Research On Influence Of Mobile Shopping Servicerecovery On Consumers’ Repurchase Intention

Recently,with the popularity of 3G,4G,WIFI and other mobile network coverage and mobile intelligent terminals,mobile Internet entered a new phase hitherto unknown,mobile online shopping has entered a new development climax,and then stable development.Both size and users are geometrically increasing,becoming an important part of online shopping.With the rapid development of mobile online shopping and the increasingly fierce competition,service failures are also common.The uncertainty and instability of service determine that service failure is unavoidable.Efficient service recovery can save customer’s loss and enterprise image,and achieve win-win situation between customers and enterprises.In the mobile online shopping context,different mobile network environment and traditional environment,the form of service failure and service failure form of mobile online shopping and traditional shopping environment,service recovery,but also has the difference,determines the mobile online shopping service recovery than the traditional online shopping also have some differences,put forward new requirements for mobile online shopping.Based on this,this paper analyzes mobile online shopping service recovery,to explore the mechanism of influence on customer repurchase intention,combined with the theory of consumer behavior and psychology of forgiveness,forgiveness in the application of marketing research,and repurchase intention in the relationship between service recovery and customer relationship,and according to the literature review the impact of this assumption is intermediary role,and to verify the hypothesis by empirical research.First,review the repurchase intention,service recovery,customer forgiveness theory and consumer behavior related literature;secondly,according to the theoretical model of situational features of literature review and mobile online shopping is constructed in this paper,and put forward the relation between service recovery and customer repurchase intention assumption,and the assumptions mediating effect of customer forgiveness;finally,collect study on the data needed by the way of questionnaire,and through data analysis to test the hypothesis,we draw the following conclusions:(1)Feedback,quick response,apology and communication,return,cash return and mobile coupon have significant influence on repurchase intention in mobile online shopping.(2)There are differences on mobile online shopping service recovery on customer feedback,including forgiveness,quick response,return,return cash,mobile coupons directly influence customer to apologize and communication influence on customers’ forgiveness is not significant.Therefore,in addition to apologize and communication,plays an important intermediary role of customer feedback,rapid response,forgiveness in return,return cash and mobile coupons on the customer repurchase intention influence,and is a part of the intermediary role.