• 農產品電商服務失敗對消費者重購意愿的影響機制研究
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    國家自然科學基金重大國際合作項目“作物營養強化對改善人口營養健康影響及評估研究”(71561147001); 中國工程院院士咨詢項目“至2050年中國種植業發展戰略研究”(2662018PY101)。


    The Impact of Service Failure on Repurchase Intention in E-Commerce for Agricultural Products
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      摘要:

      消費者通常會對服務失敗做出強烈的反應,明確消費者對不同類型農產品電商服務失敗的反應是農產品電商企業有效應對服務失敗問題、謀求長遠發展的重要前提。根據電商服務質量的定義將農產品電商服務失敗分成訂單履行、網站設計、隱私安全和客戶服務四類,運用交換的框架討論消費者對不同類型農產品電商服務失敗的反應機制,并使用組間實驗設計的方法驗證研究假設。結果表明:不同類型的農產品電商服務失敗對消費者重購意愿的負向作用不同;感知公平中介了農產品電商服務失敗對消費者重購意愿的負向作用;不同類型農產品電商服務失敗對感知公平特定維度的負向作用強度不同。據此,建議農產品電商企業要重視服務失敗問題,加強服務失敗的分類管理,在制定應對策略時要充分考慮消費者感知公平的作用。

      Abstract:

      Customers often react strongly to service failure,so understanding consumers’ responses to different types of service failures is a key prerequisite for e-commerce enterprises of agricultural products to address service failures and promote long-term development. In this article,according to the definition of e-service quality,the authors divide e-service failures of agricultural product into four categories:fulfillment,website design,privacy and security,and customer service,exploring the mechanism of consumers’ response to e-service failures of agricultural products through an exchange framework,and using the between-subjects experiment design to test the hypothesis. According to the results,different types of agricultural product e-service failures have different negative effects on consumers’ repurchase intention. Furthermore,consumers’ perceived fairness mediates the negative effect of agricultural e-service failures on consumers’ repurchase intention. In addition,different types of agricultural product e-service failures have different negative effects on the specific dimensions of perceived fairness. Accordingly,this study suggests that e-commerce enterprises of agricultural products attach importance to the problem of e-service failure,strengthen the classified management of service failure,and fully consider the role of consumers’ perceived fairness when developing coping strategies.

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    姜 藝,池韻佳,曾 晶.農產品電商服務失敗對消費者重購意愿的影響機制研究[J].華中農業大學學報(社科),2020,(5):39-50

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    • 在線發布日期: 2020-09-12
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