602)的阶段性成果

摘　　要：服务补救已得到实践界和理论界的广泛重视,然而电子商务条件下有关服务补救后顾客满意的驱动机制的研究目前却十分有限。文章率先从期望不一致性的视角探讨了服务补救措施驱动顾客满意的作用机制,并检验了其所扮演的中介角色。同时,探讨并验证了电子商务条件下的一些情境因素(感知风险)对服务补救和期望不一致性之间关系的调节作用,以及购物经验对服务补救和顾客满意之间关系的调节作用,从而弥补了现有相关研究中存在的不足。Although service recovery is widely recognized by academic scholars and managers, little has been known about the mechanisms of customer satisfaction after e-service recovery. This paper firstly investigates the mechanism by examining empirically the mediating role of expectation disconfirmation. Furthermore, it introduces the situational factors in e-business by exploring the moderating effects of perceived risk on the relationship between service recover）, and expectation disconfirmation, and the moderating role of shopping experience between service recovery and post-recovery satisfaction, which complements existing studies.

关 键 词：服务补救 期望不一致性 感知风险 购物经验 

分 类 号：F713.36[经济管理—产业经济]