Research On The Influence Of Service Remedy On College Students' Positive Online Searching Willingness From The Perspective Of Image Restoration Theory

With the growing maturity of Internet technology,online shopping has gradually become an important way for people to consume.No matter how the consumption pattern changes,word of mouth is still an important reference for influencing customers' shopping decisions.Online shopping,as a common consumption method of people,has formed its own unique form of word-of-mouth communication--online comments.At the same time,according to the delayed consumption characteristics of customers' online shopping experience,the e-commerce platform has improved the online commenting system and added a reviewing link.The customer can perform emotional expressions of real use based on receipt of the product and experience for a period of time.However,online shopping has a certain time interval from the time of ordering,receiving,and experiencing.This makes the uncontrollable factors of the whole service process increase,and service errors will inevitably occur,which in turn stimulates customer dissatisfaction and triggers negative online review.Ultimately,it damages the corporate brand image.This paper takes the image restoration theory as the theoretical basis,takes the college students as the research sample,and empirically tests the relationship between service failure attribution,service recovery,college student remediation satisfaction and positive online pursuit willingness through SPSS software.Applying the mechanism of weakening negativeeffects,making compensation,obtaining support,and achieving the goal of reducing hostility to the service remedy,to explore effective measures to reduce negative online pursuits,in order to regain the trust and satisfaction of college students.In turn,help online merchants reshape their good brand image.The results show that compared with the simple apologies and explanations given by college students before online review,the effect of "psychological compensation + physical compensation" is more significant,and the remedial satisfaction of college students caused by different combination of remedial measures is quite different.The attribution of service failure affects the satisfaction of college students with remedy of "psychological compensation + physical compensation".There is interaction between service failure attribution and service remedy on college students' satisfaction,but not all measures follow the principle that the remedy effect is the worst in the context of online business factors,followed by third-party factors and customer factors.In addition,in the context of online review,the remedial satisfaction of college students has a significant positive impact on the willingness of positive online review.Finally,based on the empirical results,this paper puts forward some management suggestions for Internet merchants from three aspects: the prevention of service failure,the remedy of service failure and the management of service work.