网购服务补救后感知公平、情绪与行为意向的关系——基于关系质量的调节中介模型  

The Relationship of Perceived Justice, Emotion and Behavior Intention after Online Shopping Service Recovery——A Moderated Mediation Model Based on Relationship Quality

作　　者：张初兵[1,2] 侯如靖[2] 易牧农[1] 

机构地区：[1]天津财经大学商学院,天津300222 [2]南开大学商学院,天津300071

出　　处：《山西财经大学学报》2014年第1期54-64,共11页Journal of Shanxi University of Finance and Economics

基　　金：国家社会科学基金青年项目(12CGL048);教育部人文社会科学基金青年项目(12YJC860007);天津财经大学优秀青年学者培育计划(YQ201202)

摘　　要：在网络零售情境下,重点考察了关系质量如何调节网购服务补救后感知公平三维度、情绪与行为意向之间的关系,构建了网购服务补救后基于关系质量的调节中介模型。实证研究发现:分配公平或程序公平程度越高,正面情绪就越强,负面情绪就越弱,交互公平只对负面情绪产生直接的负向影响;分配公平和程序公平只能通过情绪间接影响行为意向,而交互公平不仅能通过负面情绪间接影响行为意向,而且能直接影响行为意向,但它不能通过正面情绪间接影响行为意向;关系质量通过正向调节程序公平与负面情绪之间的关系,进而影响行为意向。In the situation of online retailing, focusing on how relationship quality regulate the relationship of perceived justice, emotion and behavior intention after online shopping service recovery, this paper builds a moderated mediation model based on relationship quality. Empirical study finds that the higher distributive justice or procedural justice is, the stronger the positive emotions are, but the weaker negative emotions are. We also find interactive justice only has a direct negative effect on negative emotions, distributive justice and procedural justice can only affect behavior intention by emotions, interactive justice can not only affect indirectly behavioral intention by negative emotions, but also directly affect behavioral intention, relationship quality adjusts the relationship between procedural justice and negative emotions positively thus affects behavioral intention.

关 键 词：服务补救 感知公平 情绪 行为意向 关系质量 

分 类 号：F724.6[经济管理—产业经济]