直播电商服务失败的结构维度与量表开发  

Structural Dimension and Measurement Scale Development of Live Streaming E-Commerce Service Failure

作　　者：彭宇泓 江燕伶 郝辽钢[1] 王玉玲 赵娜亨 PENG Yuhong;JIANG Yanling;HAO Liaogang;WANG Yuling;ZHAO Naheng(Southwest Jiaotong University,Chengdu,China;Key Laboratory of Service Science and Innovation of Sichuan Province,Chengdu,China)

机构地区：[1]西南交通大学经济管理学院 [2]“服务科学与创新”四川省重点实验室

出　　处：《管理学报》2024年第9期1382-1391,共10页Chinese Journal of Management

基　　金：国家社会科学基金资助项目(23BGL143);“服务科学与创新”四川省重点实验室课题项目(KL2212)。

摘　　要：从社会交换理论的“体验观”视角出发,采用扎根理论方法挖掘直播电商服务失败内涵,进一步开发出直播电商服务失败测量量表,并结合探索性因子分析、验证性因子分析对量表进行验证和修订。研究表明:直播电商服务失败是指直播营销者未能为消费者提供符合其宣传内容的物质资源,或未能提供良好的技术交互服务体验,进而导致消费者不满。直播电商服务失败的测量量表包括信息传递失败、交易功能失调、系统响应失败、关系交互失败和感官契合失败5个主题维度及20个题项。“直播电商服务失败—心理契约违背—顾客转换行为”概念模型验证了该量表的外部效度。From the perspective of the “experience view” of social exchange theory,the paper adopts the grounded theory method to explore the connotations of live streaming e-commerce service failure,further develops a live streaming e-commerce service failure measurement scale,and verifies and revises the scale by combining exploratory factor analysis and confirmatory factor analysis.The results show that live streaming e-commerce service failure means that live streaming marketers fail to provide consumers with material resources in line with their propaganda content or provide good technical interaction service experience,thus leading to consumer dissatisfaction.The measurement scale of live streaming e-commerce service failure includes 5 thematic dimensions and 20 questions,including information transmission failure,transaction dysfunction,system response failure,relationship interaction failure and sensory fit failure.The conceptual model of “live streaming e-commerce service failure—psychological contract violation—customer switching behavior” verifies the external validity of the scale.

关 键 词：直播电商服务失败 量表开发 扎根理论 法则效度 

分 类 号：C93[经济管理—管理学]