| During C2 C online shopping, consumers need to communicate with customer service staff to receive more information about product’s nature by communicating with customer service staffs, since the invisibility of online goods, and the experience of this process has direct impact on their subsequent consumption behaviors.I develop a self- extracting C2 C online shopping through interactional justice questionnaire in study 1, and I surveyed 218 subjects from different age levels by our self-developing questionnaire, then we concluded these items to two dimensions according to the result of exploratory factor analysis. I named these two dimensions as interpersonal justice and information justice. I tested the rationality of two-dimension model that received from EFA by confir matory factor analyzing according to the data of 246 subjects from several age levels. I found that this questionnaire has good reliability and validity as a measurement tool for C2 C online shopping interactional justice.I used C2 C online shopping interactional justice questionnaire, consumer trust questionnaire and satisfaction questionnaire to surveyed 246 subjects of different age levels for investigating the correlation of these three variances. The results showed that: There was no significantly statistical difference on each questionnaire’s scores among different age levels and educatio nal backgrounds; the scores of subjects on three age levels(20, 30, 40 and above) on trust questionnaire were significantly higher than the age of below 20. The level of information justice that perceived by consumers has greater impact on customer satisfaction than the level of interpersonal justice. The trust of consumer on customer service staff in C2 C online shopping was mediation variance between interactional justice and customer satisfaction. The results showed that firstly, in the environment of C 2C online shopping, interaction justice could concluded in tow dimensions including interpersonal justice and information justice. The "C 2C online shopping interaction justice questionnaire in C2 C online shopping " that developed in this study has good reliability and validity, which could be used as a measurement tool in later research; Secondly, the trust of consumer on customer service staff in C2 C online shopping was mediation variance between interactional justice and customer satisfaction. |
PDF Full Text Request