A Study On The Effect Of The Attribution Of Customers' Not Returning Behavior On Negative Word-of-mouth After Online Shopping Service Failed

In recent years,online shopping is more and more popular.Because of the special way of the network transaction,consumers are easy to encounter the service failure in the online shopping,and in many cases,they cannot return the goods successfully,which makes the customer's negative word-of-mouth behaviors more and more frequent.Based on the existing problems in online shopping,this paper studies the influence of the attribution of customers'not returning the goods behavior on negative word-of-mouth under the online shopping failure circumstance.In the literature review,this paper first introduces the definition and types of service failure,and then describes the results of previous studies,such as attribution theory,emotion,negative word of mouth,and the relationship between the three variables.Based on the previous research results and the opinions of the experts and groups that I collected,this study constructs the initial research model.Based on the model,14 hypotheses are proposed.Then the writer designed the initial questionnaire,modified it through the preliminary investigation and analysis.So the formal questionnaire was designed.Then the writer used statistical analysis software SPSS23.0 to analyze the reliability,validity and correlation of the data,and used AMOS24.0 to analyze the structural equation model.Finally,the paper gave the conclusion of the research.Through empirical research,this paper gets the following conclusions.The three factors of not returning the goods behaviors attribution under the online shopping service failure circumstance:external attribution,stability attribution and control attribution,have positive effects on the high negative emotion and negative word-of-mouth,while the internal attribution positively affects low negative emotion,but does not affect negative word-of-mouth communication.The study also shows that high negative emotions positively affects the negative word-of-mouth communication,and it plays an intermediary role among the external attribution,the stability attribution,the control attribution and negative word-of-mouth communication.However,low negative emotion does not have a positive impact on negative word-of-mouth,and it does not play an intermediary role between the internal attribution and negative word-of-mouth.Finally,the write gives consumers online shopping advice and electricity suppliers marketing recommendations.