Research On The Influence Mechanism Of Online Shopping Service Recovery On Consumer Online Sharing Behavior Under The Background Of Chinese Confucian Culture

At present,with the rapid development of the Internet,a variety of new forms of business emerge in an endless stream.New modes of carrying goods,such as Douyin and Kuaishou,not only facilitate life,but also create social wealth.Some traditional industries have changed their careers in succession,transforming knowledge and skills into online traffic.Affected by the epidemic,more consumers have turned to the Internet for shopping,and relevant statistics show that the number and amount of online transactions have been on the rise in recent years.At the same time,the problems brought by information explosion,such as difficult to distinguish between true and false information,virtual identity of transaction objects,and difficult to protect personal privacy,have also caused troubles to consumers.According to the survey data of China Economic Net,the number of online shopping complaints accepted by platforms continues to soar,and consumers often encounter difficulties such as false advertisements,incorrect goods,delayed delivery,and difficult returns in online shopping,which seriously damages the legitimate rights and interests of consumers.Combing related research fields,it is found that previous scholars seldom base on Chinese localization scenarios,and most of them take the paradox of service recovery as the theoretical basis.Moreover,there are still a large number of merchants who do not pay attention to consumer forgiveness.Therefore,based on the above research gaps and based on the Chinese localization situation,this paper explores the influence mechanism of the remedy strategies of merchants or platforms on consumer behavior when mistakes occur in online shopping,so as to better serve consumers.Based on the above background,by reading a large amount of literature,this study starts with online shopping service recovery,introduces key variables such as consumer forgiveness,Chinese Confucian culture and consumer online sharing behavior,and takes resource exchange theory,AMO theory,cognitive-emotional theory and relationship marketing theory as theoretical support to construct the theoretical framework of this study and comb out the overall research path of this paper:Path analysis of "Service recovery--consumer forgiveness--Consumer online sharing behavior" in the context of online shopping service failures;To explore whether there are differences in the results of the path of "service recovery--consumer forgiveness--consumer online sharing behavior" under the influence of different degrees of Chinese Confucian culture.The preliminary review of relevant literature results laid the foundation for the later research.In this study,questionnaire method was adopted to generate and distribute questionnaires.SPSS software was used to analyze the data,and the conclusion was drawn that online shopping service recovery and its four dimensions(tangible compensation,apology,response speed and remedial initiative)significantly positively affected consumers’ online sharing behavior.Online shopping service recovery and its four dimensions have significant positive impact on consumer forgiveness;Consumer forgiveness has a significant positive effect on online sharing behavior.Consumer forgiveness plays a partial mediating role in the influence of service recovery on consumers’ online sharing behavior.Chinese Confucian culture plays a moderating role in the influence of online shopping service recovery on consumer forgiveness.This study has enriched the application of service recovery theory in the context of online shopping to a certain extent,provided theoretical reference for the study of consumer behavior in the background of Chinese Confucian culture,and expanded the scope of AMO theory,relationship marketing and other theories.According to the research conclusions,the following operational suggestions are put forward for the reference of Internet merchants or platforms: First,enhance the awareness of service recovery and pay attention to the quality of service recovery;Secondly,the in-depth study of Confucian culture,grasp the consumer psychology;Then,strengthen the communication skills of employees and encourage consumers to forgive;Finally,transform the user network relationship to improve online information sharing.