The Effect Of Self-Consciousness On Satisfaction With Recovery In The E-Commerce Environment

The internet has penetrated into the economic and social fields as the development of technology, and gradually changed people’s life habit. Online retailing emerges as significant markets and outperformance. With the development of the popularity of online shopping and e-commerce, customer service requirements for network shopping is more and more strict. How to implement service recovery that fix common service failure in the context of e-commerce, thus improve the customer’s shopping perception and satisfaction, is a universal concern of the network sellers.Due to electronic commerce, traditional interpersonal communication has been replaced with network technology. Service recovery is facing increased uncertainty. At the same time, due to the complexity and particularity of the electronic commerce environment, the customer will face increasing risks and uncertainties, especially psychological risk, and these factors will have important impacts on the customers’behaviors. That is to say, in the e-commerce environment, post-complaint attitudes and behavior intentions are dependent not only on the influence of service recovery attributes but individual characteristics and mental states of the customers as well. According to literature research, self-consciousness has a certain effect on customer satisfaction after service failure.Undergo investigation from self-consciousness and using SPSS19.0as the analysis tool to make an empirical research of multiple linear regression analysis, the effect of self-consciousness on satisfaction with recovery is explored in the e-commerce environment. Information retrieval, self-consciousness can affect the relationship between perceived justice and satisfaction. Besides, of the two dimensions of self-consciousness, private self-consciousness played a regulatory role. Based on the results, the management suggestion on service recovery is presented to enhance users’ loyalty.