A Study On The Effectiveness Of Online Service Remedial Measures After Impulsive Consumption

With the rapid development of online shopping in our country.Cyber impulse buying behavior is also becoming more common.Customers formed by impulse purchases are important sources of customers,but they are different from normal customers,and they lack rational thinking during the purchase process.At the same time,after forming the satisfaction and regret after purchase,it will have different effects on the subsequent purchase behavior.The sentimental satisfaction after impulsive consumption is more likely to prompt the purchase of the same merchant's products again,and it is more likely that there will be another impulsive consumer behavior.Impulsive emotions after impulsive consumption are more likely to lead customers to not trust online merchants,and even refuse to consume online.Considering that network consumption is more complicated than traditional consumption,information distortion is more likely to cause dissatisfaction and regret,and customers have more roles in online consumption.This paper studies the impact of online merchants on the remedial behavior of consumers after impulse purchase.The literature has carried out related research on the service remedy in the physical shopping environment and the online purchase environment,and has obtained a lot of research results.However,few scholars in the current research have studied the effects of regret attribute attribution on service remediation and secondary satisfaction.The reasons for the regrets caused by irrational impulse buying behavior are significantly different from the complaints in rational purchasing behavior.The intrinsic factors of customers in irrational impulse purchases play an important role.Therefore,this paper considers the perceived utility of customers who are regretted by irrational purchases.That is to say,for such customers,how the remedial measures taken by online merchants are more likely to save customers or have a positive impact.Therefore,based on attribution theory,this study constructs a utility model for network impulse post-consumer service remediation measures.For the customers who regret after impulse purchase,from the perspective of service remediation theory,the paper studies the mechanism of the influence of online merchants' remedial behavior on customer behavior willingness;and the third-party network sales platform enterprise,studies the influencing factors of customers' impulsive buying behavior.A total of 700 valid questionnaires were collected through questionnaire survey,and SPSS20.0 was used for empirical analysis.Descriptive analysis,exploratory factor analysis,reliability analysis and correlation analysis were performed on the obtained data,and then Amos 20.0 was used to carry out the structural equation model test.The study found that:First,the different attribution of customers' regrets after the network impulse consumption will affect the evaluation of the utility of service remedies.When the customer classifies the cause of the regret emotion as an external factor,it has a positive impact on the substantive remedial effect adopted by the online merchant,and has a negative influence on the psychological remedial effect;when the customer reverts the cause of the regret When it is an internal factor,it will have a positive impact on the effectiveness of psychological remedies and substantive remedies;when customers attribute the cause of regrets to controllable factors,it will have a significant negative impact on the effectiveness of substantive remedies and psychological remedies..Second,the different attributions of customers' regrets after network impulse consumption will have different effects on secondary satisfaction.When customers attribute regrets to external factors and controllability factors,they will have a negative impact on secondary satisfaction.When they are attributed to internal factors,the impact on secondary satisfaction is not significant.Third,the service remediation obtained by the customer will have a positive impact on the second satisfaction and the re-purchasing purchase behavior;at the same time,the second satisfaction has a positive influence on the customer's re-pulsation purchase behavior.This paper explores the remedial effect of service remediation on the impulse of different attributions after the purchase of online shopping impulse shopping.Through the research of this paper,we can improve the research in related fields and give practical guidance theory for network operators to better carry out business activities,which has certain practical value.