Empirical Study On The Service Failure Attribution And Recovery In C2C E-Commerce

Recent years, E-commerce has been growing rapidly in China. With the popularity of E-commerce, online shopping has gradually become a consumption habit of Internet users. However, the failure of online shopping is very common. A series of new problems arise because of failure of online shopping, such as how to implement service recovery strategies effectively to improve customer secondary satisfaction and loyalty. Compared with B2C, C2C e-commerce offers customers a wider choice of shops, which makes online retailers face more intense and harsh competition. For the retailers in C2C e-commerce environment, analyzing service failure attribution and implementing service recovery have direct influence on customer satisfaction, and thus have relation to the credibility of online retailers. So it has great significance to study this field.The study establishes the theoretical framework based on current literature:service recovery affects perceived justice and perceived justice affects customer secondary satisfaction; service failure attribution is the moderator between perceived justice and customer secondary satisfaction. Questionnaire survey has been adopted in this study. It takes the groups who have experienced C2C online shopping as the objects.202valid samples of data are obtained and spssl8.0and Amos7.0are used to analyze. Finally, it comes to the conclusions.1、Material compensation has a significant influence on distributive justice, psychological compensation has a significant influence on interactive justice and information justice, response speed has a significant influence on procedural justice.2、The four dimensions of perception fairness have a significant influence on customer secondary satisfaction.3、Controllable attribution moderates the relationship between perception fairness and customer secondary satisfaction partly.Finally, the study proposes some suggestions according to the conclusions. It is also hoped to be the useful reference for the retailers in C2C e-commerce. Also, it points out the shortcomings of the research and the prospects of future research directions.