| In recent years, the development of the Internet has brought unprecedented change to our lifestyle and living environment. But development of online shopping breeds lots of negative events. Recently, a lot of media pay attention to the bad review in taobao.com and report the sellers in taobao online mall do the bad things to customers. They said the sellers disturb the customers who write the negative comments by take the crank calls, In fact, sellers do many things to redeem the service failures, they explain the reason of failures and compensate the customer, but invalid. Negative review impact the overall sales volume, search ranking and so on. How to redeem the service failure online and rebuild the customer satisfaction who wrote the bad review to the sellers is a new research project.Although bad review management inside the scope of service recovery, as a new phenomenon, the study of bad review management has yet to unfold. Lots of study has researched the process of service recovery, customer satisfaction, perceived equity, but did not subdivided the material service recovery again, emotional impact on consumer behaviors, but few scholars test the emotional regulation strategies on perceived equity.Research framework of this paper are as follows:The first part, demonstrate the importance of bad review management in network economy era and the significance; The second part, the literature review, the literature review of all variables involved; The third part, according to the related literature we divide material service remedy into immediately acquired remedy and lingeringly acquired remedy, and there definition, based on literature research hypothesis has been derived, build the influence mechanism of bad review management effectiveness of physical service remedy at different time points; The fourth part, take the service recovery and customer behavior at home and abroad for reference, we make the experimental methods, according to the research model and hypothesis design suitable experimental process, experiment and test; The fifth part, using the statistics software SPSS and SmartPLS software to study variables for the reliability test and validity test, verify the intermediary role and the regulating role. The sixth part, the result of the data and verify the hypothesis and the corresponding conclusion; The seventh part, the contribution of this study, the deficiencies and future research direction.From the angles of the emotional regulation theory and motivation theory, this paper discusses the influence mechanism of bad review management effectiveness of physical service remedy at different time points, under the circumstance of bad review on the network business. By using scenario simulation method, this paper verifies the intermediary effectiveness of compensatory perceived fairness between service remedy and bad review management effect, and finds that:(1) immediately acquired remedy makes consumers have higher perceived fairness than lingeringly acquired remedies, and has better effect on bad review management;(2) expression restraint in emotion regulation has negative moderating effect on the relationship between service remedy and intention of modifying bad review;(3) cognitive reappraisal makes consumers have higher perceived fairness than expression restraint. The authors think that the influence factors and mechanism of bad review management effectiveness of physical service remedy revealed in this paper provide beneficial inspiration on the implementation of management strategy for network business.The limitations of this paper:The research background of this article choose the taobao’s bad review event, the event has its uniqueness, whether to apply to other online shopping platform remains to be proven. Second, this study on the online product type be controlled, mainly aimed at the low price of goods, the high price of goods in the event of bad review event will involve more factors that affect consumer behavior intention. |
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