A Study On The Impact Of Remedy Justice On Repurchase Intention In Online Purchase

In the last few years,with the development of Internet technology,a lot of Internet users in our country has increased explosively.At the same time,the development of Internet technology has also promoted the development of e-commerce platform.Online shopping has been gradually welcomed by network users because of its affordable price,convenient search and cross-regional characteristics,and the phenomenon of users using online shopping has become more and more intense.However,like the traditional service industry,service failure is inevitable in the process of online shopping.Network transactions can reduce the direct contact between businesses and customers,but their own virtual services and physical logistics processes are more prone to problems that plague customers,and service failures emerge one after another.Service failure in the network environment is quite different from traditional service failure.Businessmen are often difficult to actively detect service failure,which can easily lead to lag or even lack of remediation,resulting in negative word-of-mouth communication,resistance or even conversion of business,which makes remediation more difficult.Service failure has become a major obstacle for online retailers to improve customer satisfaction,build customer loyalty and increase repurchase behavior.At the present stage,the pre-sales and after-sales services of online retailers can be said to be relatively comprehensive,mainly including: online consulting system,unconditional return and complaint center,etc.,some shopping websites also put forward the first compensation recovery measures,but these services are the scope of passive marketing.Previous studies focused on strategies in the sales stage,namely,to attract customers to purchase or repurchase from the perspective of products and customers' perception of websites.Online retailers ignored the changes in customer satisfaction after service failure and the discussion on subsequent behavioral intentions.In this context,this paper first reviews the literature related to service remediation,perceived fairness,customer second satisfaction,repurchase intention and online shopping experience.Secondly,the theoretical model of remedial equity affecting repurchase intention is constructed,and the hypothetical relationship of this study is put forward by introducing adjustment variables.According to the purpose and content of the study,a questionnaire is compiled,and the questionnaire is pre-tested by SPSS20.0 software to ensure the rationality of the questionnaire.Finally,we use SPSS 20.0 and AMOS 24.0 software to test the reliability and validity of the sample data,model fitting test,path analysis,and draw conclusions,and put forward some management suggestions for the online retail industry,providing theoretical basis for the implementation of service recovery.The main conclusions of this paper are as follows:(1)Procedural fairness,result fairness and interaction fairness in customer perceived fairness significantly positively affect customer's second satisfaction after service recovery in online shopping environment.(2)Customer's second satisfaction has a significant positive impact on repurchase intention.(3)Shopping experience strengthens the influence of perceived fairness on secondary satisfaction.Shopping experience has a significant moderating effect on perceived interactive fairness and secondary satisfaction,and on perceived outcome fairness and secondary satisfaction.Shopping experience has a significant moderating effect on perceived procedural fairness and secondary satisfaction.(4)Shopping experience has a significant moderating effect on second satisfaction and repurchase intention.