Study On Impact Of Service Recovery Quality On Repurchase Intention Moderated By Brand Attachment In E-Commerce Environment

In the information age,the e-commerce in China has been booming and e-commerce transactions have been steadily growing as well.Meanwhile,along with the continuous increase of the market share of famous and high-quality products in the consumer-goods market,the brand awareness of Chinese consumers has been gradually aroused.New growth opportunities have been brought to brand retailers,and e-commerce is gaining more attention as an important sales channel for branded retailers.However,along with that,service failures have becoming increasingly common as well.In the face of frequent e-commerce service failures,brand retailers typically take recovery measures to compensate,but how do consumers perceive the service recovery measures,whether service recovery really works,and how consumers' emotion change during service recovery.All the above issues are that brand retailers need to understand in depth urgently.Based on consumer purchasing decision theory and consumer sentiment theory,this study constructs a theoretical model between e-commerce service recovery quality and repurchase intention from the perspective of consumer emotion.More innovatively compared with previous research,this study introduces brand attachment to the model and tries to explore the impact of brand attachment on perception and sentiment of consumer in online shopping.In this model,the e-commerce service recovery quality is divided into three dimensions:interaction quality,procedure quality and outcome quality,and consumer emotions are divided into two single-level concepts:positive emotion and negative emotion.On the basis of the theoretical model,the data samples were obtained through questionnaire survey,and the hypothesis relationship between variables was verified with data analysis methods such as correlation analysis and multiple regression analysis.The main findings can be concluded as follows:In the e-commerce service recovery of brand retailers,e-commerce service recovery quality has the significant impact on consumer emotion,consumer emotion has the significant impact on repurchase intention,and e-commerce service recovery quality has the significant positive impact on consumer repurchase intention,along with which,partial mediation of consumer emotion is verified.Moreover,there is a significant moderating effect of brand attachment in relationships of e-commerce service recovery quality-repurchase intention and e-commerce service recovery quality-consumer negative emotion-repurchase intention.Finally,combined with the main research conclusions,several management suggestions for brand retailers to improve the e-commerce service recovery level in terms of establishing the criterion of service recovery and cultivating consumer brand attachment has been proposed.