Study On The Influence Of Online Shopping Failure Responsibility Attribution On Post-purchase Behavior Under Different Return Service Remedies

Nowadays,online shopping has broken the trading limitations of time and space and has become the mainstream shopping method.Behind this,consumers have problems with transaction information asymmetry in the online shopping process,which leads to the phenomenon of online shopping failures.In the face of online shopping failure,consumers will first look for the cause of failure and attribute attribution.The result of attribution will have different effects on consumers' post-purchase emotions and behaviors.In order to regain consumer satisfaction and save consumers to make purchases again,more and more ecommerce platforms and merchants have begun to implement a variety of service remediation policies.However,research on the relationship between responsibility attribution and consumer post-purchase behavior has been insufficient,especially in the context of return service remediation scenarios.Therefore,this paper innovatively introduces the return service remedy into the discussion of consumers' post-purchase behavior under the failure of online shopping,and studies the impact of responsibility attribution on post-purchase satisfaction and postpurchase behavior under different return service remediation situations.The research enriches the related research on post-purchase behavior under the online shopping failure scenario,and has important guiding significance for the merchants to understand the psychology and behavior of consumers after the online shopping failure and to formulate the return service remediation strategy.On the basis of summarizing the previous researches on post-purchase behavior,responsibility attribution,customer satisfaction,service remediation,etc.,this paper combines the research background and problems,determines the research content,and uses the experimental research method to analyze the online shopping failure scenario.Responsibility attribution,return service remediation impact on consumer after-sales satisfaction and postpurchase behavior.The results show that:(1)After the failure of online shopping,different attribution of responsibility has a significant impact on post-purchase behavior,and there are significant differences.Self-responsibility has less influence on the behavior of positive post-purchase behavior and negative post-purchase behavior,while the merchant responsibility will significantly reduce the consumer's positive post-purchase behavior and enhance the negative post-purchase behavior;(2)Post-purchase satisfaction plays a mediating role in the impact of liability attribution on post-purchase behavior;(3)There are significant differences in the impact of different return service remediation on post-purchase satisfaction,and the more compensation for return service reimbursement to consumers' return cost expenditure,the higher the post-purchase satisfaction;(4)The return service remediation section adjusts the impact of responsibility attribution on post-purchase satisfaction.