Research On The Effects Of Service Recovery On Customer Behavioral Intentions In Online Shopping

China’s e-commerce has been continually progressing and developing which hasgradually turned to maturity in steady development with the rapid growth between2009and2010. Online shopping has attracted more and more consumers and hascurrently become consumption habit for majority of cyber citizens. However, onlineshopping has the virtual properties, especially in the process of purchasing clothingproducts, service failures occur frequently, which has brought impacts on consumerperception of service quality. Therefore, it becomes the key concern for network retailbusiness to how to effectively carry out service recovery for mistakes.In the thesis, the process of the influence of service recovery on behavioralintentions is discussed from the angle of consumers. Based on the previous researchresults, the service recovery theories in traditional industry are applied to networkretail, the literature about connotations, dimensions and actual applications of thesevariables as service failure, service recovery, secondary satisfaction and behavioralintentions are summarized, and the theory mechanism including Justice theory,Attribution theory and Customer Participating theory involved in affecting process isdiscussed. Through the theoretical analysis of the relationship in these variables,research hypotheses are submitted and the conceptual model of this study isconstructed.According to research results of the scholars at home and abroad, the thesisborrows ideas from the specific situation of online shopping, and designs the initialquestionnaire, then, the customers who have experienced the failures in clothingproducts e-commerce service are taken as respondents. Through small-scaleinterviews and preliminary investigation, the formal questionnaire is formedeventually.The study uses software SPSS17.0and STATA11.0adopting methodsincluding Descriptive Statistical Analysis, Reliability and Validity Analysis,Correlation and Regression Analysis, Analysis of Variance, Inspection of Intermediaryand Adjustment Effect to act on data of316samples which are collected throughonline and field surveys.The final conclusions are obtained as follows: (1)Service Recoveries have positive impact on Customer Perceived Justice, butdifferent dimensions have different impact.Tangible Compensation has significantimpact on Distributive Justice; Response plays the largest role in Procedural Justice,while Recovery Initiative plays the largest role in Interactive Justice.(2)Distributive Justice, Procedural Justice and Interactive Justice have positiveimpact on Secondary Satisfaction, and Interactive Justice plays the largest role.(3)Secondary Satisfaction has positive impact on Behavioral Intentions.That is tosay, the higher the satisfaction of customers, the stronger of the Behavioral Intentionsin the later period is.(4)Distributive Justice, Procedural Justice and Interactive Justice have positiveimpact on Behavioral Intentions, and Interactive Justice plays the largest role.(5)Customer Participation, which is made up of Information Sharing andInterpersonal Interaction through reliability and validity analysis, has impact onCustomer Perceived Justice. And, Information Sharing has a higer impact onDistributive Justice and Procedural Justice, while Interpersonal Interaction plays alarger role in Interactive Justice.(6)On the basis of different severity levels of Service failures, the customers’Secondary Satisfaction and Behavioral Intentions are different.(7)Perceived Justice and Secondary Satisfaction play dramatic intermediary rolesin the model.(8)Failure Severity regulates the relationship between Tangible Compensationand Distributive Justice as well as the relationship between Response and ProceduralJustice, while it doesn’t plays such a role in Recovery Initiative and InteractiveJustice.(9)The regulatory role of Failure Attribution is not significant in the relationshipbetween Perceived Justice and Secondary Satisfaction. Stability only regulates therelationship between Distributive Justice and Secondary Satisfaction, whileAttributions of Locus and Controllability play no such roles in the relationshipbetween Perceived Justice and Secondary Satisfaction. It indicates that the role ofFailure Attribution that plays in the environment of online shopping is different fromthat of traditional industry.Finally, the hypothesis test results are discussed and analyzed, the mainconclusions of the study are obtained, and some relevant countermeasures andsuggestions are put forward in hopes of giving enlightenments to the network retailers who can distribute the limited resources reasonably and do well in recovery work inorder to improve their own qualities of service.