| Following the Internet economy continuously developed,all aspects of people's lives are undergoing profound changes.Among them,online shopping has the most profound impact on people's lives,and its development momentum is the most powerful.And contrast with offline shopping,in the online shopping environment,time is not restricted,and merchants can do business all day(24 hours),which greatly liberated the consumer shopping bound in time,meanwhile consumers can whenever and wherever possibly enjoy shopping,the company's operating costs are greatly reduced.But when the network shopping is booming,it also emerged many problems.The problem of information asymmetry is becoming more and more intense.Credit problems have intensified the shift trend.Network security issues have attracted much attention.These problems have become the constraints for online shopping,and will inevitably be the network shopping future development of a layer of gray haze.This article is mainly described from the six chapters,and through the "Theoretical Construction-Empirical Analysis-Suggestion Proposal" line of thinking in turn.First chapter is the introduction of this article,it elaborates the background and necessity of research on new practice environment.That is the failure of service in the online shopping process.And this part also points out the necessity of the research on service recovery.The second chapter is the collation and induction of the previous research,from service recovery,customer secondary satisfaction,customer repurchase intention and double credit(business&platform)mechanism perspective on research in the field of literature,and put forward the necessity of this paper in theory,form the basis of this paper in theory.The third chapter is to study the model and hypothesis,including model construction,hypothesis research,questionnaire design,and collection of questionnaire data.On the basis of literature review,this paper brings forward the research question and hypothesis,and the research of the feasibility and operability of design scheme of grounded theory to construct the conceptual model,select the appropriate research tool,scientifically collect the data.Fourth chapter is for the analysis of data and hypothesis test,through analyzing the basic characteristics of the sample,the scale of the reliability and validity analysis,variance analysis,correlation analysis,regression model to verify this hypothesis one by one.Fifth chapter is the research conclusion and management suggestion,using the empirical analysis to summarizes the research conclusion of this article,and according the research conclusions to provide guidance for the enterprise management practice.The sixth chapter is the paper's contributions,the limitations(shortcomings)and the future research directions.This paper stands on the predecessors' research of service recovery,customer satisfaction,repurchase intention and credibility,from the double credit mechanism perspective,to explore the network shopping service recovery.In this paper,there is a cognitive bias in the quality of goods as a scenario hypothesis,and the material service recovery,the mental service recovery as the explanatory variable,customer secondary satisfaction as the intermediary variable,business credibility and platform credibility for the adjustment variable,repurchase intention as explanatory variables to build the the model and put forward the research hypothesis,using questionnaire survey to obtain research data,utilizing SPSS20.0 to analyse the collected data.The results show that whether material service recovery or mental service recovery will influence consumer repurchase intention through customer secondary satisfaction,meanwhile,business credibility and platform credibility will play a moderating role in the whole research model. |
PDF Full Text Request