服务补救环境下感知公平对重购意向的影响  

The Effects of Perceived Justice on Customers Repurchase Intention under the Context of Service Recovery

作　　者：张新[1] 马良[1] 王高山[1] 

机构地区：[1]山东财经大学管理科学与工程学院,济南250014

出　　处：《商业研究》2016年第10期39-43,共5页Commercial Research

基　　金：国家社科基金重点项目;项目编号:13AGL012;国家自然科学基金项目;项目编号:71472111;教育部人文社会科学研究规划基金项目;项目编号:13YJA790153;山东省高等学校协同创新计划资助项目;项目编号:201408

摘　　要：电子商务往往出现服务失败,补救就显得尤为重要。本文分析服务补救时感知公平对消费者重购意向的影响,检验情感忠诚的中介作用,以及消费者对服务补救策略感知有用性的调节作用。实证结果表明感知公平正向影响消费者重购意愿,情感忠诚在感知公平和重购意向之间起中介作用,感知有用性正向调节程序公平与情感忠诚的关系。Service failure is unavoidable under the context of e-commerce,so recovery is particularly important. This paper examines the effect of perceived justice on customer＇ s repurchase intention,and the mediator effect of emotional loyalty and the regulating effect of perceived usefulness are also tested under the context of service recovery. The empirical results indicate that perceived justice has positive effect on customer＇ s repurchase intention,meanwhile,emotional loyalty acts as a mediator role between perceived justice and customer＇ s repurchase intention,and perceived usefulness acts as a moderating role between procedural justice and emotional loyalty.

关 键 词：感知公平 情感忠诚 感知有用性 重购意向 

分 类 号：F274[经济管理—企业管理]