Research On The Mediating Effect Of Consumer Forgiveness On The Effect Of Service Recoveries On Consumer Behavior Intention In Online Shopping

The scale of online shopping and the number of users is continuously expanding,and the homogeneity of the products is continuously aggravating,all of that makes the competition for online shopping services increasingly fierce.How to reduce consumer dissatisfaction as well as the consumers' willingness to leave,and guide the long-term positive behavior of consumers through service recoveries is the focus for the online merchants.Online merchants have a lot of service recoveries to make up for service mistakes,but the positive performance of the consumer is not always lasting for a long time,and the dissatisfaction may still be there.In the long run,consumer forgiveness is the key to service recoveries,because consumer behavior generated by consumer forgiveness is a long-term behavior,which is more meaningful to online merchants.This paper studies the impact of service recoveries on consumer behavior intention from the perspective of consumer forgiveness in the background of online shopping services failure,and self-construction is integrated into the research model to further explore the impact of individual consumer differences on the research,which is expected to make up for the deficiencies in the related fields.This study first reviews the related research results of service recoveries,consumer forgiveness,consumer behavior intention and self-construction,and then builds a theoretical model based on S-O-R theory,and puts forward the research hypothesis base on the analysis of the three relations of service recoveries,consumer forgiveness and consumer behavior intention,and the analysis of the regulatory role of selfconstruction.In this paper,a questionnaire survey is conducted to measure the changes of consumers' psychology and behavior after experiencing online shopping service failures and service recoveries.Then SPSS21.0 and AMOS17.0 statistical software were used to test the reliability and validity of the data,and the regression analysis,the path analysis and multi group analysis of the structural equation model were applied to test hypothesis.The results show that service recoveries have a significant positive impact on consumer forgiveness,and consumer forgiveness has a significant positive impact on consumer behavior intention.Material recoveries are proved to have a direct significant positive impact on consumer behavior intention,while spiritual recoveries only have an indirect significant positive impact on consumer behavior intention through consumer forgiveness.The study also shows that the revised model has a cross group applicability and a good fitness for different self-construction groups,in which the independent self-construction groups have more consumer forgiveness when they accept material recoveries.The dependent self-construction groups are proved to have more consumer forgiveness when they accept spiritual recoveries.But there is no significant difference between them in the direct effect of service recoveries on consumer behavior intention.Finally,this study provides targeted management recommendations for online businesses according to the above conclusions.