The Effect Of Service Recovery And Customer Participation On Behavioral Intention

With the popularization and development of the Internet, shopping online has already changed the traditional way of shopping, which has brought huge convenience to consumers. At the same time, considering the Internet’s feature of virtual characteristics, information asymmetry and lack of physical exhibition, service failure during shopping online happens frequently, and it brings serious problems to both consumers and sellers. In order to solve the negative effect caused by service failure, service recovery is necessary. Therefore, this paper would study the effect of service recovery on consumer behavior intention in the background of the service failure in Tmall.Based on the theory of service recovery, and taking secondary satisfaction as intervening variable, this paper would explore the effect of service recovery on consumer behavior intention during shopping online. At the same time, taking customer participation as moderator variable, combining customer participation and service recovery together, this paper would study the regulating effect of customer participation in the relationship of service recovery and secondary satisfaction. In addition, considering the consumer characteristics, this paper would explore the effect of consumer characteristics on service recovery result.After summarizing the related literature, this study constructed theory model and conducted the empirical research. Firstly, the study designed the questionnaire and issued it, then recycled the useful questionnaires and analyzed the data with SPSS 21.0, also got the following conclusions:Taking secondary satisfaction as the intervening variable, all dimensions of service recovery have positive influence on consumer behavior intention (including repeat purchase and positive oral spreading); and, secondary satisfaction plays an intermediary role in it; secondly, customer participation has partly regulating effect in the effect of service recovery on secondary satisfaction, also the dimension of information share has strengthening effect in it; finally, the online shopping experience in consumer characteristics has disparate impact on secondary satisfaction significantly.At last, according to the results of empirical research, we proposed some suggestions to the service recovery during shopping online, hope to improve the quality of online service recovery, respond to service failure actively and preserve the interests of the consumers and sellers.