服务补救的重要性使其日益成为研究热点。以网络为媒介的B2C环境,商家

与顾客缺乏面对面互动,商家难以控制服务过程,顾客也无法目睹服务人员,亦

无法接触商品实物,容易形成感知偏差而产生抱怨或不满,发生服务失误的可能

大大提高。服务失误与顾客不满的持续增加,使得B2C企业不得不积极采取服务

补救措施以降低因服务失败的发生对消费者和企业造成的负面影响。国内学者对

服务补救的研究方兴未艾,对B2C环境下服务失误和补救发生后消费者情绪及重

购意向的研究则刚刚兴起,对关系质量调节下的服务补救对消费者情绪及其重购

意向的影响关系研究没有进行深入探讨。因此,探讨B2C环境下基于消费者情绪

的服务补救质量对重购意向的影响机理具有重要的理论和实践意义。

本研究首先对国内外相关理论及研究文献进行了梳理,并对电子商务领域专

家和有网上购物经历的消费者进行深度访谈,在情绪理论、关系营销理论和消费

者行为理论的基础上构建了基于消费者情绪的服务补救质量对重购意向的影响模

型。在结合国内B2C网络购物环境的前提下,通过对国内外已有成熟量表进行筛

选与整合,设计形成了本模型各变量的测量量表,并经证明各测量量表具有较好

的信度与效度。本研究通过专业问卷发放机构“问卷星”进行问卷设计,并将生

成的网页问卷在论坛放置链接与点对点发送链接等方式进行发放,共回收有效问

卷402份,用于后续的背景变量的分析和模型的假设验证。实证结果发现:服务

补救质量对消费者正面情绪及重购意向有显著的正向影响,对消费者负面情绪有

显著的负向影响,并通过消费者正面情绪和负面情绪间接影响消费者的重购意向。

关系质量对服务补救质量与重购意向之间的关系起调节作用,而关系质量对服务

补救质量与消费者正面或负面情绪的关系和消费者正面或负面情绪与重购意向的

关系的调节作用并不显著。在此基础上,提出了相应的管理建议。

本研究的创新之处在于以B2C网络购物环境为背景,以消费者情绪为中介变

量和关系质量为调节变量,重点研究了服务补救后消费者重购意向的影响过程模

型,对理解服务补救质量如何影响消费者的重购意向具有重要的意义,同时对传

统服务补救质量研究的一个扩展,也是对服务补救领域消费者情绪和关系质量研

究的补充。本研究所得结论对B2C企业在服务失败后消费者情绪变化及重购意向

行为认知方面有一定借鉴意义,为B2C企业服务补救质量管理策略的制定与实施

提供理论参考。

关键词:服务补救;消费者情绪;重购意向;结构方程模型

II

硕上学位论文

Abstract

The importance of service recovery, making it increasingly becomes a research

hotspot recently. In the environment using internet as medium, the consumer and

merchant hold their complains and dissatisfaction to each other because of the

untouchable particularity of the service across the internet, in which process the

consumer and merchant can hardly see and talk with each other face to face. Thus, the

service failure and the complains from the consumers increase drastically, which dish

out a problem for the retailers that they have to take active measures to recover the

negative impacts to the consumers and themselves drawn by the serious service failure.

Nowadays the investigation on service recovery in our country is developing rapidly,

and more and more researchers focus on consumers' emotion and repurchase intention

after the remedy by the retailers in B2C environment. However, the relationship

between service recovery and consumers' emotion and repurchase intention under the

relationship quality adjustment have not drawn much attention. Therefore,the

discussion and investigation on the relationship between the service recovery and the

consumers' emotion and repurchase intention, especially based on moderating role of

relationship quality, have important theoretical and practical significance.

In this study, the author firstly sort out relevant theory and research literatures at

home and abroad, and then interviewed the experts in the field of e-commerce and

consumers with online shopping experience. Based on the theory of emotion,

relationship marketing theory and consumer behavior theory, the author constructed

impact models about the quality of service on consumers' emotion remedy and

repurchase intention under the relationship quality adjustment. Taking the B2C internet

shopping environment in our country into consideration,by the screening and

integration on the existing maturity scale at home and abroad, the author designed

measurement scales the of the variables in this model and proved that the measurement

scales have good reliability and validity. In this study, a professional questionnaire

designed by the professional questionnaires issuing authority questionnaire Stars

was distributed by putting the link of the page questionnaire to like forum and sending

the link to some other respondents. Fainally,402 copies of valid questionnaires were

collected,which could be analyzed and used to validate the model assumptions and

subsequent background variables. Through the analyst on the results,a good service