网购服务补救对消费者购买行为的影响研究

Research on the Effect of Online Shopping Service Recovery on Consumers’ Purchase Behavior

互联网技术与电子商务的迅速发展,使网络购物正在以惊人的速度渗透到人们的生活中,也使得网络零售商在以互联网作为载体的网络服务失误越来越频繁。合适,有针对性的网络服务补救措施不仅可以提高顾客满意度,同时也使得网络零售商在激烈的市场竞争中占据有利地位。结合对服务补救的理论概述,以经历过网购失败的消费人群作为研究对象,通过实证方法,对网络零售商的服务补救措施及服务补救过程中存在的问题,提出合理的解决办法。通过问卷调查分析得到当代网购消费者渴望得到的网络服务补救措施,并根据调查结果,对网络零售商提供可行且具有创新意义的网络服务补救措施。

With the rapid development of Internet technology and e-commerce, online shopping is infiltrating people’s lives at an astonishing speed, and online retailers are making frequent mistakes in using the Internet as a carrier. Appropriate and targeted network service remedial measures can not only improve customer satisfaction, but also make online retailers occupy an advantageous position in the fierce market competition.This paper combines the theoretical overview of service remediation, and uses consumer groups who have experienced unsuccessful online shopping as research objects. Through empirical methods, it proposes reasonable solutions to the online retailer’s service remedial measures and the problems in the service remediation process. Through questionnaire survey, we have obtained the online service remedial measures that consumers of online shopping eagerly aspire to, and based on the survey results, we provide network retailers with feasible and innovative network service remedial measures.