网购服务失败发生后不同归因对顾客后续行为意向影响研究  

Research on the Effect of Different Attribution on Customer Subsequent Behavioral Intention after the Failure of Online Shopping Services

作　　者：胡瑶瑛[1] 李煜华[1] 胡兴宾 

机构地区：[1]哈尔滨理工大学管理学院,哈尔滨150040

出　　处：《软科学》2016年第7期113-117,共5页Soft Science

基　　金：国家哲学社会科学基金项目(13BJY074);黑龙江省哲学社会科学研究规划项目(12C029);博士后研究人员落户黑龙江科研启动基金一等资助项目(LBH-Q14088)

摘　　要：通过构建网购服务补救满意影响模型,探究了网购中服务失败发生后不同归因对顾客后续行为意向的影响。结合问卷数据对模型变量进行相关性分析,并基于回归模型对提出的假设进行检验。结果表明:补救前顾客关系质量维度中的顾客承诺对服务失败归因于网店有显著的负向影响;服务失败归属性维度中的可控性对补救满意有显著的负向影响;补救满意对网购者后续行为意向中的正向口碑传播和再次购买意向均有显著的正向影响;补救满意对补救后的顾客关系质量维度中的顾客信任与顾客承诺均有显著的正向影响。In order to explore the effect of different attribution on customer subsequent behavioral intention after the failure of online shopping services,this paper establishes the model of service recovery satisfaction in online shopping. The hypotheses are proposed based on the model. And then,it analyzes the relationship between variables by the questionnaire survey results and examines the hypotheses by applying the regression model. Results show that,customer commitment,a dimension of customer relationship quality,has a significantly negative effect on attribution of service failure to online shop. And the controllability,the attribution dimension of service failure,has a significantly negative effect on recovery satisfaction. At the same time,recovery satisfaction has a significantly positive effect on both oral spreading and repurchases intention,and recovery satisfaction also has a significantly positive effect on both customer trust and commitment simultaneously.

关 键 词：顾客后续行为意向 网购服务失败 补救满意 顾客关系质量 

分 类 号：F713.3[经济管理—产业经济] P274[天文地球—测绘科学与技术]