Research On The Effect Of Service Recovery Quality On Consumers' Emotion And Repurchasing Intention In Fresh Agricultural Products On The Internet

With the continuous improvement of China's Internet penetration rate and the rapid development of the e-commerce market,the concept of online shopping has become deeply rooted in people's hearts.In recent years,fresh produce has become a blue ocean that various large-scale e-commerce companies have been rushing to enter.At the same time,fresh e-commerce has developed rapidly.In 2017,it has reached a transaction size of approximately 139.13 billion yuan.However,with the rapid development,the phenomenon of service errors cannot be underestimated.In particular,fresh agricultural products have the characteristics of being easily damaged,difficult to keep fresh,and being stored,which leads to more erroneous service mistakes in the online shopping process than ordinary products.The situation,thus more easily affect the enthusiasm of consumers online shopping fresh.Facts have proved that according to the Consumer Complaint Report released by the Consumer Association of Jiangsu Province in 2016,fresh food has become a new focus of online shopping complaints.Therefore,based on the fresh environment of online shopping,seeking high-quality service remedies in order to enhance the consumer's intention to buy again,and promote the healthy development of fresh e-commerce has become urgent.In this study,consumers who had experienced service failures in the online shopping process and were remedied by fresh online merchant services were the subjects of the study.They distributed and recovered questionnaires in the form of questionnaire surveys,and finally obtained valid samples required for the study.With 411 data,the effective recovery rate of the questionnaire was 72.11%.In the process of data analysis,this study first analyzed the experiences of consumers on several types of online shopping fruits.The specific performance is as follows:The most frequently visited fruit buying websites for consumers are Tmall,Taobao,and Jingdong;consumers complain of dissatisfaction when shopping online for fruit,including fruit damage and fruit is not fresh;and the most important way for consumers to express dissatisfaction is through online customer service to explain the situation;fresh In addition to apologizing,online store merchants use the most commonly used material remediation measures to compensate consumers for the corresponding amount of fruit loss.The empirical part of this study is mainly based on the regression analysis and the structural equation model test method to verify the effect of service remedial quality on consumer sentiment and repurchase intention.The test results show that in the online shopping fresh situation,the quality of service remediation The program quality,interaction quality and result quality both significantly positively influence consumers' positive emotions;both interaction quality and result quality negatively influence the negative emotions of consumers;program quality,interaction quality,quality of online shopping fresh environment,and quality of results There was a significant positive impact on consumers' repurchasing intentions;positive consumer sentiment positively affected their repurchases intentions;negative consumer sentiments negatively affected their repurchases intentions;consumers' positive negative sentiment was The quality of service remediation has played a mediating role in the process of reinventing its intention to purchase.Based on the research results,this study proposes relevant countermeasures such as increasing the investment in logistics facilities,strengthening the training of online service personnel,standardizing the operation and information management of fresh online stores,improving the effectiveness of service remediation methods,and improving the service remedy quality management system.