农产品电商服务失败对消费者重购意愿的影响机制研究
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华中农业大学 经济管理学院

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国家自然科学基金重大国际合作项目“作物营养强化对改善人口营养健康影响及评估研究”(71561147001);“中国工程院院士咨询项目:至2050年中国种植业发展战研究”(2662018PY101)。


The Impact of Agricultural e-Service Failure on Consumers’ Repurchase Intention
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School of Economics and Management, Huazhong Agricultural University

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    摘要:

    消费者通常会对服务失败做出强烈的反应,明确消费者对不同类型农产品电商服务失败的反应是农产品电商企业有效应对服务失败问题、谋求长远发展的重要前提。本研究根据电商服务质量的定义将农产品电商服务失败分成订单履行、网站设计、隐私安全和客户服务四类,运用交换的框架讨论消费者对不同类型农产品电商服务失败的反应机制,使用组间实验设计的方法验证研究假设。研究结果表明:(1)不同类型的农产品电商服务失败对消费者重购意愿的负向作用不同;(2)感知公平中介了农产品电商服务失败对消费者重购意愿的负向作用;(3)不同类型农产品电商服务失败对感知公平特定维度的负向作用强度不同。这些研究发现为农产品电商企业有效应对服务失败问题提供重要的参考建议。

    Abstract:

    Customers often react strongly to service failure, understanding consumers’ responses to different types e-service failure is an key prerequisite for agricultural e-commerce companies to address service failures and seek long-term development. In this article, based on the definition of e-service quality, the authors divide e-service failure 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 based on an exchange framework, 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, this study also finds that consumer’ perceived justice mediates the negative effect of agricultural e-service the failures on consumers’ repurchase intention. In addition, this study also finds that different types of agricultural product e-service failures have different negative effects on the specific dimensions of perceived justice. These findings provide important implications for agricultural e-commerce companies to effectively handle service failures.

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  • 收稿日期:2020-03-05
  • 最后修改日期:2020-04-10
  • 录用日期:2020-04-21
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