在线客服的热情和能力对顾客补救合作意愿的影响——一个链式多重中介模型

The Impact of Online Service Enthusiasm and Ability on Tourists’Willingness of Remedial Cooperation:A Chain Multiple Mediation Model

基于“刺激—有机体—反应(SOR)”理论框架,构建在线旅游消费场景中在线客服的热情和能力对顾客补救合作意愿影响的理论模型,分析社会临场感和信任的链式中介作用。研究表明:在线客服的热情和能力对顾客的补救合作意愿有显著的正向影响;社会临场感和信任分别在在线客服的热情和能力对顾客补救合作意愿的正向影响中起中介作用;社会临场感和信任在在线客服的热情和对顾客补救合作意愿的正向影响中起链式中介作用。通过对在线旅游消费场景中在线客服的热情和能力行为表现对顾客服务补救合作意愿产生的影响及其作用机理的分析,丰富了在线服务补救的理论体系,也为在线旅游企业的补救管理提供启示。

Based on the“stimulus-organism-response(SOR)”theoretical framework,this paper constructs a theoretical model of the influence of online service enthusiasm and ability on tourists’willingness of remedial cooperation in online tourism consumption scenarios,and analyzes the chain mediating effect of social presence and trust.The Research has shown the enthusiasm and ability of online service have a significantly positive influence on customer’s willingness to cooperate in remediation;social presence and trust play a mediating role,and also a chain mediating role in the positive impact of online service enthusiasm and ability on customer’s remediation cooperation willingness.This research enriches the theoretical system of online service remediation,and also provides management guidance for the remedial management of online tourism industry.