服务失败会影响网络卖家信誉吗?——基于露天拍卖网的实证研究

Could Service Failure Influence Online Sellers' Reputation?——Based on Empirical Research on Ruten.com

服务失败给消费者带来了不好的体验,网络卖家需要重视其对店铺经营带来的负面影响。文章基于露天拍卖网的历史交易数据,构建了分层回归模型和分位数回归模型,考察了服务失败相关指标与网络卖家信誉增速的关系,并运用内容分析法将差评原因分为商品归因和服务归因两种。研究发现,弃标比率、差评比率、服务归因得分与卖家信誉增速有显著的负相关关系;商品类型对服务失败和信誉增速的关系存在显著的调节效应,对于搜寻品而言,差评比率和服务归因得分对信誉增长的负面影响水平较低;信誉级别低的卖家,服务失败发生后信誉增长受到更大的负面影响。文章解释了服务失败如何降低卖家信誉。建议C2C平台提供相关服务失败指标及服务补救机制。

Service failure brings terrible experiences to customers, which requires online sellers to be aware of its side effects. Based on the historical transaction data of e-commerce website Ruten. com, this paper builds hierarchical regression mod-el and quantile regression model to examine the relationship between service failure indexes and seller＇ s reputation growth. It uses content analysis method to contribute negative feedback to commodity attribution and service attribution. The research finds that seller＇ s reputation growth has significantly negative correlation with unpaid item rate, negative feedback rate and service attribute score, that product types have an obvious regulatory effect on the relationship between service failure and reputation growth, and for product search, negative feedback rate and service attribute score have a negative effect on reputation growth at a relatively low level, and that reputation growth would be more fragile to service failure for those sellers with low level reputation ratings. This paper explains why service failures decrease the seller＇ s reputation and proposes that C 2C platform should provide service failure index and service remedy mechanism.