| Under the background of fierce competition in the mobile e-commerce market and the acceleration of market structure changes,the focus of mobile shopping platforms has shifted from a product-centric service model to a customer-centric service model.The real-time online customer service system has become a window for direct communication between online merchants and customers.This paper takes the customers of Tmall customer service of the mobile shopping platform as the research object.This paper attempts to explore the constituent elements of the initial online impression in the context of real-time online customer service,and its relationship with customers’ consumer sentiment and behavioral intention,so as to draw suggestions for mobile shopping platform online merchants to strengthen online customer service management and platform side to optimize the design of online customer service system.Firstly,this paper reviews the theoretical development and research status of online initial impression,customer consumption emotion and customer behavior intention through literature review and relevant theoretical overview,and explores the internal logical relationship among the three variables.In this paper,the Stimulus-Organism-Response(S-O-R)model is used as the framework to construct the theoretical model and put forward the research hypothesis.Starting from the components of online initial impression,the influencing factors of online initial impression on customers’ behavioral intention are extracted.Based on the emotional PAD model,this paper takes pleasure,arousal and control of customers’ consumption emotions as mediating variables and customer gender as moderating variables.Secondly,through interviews with experts in the field and customers who have used Tmall customer service,improve the measurement items based on the existing maturity scale,form a pretest questionnaire,and then determine the formal questionnaire through the pretest questionnaire.Finally,SPSS 22.0 and AMOS 21.0software were used to analyze the sample data to test the research hypothesis and modify the initial model.The following five main research conclusions include: 1)Under the background of real-time online customer service,online initial impression consists of 4dimensions,online image,online reputation,responsiveness and visibility.2)Both the online image of customer service and the visibility of the system are visual elements,which can positively affect the pleasure and evocation of customers’ consumption emotions,but have no significant influence on the sense of control.The online reputation of customerservice and the responsiveness of the system can positively affect the customer’s sense of pleasure,arousal and control.3)The sense of pleasure,arousal,and control of customers’ consumption emotions positively affect customers’ interaction intention.Among them,the coefficient of pleasure is the largest,followed by arousal and control.4)Using the Bootstrap test,it was found that the initial online impression had no direct positive impact on the customer interaction intention,but affected the customer interaction intention through the intermediary effect of customer consumption emotion.Further,through SOBEL test,it was found that the sense of control of customer consumption emotion had no mediating effect between online image and interactive intention,and between visibility and interactive intention.5)Gender difference of customers has a significant difference in the relationship between online initial impression and customer consumption emotion,and the influence of women is higher than that of men.Based on the test results of research hypothesis and research conclusions,this paper puts forward 3 management suggestions for online merchants and platforms of mobile shopping platforms: 1)Optimize the design of online initial impression elements by standardizing the online image of customer service,adding the online reputation feedback system of customer service,innovating the response mechanism of customer service system and optimizing the visibility of customer service system;2)Improve customers’ consumption emotional experience by creating a humanized real-time online customer service atmosphere and providing online customer service interaction experience at home;3)Accurately locate customer preferences and needs through big data analysis to improve differentiated customer service capabilities. |
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