The Relationship Between The Third Party Service Failures In Network Shopping And The Consumers' Trust On The Online Merchants

With the increasing popularity of the Internet and e-commerce,online shopping has gradually become part of people's daily lives.Compared to traditional shopping methods,online shopping has prominent advantages in terms of price and convenience,thus it is favored by the public.During the online shopping process,the gradual formation of trust between customers and online merchants,to a large extent,determines the further transactions.On the other hand,the virtuality and uncertainty of the online shopping environment greatly increase the possibility of service errors.When experiencing a service failure,the customer questions the service provided by the online merchant and no longer trusts the online merchant.Disappointed customers will verbally complain or give online negative feedback on the poor service in order to achieve indirect boycott,damaging indicators like the business reputation,potential customers,customer satisfaction indicators.Analyzing the impact of service errors on the trust relationship between online businesses and customers is of great significance to the operation and management of online shopping.To complete online services,consumers not only need to direct contact with the business,but also need to touch with multiple third-party service providers.Service errors can come from customers,businesses,third parties or any one or more parties.The current service errors in the field of e-commerce research is mainly responsible for the online business or customer service failures,without examining third-party,such as courier companies lost goods caused by service failures,and the current academic community in this area are rarely covered.Therefore,exploring the trust effect of third-party service errors on the trust between online businesses and customers will provide better guidance for the operation and management of online businesses and will also enrich the theory of service recovery to a certain extent.In order to understand the impact of third-party service failures on the trust relationship between customers and online merchants,this paper classifies the third-party service failures and trust relationships and proposes a model of the impact of third-party service failures on the trust relationship between customers and online merchants.In this paper,the scale of this study is designed with some mature scales,the third-party service errors are divided into courier service errors,network security mistakes,payment service errors.The pre-research analysis structure helps determinethe questionnaire items.By using the SPSS 20.0 and AMOS21.0 software,the descriptive statistics of the data collected in the formal survey were firstly analyzed,and reliability and stability of the scale were verified by reliability and exploratory factor analysis.Then,correlation analysis was carried out to judge the close degree of the relationship among variables.Finally,regression analysis is performed on the data,and the structural model of the whole model is used to detect the fit degree of the hypothesis model and the real data.The results obtained through empirical analysis are as follows: The failure of logistics service has a significant negative impact on the trust between customers and online merchants;the failure of payment service and network security has no significant effect on the trust relationship between customers and online merchants;Remedies and business apologies have a positive regulatory effect on the trust relationship between customers and online merchants.Finally,suggestions on service remedial measures are given based on the conclusions of the study,and the limitations of the research are pointed out.Although the study of service failure / service recovery has become a mature area,few studies have investigated how the failure of third party service in online shopping affects the relationships among all parties involved.Therefore,this article uses the online shopping environment as a research background to explore the impact of service failures from third parties on the trust relationship between customers and online merchants,and to expand the field of service recovery research,which is of practical and theoretical significance.