The Impact Of Online Apology Patterns On Post-recovery Satisfaction

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.The purpose of this study was to explore the impact of online apology(text apology?text+emoji apology)on post-recovery satisfaction,and the type of product offered by the merchant and the customer relationship norms it follows in this process.This paper refers to the research methods adopted by scholars in related fields at home and abroad,and discusses the mechanism of the different types of apology speech behaviors(text apology?text+emoji apology)on the post-recovery satisfaction and the as well as the effect of two moderators.This article designed three groups of experiments to test the hypotheses.Experiment 1 shows that indirect apology(“I am sorry(?)”)can obviously improve post-recovery satisfaction,compared to direct apology(“I am sorry”).Experiment 2 pointed out that product types have a significant regulatory effect on online apology pattern and post-recovery satisfaction.For functional products,indirect apology has a more pronounced effect on post-recovery satisfaction.Experiment 3 verifies the role of the customer relationship specification in regulating the relationship between language apology and remediation satisfaction.Communal relationship norms are more able to reinforce the effect on post-recovery satisfaction of apology patterns(text apology&text + emoji apology)than the Exchange relationship norms.At the same time,we also discussed the theoretical and practical significance of the research,and pointed out the limitations of the experiment and the next research direction.