网购服务补救质量对顾客行为意向影响研究  

A Study about the Effect that the Quality of the Online Shopping Service Recovery to the Customer Behavior Intention

作　　者：葛俊[1] 严奉宪[2] 

机构地区：[1]华中农业大学经济管理学院,湖北武汉430070 [2]湖北农村发展研究中心,湖北武汉430070

出　　处：《华中农业大学学报（社会科学版）》2013年第5期140-145,共6页Journal of Huazhong Agricultural University(Social Sciences Edition)

基　　金：国家自然科学基金项目“基于农户需求与响应识别的农业减灾体系研究”(70873048)

摘　　要：研究网购服务补救质量对顾客行为意向的影响,对于我国网购市场环境的改善具有重要意义。从交互质量、程序质量、信息质量和结果质量4个角度来测量网购服务补救质量,构建了基于网购服务补救质量与顾客行为意向关系的理论模型,并提出相关假设。对该模型进行拟合验证后发现,服务补救质量中结果质量对顾客满意和顾客行为意向具有显著影响;交互质量和信息质量对顾客行为意向的直接影响不显著,但可通过顾客满意对顾客行为意向产生间接影响;程序质量对顾客满意和顾客行为意向的影响均不显著;顾客满意在结果质量和顾客行为意向之间起中介作用。A study about the impact that the online shopping service recovery quality to the custom- er behavior intention, which is of great significance to the improvement of the environment of online shopping market in China. Based on the interaction quality,process quality, information quality and out- come quality of four angles to measure online service recovery quality,construct a theory model between online shopping service recovery quality＇and customer behavioral intention,and put forward relevant as- sumptions. After testifying the model, it is found that the quality of the results of the service recovery quality significantly affect customer satisfaction and customer behavior intention. The direct impact of interaction quality and information quality on the customer behavior intention is not so obvious, while they can through customer satisfaction affects customer behaviour indention indirectly. The impact of the procedure quality on the customer satisfaction and cust（）mer behavior intention is not obvious, customer satisfaction plays a role of mediator in the relationship between service recovery quality and customer be- havior intention.

关 键 词：网络购物 服务失误 服务补救质量 顾客满意 顾客行为意向 

分 类 号：F713[经济管理—产业经济]