Research On The Effect Between B2C Website Service Recovery And Website Brand Assets

With the constant progress of the society,the Internet has become an indispensable part of our daily life work.The rapid development of the Internet for our life and work provides a convenient,improve the quality of our life and work efficiency.Online shopping is a product of the development of the Internet,compared with the traditional shopping way is more convenience and offers consumers a new shopping choices.With the rise of the network shopping,network shopping platform presents the situation of the schools of thought contend,the vigorous development of the B2C website has attracted great attention of consumers and businesses.Because of the virtuality of the network environment and uncertainty,the emergence of service failure probability is very big,the service recovery as a,"secondary service" to retain the consumer has a positive effect,and let not satisfied customers "secondary satisfaction"' strengthen the trust and recognition of website finally.Consumers for service recovery quality judge more according to their own subjective feeling,through their own gains and comes at a cost compared to the site have a overall evaluation.Because website merchants to provide service or product homogeneityphenomenon and network environment has great risk,so to build a strong brand can enhance consumer trust in the web site of the dealer and cognition.With B2C website in the increasingly competitive,build a powerful web site brand assets is quite necessary for web merchants,and service recovery quality of the formation of brand equity is especially important for the site.In order to grasp the site service recovery effect on website of brand assets,based on the B2C website as the research background,using empirical research methods,on site service recovery and the relationship between brand equity research.Based on site service recovery as independent variables,including tangible compensation,website response speed,site apologize initiative,site remediation,four dimensions;Customer perceived value as intermediary variables;On the brand assets as the dependent variable,including cognitive,website experience and site trust in three dimensions.Tangible compensation through empirical analysis the following conclusions:website,website response speed,website apology significant positive influence on consumer site awareness,initiative and site remediation significant negative impact on consumer site awareness;Tangible compensation,site response speed,website apology,remedial initiative on consumer site experience a significant positive impact;Site tangible compensation,an apology,site remediation initiative significant positive influence on consumer trust website,the site response speed was not significant influence on consumer trust website.Consumer perceived value tangible compensation,the web site response speed,website apology,remedial initiative and consumer site between cognitive mediation role;Consumer perceived value tangible compensation,the web site response speed,website apology,site recovery initiative and consumer experience between intermediary role;Apologize consumer perceived value tangible compensation,the web site,site recovery initiative and consumer trust,and intermediary role between the response speed and consumer site there is no intermediary role between trust.Research conclusion of this article to understand and grasp the B2C website service recovery for the website the influence of brand equity has certain theoretical significance and practical significance.