服务补救策略对网购消费者满意度影响的实证研究——基于负面网络口碑传播动机的角度

EEmpirical Research on the Effect of Service Recovery Strategy on Online Consumer Satisfaction——Based on the Perspective of Negative Online popularity Transmission Motivation

文章尝试从负面口碑传播动机的角度研究不同的服务补救维度对网购消费者满意度的影响。研究结果表明:负面口碑传播动机对服务补救与消费者满意度之间的关系起调节作用;情感释放动机对精神补偿与消费者满意度之间关系的正向影响明显大于物质补偿与消费者满意度之间的关系;利他主义动机对服务补救与消费者满意度之间的关系有负面影响;报复商家动机对物质补偿与消费者满意度之间的关系有负面影响。

This article tries to probe into the influence of different service recovery strategies on online con?sumer satisfaction from the perspective of spreading motivation of negative popularity. According to our researchresults, the spreading motivation of negative popularity plays a regulatory role in the relationship between ser?vice recovery and consumer satisfaction; the influence of emotional release motivation on the relationship be?tween mental compensation and consumer satisfaction is significantly higher than that on the relationship be?tween material compensation and consumer satisfaction; altruistic motivation has a negative effect on the rela?tionship between service recovery and consumer satisfaction; vengeful motivation has a negative effect on the re?lationship between material compensation and consumer satisfaction.