Research on the impact of consumer forgiveness on consumer continuous trust

IF 3.6 4区管理学 Q2 MANAGEMENT

Total Quality Management & Business Excellence Pub Date : 2022-06-27 DOI:10.1080/14783363.2022.2092468

Jiahua Wei, Sai Zhu, Hui-Fen Lu, Chao Li, Zhiping Hou, Xiaorui Zhou

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引用次数: 3

Abstract

Online shopping has become an important part of people’s life, but the current academic circles still lack attention to online shopping service recovery. Based on the online shopping service recovery scenario, this study takes the scenario experiment as the research method, discusses the influence mechanism of consumer continuous trust from the perspective of compensation and consumer forgiveness, and tests the moderating effect of online store reputation. Through empirical research, this paper obtains the following research findings: Both utilitarian compensation and spiritual compensation have a positive impact on consumer forgiveness, but spiritual compensation has a greater positive impact on consumer forgiveness; consumer forgiveness has a positive impact on consumer continuous trust, and consumer forgiveness plays a mediating effect between utilitarian compensation, spiritual compensation and consumer continuous trust; online store reputation plays a positive moderating effect in the impact of consumer forgiveness on consumer continuous trust. The research results of this paper are conducive to deepen the research on the relationship between compensation methods and consumer forgiveness, better explain the role of consumer forgiveness, consumer continuous trust and online store reputation in the impact mechanism of online shopping service recovery, and promote the healthy development of online shopping business model.

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消费者宽恕对消费者持续信任的影响研究

网上购物已经成为人们生活的重要组成部分，但目前学术界对网上购物服务的恢复还缺乏重视。本研究基于网络购物服务恢复场景，以场景实验为研究方法，从补偿和消费者原谅的角度探讨了消费者持续信任的影响机制，并检验了网络商店声誉的调节作用。通过实证研究，本文得出以下研究结果:功利补偿和精神补偿对消费者宽恕均有正向影响，但精神补偿对消费者宽恕的正向影响更大;消费者宽恕对消费者持续信任有正向影响，消费者宽恕在功利补偿、精神补偿与消费者持续信任之间起中介作用;网上商店声誉在消费者原谅对消费者持续信任的影响中起正向调节作用。本文的研究成果有利于深化补偿方式与消费者原谅之间的关系研究，更好地解释消费者原谅、消费者持续信任和网店声誉在网购服务恢复的影响机制中的作用，促进网购商业模式的健康发展。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Total Quality Management & Business Excellence MANAGEMENT-

CiteScore

8.90

自引率

12.80%

发文量

期刊介绍： Total Quality Management & Business Excellence is an international journal which sets out to stimulate thought and research in all aspects of total quality management and to provide a natural forum for discussion and dissemination of research results. The journal is designed to encourage interest in all matters relating to total quality management and is intended to appeal to both the academic and professional community working in this area. Total Quality Management & Business Excellence is the culture of an organization committed to customer satisfaction through continuous improvement. This culture varies both from one country to another and between different industries, but has certain essential principles which can be implemented to secure greater market share, increased profits and reduced costs. The journal provides up-to-date research, consultancy work and case studies right across the whole field including quality culture, quality strategy, quality systems, tools and techniques of total quality management and the implementation in both the manufacturing and service sectors. No topics relating to total quality management are excluded from consideration in order to develop business excellence.