基于归因理论的消费者对第三方服务失败的反应研究

The Reasearch on the Response of Consumers to the Failure of Third-party Service Based on Attribution Theory

基于归因理论,结合自我效能理论和品牌声誉,研究了第三方服务失败如何影响消费者对核心服务提供者的推荐和评分意愿。4个实验的结果表明:第三方服务失败使消费者更倾向于不推荐核心服务提供者并给予低评分;当第三方服务失败发生时,消费者更倾向于将失败归因为稳定的,责任在于第三方企业和核心服务提供者,核心服务提供者可以控制的;自我效能低的人更倾向于选择不推荐核心服务提供者和给予低评分;品牌声誉不影响消费者对核心服务提供者的推荐意愿和评分。

Based on the attribution theory, combined with the self-efficacy theory and brand reputation, that how the failure of third-party service influences consumers＇ willingness to recommend and rate the core service provider was investigated. Results of four experiments show that：consumers are inclined to not recommend the core service provider and give low scores due to the failure of third-party service. When the failure of third-party service occurs, the consumers are more likely to attribute the failure to stability, believing that the responsibility for failure lies in the third-party enterprise and the core service provider, and that the failure falls within the control of the core service provider. People with low self-efficacy tend to choose not to recommend the core service provider and give low scores. Brand reputation will not affect consumers＇ willingness to recommend and rate the core service providers.