Research On The Impact Of Perceived Fairness On Trust Repair In Online Shopping Context And Its Mechanism

Today,as Internet shopping behavior becomes more and more popular,the phenomenon of online shopping service loss caused by business mistakes has become more and more common.As a result,consumers are eager to get better after-sales service,and merchants are eager to make up for it in time after service failures and restore consumer trust.The academic community has carried out a lot of research around the remediation of eonsumer and merchant services and the subsequent restoration of trust.Based on the reality of China’s Internet industry development,this study incorporates consumer forgiveness as a mediator variable into the process of consumer trust repair,in order to further clarify the impact of different dimensions of perceived fairness on consumer forgiveness in online shopping context,and brand attachment to online shopping.The adjustment effect of consumer forgiveness on consumer trust repair in the context.The research is divided into three parts:The purpose of Study 1 is to verify the effect of perceived fairness on trust repair.Study 2 explores the different effects of different dimensions of perceived fairness on the level of consumer trust repair through the mediation of consumer forgiveness.The study found that perceived fairness has a significant impact on consumer forgiveness and trust repair levels.The different dimensions of perceived failness have different effects on consumer trust repair.Among them,distributive fairness and interaction fairness both positively affect the level of trust repair of consumers.Consumer forgiveness partially mediates the process of perceived fairness on trust repair.On the basis of Study 2,Study 3 added the variables of consumer brand attachment as an indicator of the quality of relationship between consumers and merchants,to explore the role of brand attachment in regulating the relationship between consumer forgiveness and level of trust repair.The study found that consumer brand attachment can significantly regulate the relationship between consumer forgiveness and the level of trust repair.Through this research,it shows that merchants can pay more attention to the farness of results and reasonable compensation to consumers,pay more attention to the interaction between pre-sales and after-sales and consumers,pay attention to the maintenance and operation of brands,and thus improve the trust and attachment level of consumers.This will help build long-term relationships between the two sides.