电商服务失误的信任修复策略研究  

Study on Service Failures of Online Sellers and Effect of Trust Repair Strategies

作　　者：韩平[1,2] 宁吉[1] 董志成[1] 

机构地区：[1]西安交通大学管理学院,陕西西安710049 [2]过程控制与效率工程教育部重点实验室,陕西西安710049

出　　处：《西安交通大学学报（社会科学版）》2016年第2期24-31,共8页Journal of Xi'an Jiaotong University：Social Sciences

基　　金：教育部人文社会科学研究规划基金项目(10YJA630052;11YJA630073);中央高校基本科研业务费专项资金项目(SK2012038)

摘　　要：随着网络购物的快速发展,由于网络商家未能妥善处理服务失误所导致的信任危机和客户流失已成为严重制约中国电子商务可持续发展的重要问题,为此研究了网络商家在服务失误后所采取的不同策略对受损信任的修复效果。结果表明,服务失误严重性和修复策略的交互作用会对信任修复产生显著影响;不论服务失误严重性高或低,不同的修复策略间均存在显著差异;由口头修复策略和实际修复策略构成的组合策略的修复效果均优于单独的口头修复策略的修复效果,且"道歉+换货"的修复效果最好。With the rapid development of online- shopping,the trust crisis and customer churn,caused by online-stores＇ failure of handling the service failures effectively,have seriously affected the sustainable development of China＇s online- shopping. This study focuses on investigating different trust repair strategies＇ effect on trust repair when the services failures vary from low to high. The results show that the repair effect of different strategy varies significantly,the interaction of the degree of services failures and the trust repair strategy has significant effect on trust repair. The effect of combined strategy including oral and actual repair strategy is superior to single repair effect of oral repair strategy,and ＂apology ＋ replace＂ is the most effective strategy no matter the services failures are high or low.

关 键 词：网络购物 服务失误 修复策略 信任修复 信任信念 信任倾向 

分 类 号：F713.36[经济管理—产业经济]