农产品电商服务失败对消费者重购意愿的影响机制研究

The Impact of Service Failure on Repurchase Intention in E-Commerce for Agricultural Products

消费者通常会对服务失败做出强烈的反应,明确消费者对不同类型农产品电商服务失败的反应是农产品电商企业有效应对服务失败问题、谋求长远发展的重要前提。根据电商服务质量的定义将农产品电商服务失败分成订单履行、网站设计、隐私安全和客户服务四类,运用交换的框架讨论消费者对不同类型农产品电商服务失败的反应机制,并使用组间实验设计的方法验证研究假设。结果表明:不同类型的农产品电商服务失败对消费者重购意愿的负向作用不同;感知公平中介了农产品电商服务失败对消费者重购意愿的负向作用;不同类型农产品电商服务失败对感知公平特定维度的负向作用强度不同。据此,建议农产品电商企业要重视服务失败问题,加强服务失败的分类管理,在制定应对策略时要充分考虑消费者感知公平的作用。

Customers often react strongly to service failure,so understanding consumers’responses to different types of service failures is a key prerequisite for e-commerce enterprises of agricultural products to address service failures and promote long-term development.In this article,according to the definition of e-service quality,the authors divide e-service failure of agricultural product into four categories:fulfillment,website design,privacy and security,and customer service,exploring the mechanism of consumers’response to e-service failures of agricultural products through an exchange framework,and using the between-subjects experiment design to test the hypothesis.According to the results,different types of agricultural product e-service failures have different negative effects on consumers’repurchase intention.Furthermore,consumers’perceived fairness mediates the negative effect of agricultural e-service failures on consumers’repurchase intention.In addition,different types of agricultural product e-service failures have different negative effects on the specific dimensions of perceived fairness.Accordingly,this study suggests that e-commerce enterprises of agricultural products attach importance to the problem of e-service failure,strengthen the classified management of service failure,and fully consider the role of consumers’perceived fairness when developing coping strategies.