摘要
网购已成为当下很多人首选的购物方式,网购投诉问题也日渐增多。提高网购服务补救质量成为电商企业恢复消费者重购意向的有效路径。通过构建网购服务补救质量、关系品质与消费者重购意向模型进行实证分析,结果表明基于关系品质的中介效应,网购服务补救质量对于消费者重购意向呈现一种正向的显著影响。研究结果显示,在网购情景下,电商企业应该建构预警机制,及时提供服务补救;提升补救质量,重塑消费者忠诚度;强化学习培训,努力规避服务失误。
Online shopping has become the first choice of more people’s shopping methods,but the following online shopping complaints surge.Improving the online shopping service remedy quality has become an effective way for e-commerce enterprises to restore consumer repurchase intention.Through the construction the model of online shopping service remedy quality,relationship quality and consumer repurchase intention for empirical analysis,results show that:based on the mediating effect of relationship quality,online shopping service remedy quality has a significant positive impact on consumer repurchase intention.The Enlightenment of the research results is:in the online shopping situation,e-commerce enterprises should construct early warning mechanism and provide timely service remedy;improve the quality of remedy and reshape consumer loyalty;strengthen learning and training to avoid service failure.
作者
钟锦文
廖梦楠
陈齐
ZHONG Jinwen;LIAO Mengnan;CHEN Qi(School of Business,Jiangxi Normal University,Nanchang,Jiangxi 330022,China)
出处
《金融教育研究》
2021年第6期46-56,共11页
Research of Finance and Education
基金
国家自然科学基金项目(71463028)
江西省教育科学“十四五”规划项目(21ZD017)。
关键词
网购服务补救质量
重购意向
关系品质
e-满意
e-信任
Online shopping service remedy quality
Repurchase intention
Relationship quality
E-satisfaction
E-trust
