摘要
网络环境下．从感知公平的角度对服务补救作用于消费者行为的内在机理进行验证和测评，结果反映：网络服务补救的5个维度（解释、沟通、制度、反馈、赔偿）对感知公平有显著影响，进而作用于消费行为；感知交互公平与程序公平对消费者口碑传播与重购意愿的正向作用显著；感知结果公平正向影响消费者口碑传播．但对重购意愿作用不明显。
The study verified the internal mechanism of service recovery on consumer behavior from the perspective of perceived justice under the network environment. The result proved that 5 dimen- sions of service recovery were significantly related with perceived justice and consumer behavior in e- business.
基金
本研究由2014年校科研项目青年专项基金支持（ZWX14112）.
关键词
网络购物
服务补救
公平理论
消费者行为
e-business
service recovery
justice theory
consumer behavior
