| The birth of online shopping has made people’s daily shopping activities more convenient and flexible.More and more people are joining the online shopping team.The Chinese online shopping consumer market is also booming.The online shopping market has many advantages,such as a wide range of goods,complete prices,cheap,time and geographical constraints,and time-saving convenience,but there are also some problems that cannot be ignored: online shopping security issues(transaction security,product quality Security and cargo delivery security),product quality and after-sales service assurance issues,manufacturers false propaganda,e-commerce companies do not speak credibility.At the same time,it is precisely because of the high degree of uncertainty in the corporate image,product quality and after-sales service quality of these trading partners.This will increase consumers’ shopping risks to a certain extent,cause consumers unpleasant shopping experience,and be very unfavorable to consumer experience,and may cause some Loss of customers.The introduction of service guarantee system can effectively reduce consumer perceived uncertainty and perceived risk,enhance consumer willingness to buy and willingness to use,and it will greatly help e-commerce companies to enhance their competitive advantage.In the current competitive environment,e-commerce companies pay more and more attention to the application of service assurance.The research on the impact of service assurance on consumer behavior is mainly reflected in the pre-purchase and post-purchase phases.Most of the existing research focuses on the impact of service guarantees on consumer behavior in the pre-purchase phase.However,there is little research on the impact of service guarantees in the online shopping environment on the willingness of consumers to use service guarantees after purchase.Therefore,the impact of research service guarantees on consumers’ willingness to use will helpbroaden the research field of service guarantees on consumer behavior.First of all,this article takes the online shopping market as the research background,reviews and combs the literature on service assurance,perceived risk,corporate reputation,and consumer willingness to use,and builds a five-dimensional service guarantee on this basis.Restrictions,Promise of Commitment,Content Credibility,Conciseness of Terms,and Convenience of Start-up)are independent variables,a conceptual model of perceived risk as an intermediary,a corporate reputation as a moderating variable,and a service guarantee willingness as a result,and proposed Related assumptions.Secondly,this study conducted online and offline research and obtained 219 valid sample data.Using SPSS20.0 empirical analysis,the following conclusions were drawn:(1)Conditional restrictions have a positive and significant impact on consumer perceived risk,and the willingness to use service guarantees is enabled.It has a significant negative effect;the moderation of commitment,the credibility of the content,the conciseness of the terms,and the ease of launching all have a negative impact on consumer perceived risk and a positive effect on the willingness to use.(2)Perceived risk Consumers’ willingness to use has a negative impact;(3)Perceived risk has an intermediary role in the impact of service assurance on consumers’ willingness to use.(4)Corporate reputation has a moderating effect on perceived risk and willingness to use consumers.Finally,this article summarizes the conclusions and proposes some management suggestions and enlightenments for companies: e-commerce companies should pay attention to the cultivation of corporate reputation,reasonably design service guarantee terms,attach importance to the application and management of service guarantees,and build consumer awareness of complaints.Management of corporate and consumer relations.At the same time,it also objectively points out the limitations of this study and proposes future research directions. |
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