Research On Effect Of Consumer Participation Of Service Recovery On Customer Emotions And Behavior Intention

Shopping online has become one of the most popular ways for consumers to purchase merchants. However, service failures cannot be completely excluded during this process and the complaints of online shopping occurred frequently.Therefore, the recovery of service failure is a critical issue for online service providers.The benefits of customer co-creation of value in the service context are well recognized.However,little is known about the consequent roles of both firms and customers in the advent of service recovery.Based on the summary and analysis of relevant literatures on consumer participation、customer emotion and behavior intention, a structural equation model is proposed, which considers consumer participation as antecedent variable, customer emotion as mediating variable and behavior intention as outcome variable. Questionnaires are designed to implement empirical research, combined with SPSS and AMOS for data analysis and model fitting.500questionnaires were distributed,456valid questionnaires were returned. Direct impacts of each consumer participation dimension and indirect impacts generated by customer emotion on behavior intention are verified. The results show that three dimensions of consumer participation have indirect impacts on behavior intention through customer emotion. The dimensions of relationship building、information exchange and Responsible behavior have significant direct impacts on behavior intention while preparation is not a direct influencing factor.