The Effects Of Economic Compensation And Gift Giving On Trust Repair Of Different Consumption Types In The Context Of Online Shopping

Trust is of great significance to the maintenance of interpersonal and social relations,and plays a vital role in enhancing social development and promoting social stability and unity.However,trust breach often occurs in interpersonal interaction,especially in the field of consumption,which is easy to cause a crisis in the consumption relationship between consumers and enterprises,thus causing a bad impact on personal experience and enterprise development.Therefore,after the trust is destroyed,how to restore the consumer trust and avoid more serious consequences has become a topic that scholars pay close attention to.Previous studies have made a lot of discussion on oral restoration,but few studies on practical restoration,and mainly focused on direct economic compensation restoration,and less involved in the gift of the restoration.At the same time,most of the previous studies on trust repair focused on interpersonal trust and discussed the situation of trust repair in general interpersonal relationships,while there were few studies on consumer trust repair.In addition,the research on consumer trust focuses more on the traditional offline consumption environment,while the research on the online consumption situation is relatively rare.Based on this,on the basis of previous studies,this paper selects two typical practical action repair methods,namely economic compensation and gift giving,and creates different consumption scenarios to investigate the influence of two different repair strategies on trust repair under different breach situations.This study mainly includes two studies:Study 1 selected 231 subjects and conducted a three-factor intersubject design to explore the effect of economic compensation on trust repair for consumers of different consumption types under different trust breach situations.The results showed that the trust repair effect of the group with financial compensation was significantly higher than that of the group without financial compensation.When there is economic compensation,there is no significant difference in the repair effect between the upright violation group and the ability violation group.When there is no economic compensation,the difference between the upright violation group and the ability violation group is marginal.In study 2,235 subjects were selected,and the three-factor intersubject design was also adopted to explore the effect of gift giving on trust repair for consumers of different consumption types under different trust breach situations.The results showed that the trust repair effect of the group with gifts was significantly higher than that of the group without gifts.The effect of gift giving on the integrity trust breach group was better than that of the competence trust breach group;The effect of gift giving on the trust restoration of the material consumption group was better than that of the experience consumption group;When gifts were given,there was no significant difference in the repair effect between the upright group and the ability group.When no gifts were given,there was a significant difference between the upright group and the ability group.The main conclusions of the study are as follows:(1)For consumers of different consumption types,after experiencing trust breach,the two practical action repair strategies of financial compensation and gift giving can repair the damaged trust well.(2)For consumers of different consumption types,the repair effect of gifts to the material consumers is better than that of the experiential consumers;There is no difference in the repair effect of economic compensation for different consumption types.(3)The repair effect of gifts given to consumers who have experienced a breach of ability is significantly better than that of consumers who have experienced a breach of integrity;There is no difference in the repair effect of economic compensation for different types of consumers.(4)In the case of financial compensation and gifts,the repair effect is affected by the type of trust breach.Specifically,when there is financial compensation(gift giving),there is no significant difference between the types of trust breach and the effect of trust repair;In the absence of financial compensation(gift giving),the types of trust breach have significant differences in the effect of trust repair.