网购服务补救对高校学生行为意向的影响  

Research on the Effects of Online Shopping Service Recovery of the College Students Behavioral Intentions

作　　者：蔡瑞雷[1] 陈晓玲[1] 

机构地区：[1]莆田学院商学院,福建莆田351100

出　　处：《长春师范大学学报》2015年第12期172-177,共6页Journal of Changchun Normal University

摘　　要：由于网上购物不具实体性,消费者在网购中频繁遭遇商品质量得不到保证、客服态度恶劣等服务失误,使其权益无法得到保障。同时若商家未提供服务补救或补救措施不到位,会造成客源流失等问题,给品牌、商家带来负面影响。高校学生是网购消费者的主要群体之一,对其研究具有一定的代表性。本研究构建了网购服务补救对高校学生行为意向影响指标体系,以福建省六所本科院校学生为样本,运用回归分析方法对各指标进行分析,以期能为商家在网购服务补救方面提供参考。The lacks of substantive of the online shopping cause costumers facing many problems, such as non - guaranteed goods＇ qualities, the bad after - sale customer services. At the same time, if the remedial services and measures could not be provided immediately, the merchants may have to face negative effects, and customers may choose substitute brands and products. As one of the main online shopping groups, the study of shopping behaviors of college students is very important. This article constructs the online shopping service recovery index system of influence on college students＇ behavioral intention, taking six undergraduate universities in Fujian as samples, using regression analysis method to illustrate the indexes, in order to provide references to merchants in online shopping service recovery.

关 键 词：网购 服务补救 高校学生 行为意向 

分 类 号：F724.6[经济管理—产业经济]