A Research Of The Relationship About Perceived Recovery Value With Consumer's Emotion And Behavioral Intention

Based on the background of online shopping environment,the paper divides the consumer's perceived value into perceived benefits and perceived sacrifices,consumer's emotion into positive and negative emotions,behavioral intention into behavior transformation and positive word of mouth,the relationship type into confidential relation and encounter relationship.By taking the two dimensions of customer value perception of service recovery as the independent variables and the relationship type as the moderating variable,the paper proposes hypotheses and builds the conceptual model,collects questionnaires by scenario simulation,then tests the model through SPSS20.and AMOS21.0.Results show:for the whole sample,consumer's perceived benefits significantly affects his positive and negative emotions,and those emotions will of course affect positive word of mouth,the perceived sacrifices has positive impact on negative emotion,and the later influences the behavior transformation.Both of the perceived values have effects on behavioral transfer,while only the perceived sacrifices affect positive word of mouth.For samples of trust relationship,consumer's perceived benefits has negative influence on negative feelings,both the positive and negative emotions significantly affect the word of mouth,and negative emotion influences the behavioral transfer.For sample of encounter relationship,the perceived sacrifices has impact on both the positive and the negative emotions,and the perceived benefits affects positive emotion,both the emotions affect positive word of mouth,the negative emotion also greatly affects the behavioral intention.The study provides some suggestions for online enterprises to increase consumer's perceived value of service recovery weaken consumer's negative emotion as well as decrease behavioral transfer and negative word of mouth.