消费者对B2C零售商服务失败的反应——基于伦理感知视角的实证研究

Consumers' Responses to Service Failure of B2C Online Retailers:An Empirical Study Based on Ethics Perception Perspective

在B2C模式日益发展而服务失败难以彻底规避的商业环境下,如何减弱服务失败的消极影响受到广泛关注。文章以网络零售业为对象,通过情景模拟实验,考察了消费者对B2C零售商的伦理感知如何缓解服务失败后的负面响应。研究发现,消费者对B2C零售商的高水平伦理感知显著降低了服务失败后的负面口碑和转换意向,服务失败严重性同样影响了负面口碑和转换意向;消费者信任和稳定性归因在伦理感知水平与负面口碑、转换意向的关系中具有中介作用。建议B2C零售商应充分重视经营过程中的伦理建设,使得发生服务失败后能第一时间获得消费者的宽容态度。

Under the business environment with the B2C mode increasingly developing but hard to avoid service failure com-pletely, how to reduce the adverse effect of service failure has aroused general concern. With the background of online retailing,through the situational simulated experiment, this paper makes a study on how consumers＇ perception of B2C online retailer＇s eth-ics mitigates the negative responses after service failure is provided. The empirical study finds that customers＇ high-level percep-tion of B2C retailers＇ ethics significantly reduces the negative word-of-mouth and switching intention after service failure. Servicefailure severity also has a direct impact on negative word-of-mouth and switching intention. Consumers＇ trust and stability attribu-tion have mediating effects on the relationship between ethical perception and negative word-of-mouth as well as switching inten-tion. The B2C retailers should attach great importance to ethics in their business management so as to obtain consumers＇ toleranceand forgiveness instantaneously after service failure.