Empirical Study On The Relationship Between Community Group Purchase Service Recovery And Oral Spreading Intention

In 2016,community group purchase began to appear in the public view.It takes "group leader" at its core,radiates surrounding communities,and construct shopping platform through We Chat group chat,applets and Apps.However,it may also lead to various problem due to its non-real-time shopping method called "order online" and "pickup offline".As a result,given the current development situation of community group purchase,it is very important to study how to change customers’ wills through remediation in case of service errors.This paper takes users who use group purchase as the research object,constructs three sub-dimensions of service remediation quality(communication quality,procedural quality,and emotional quality),and a conceptual model through the influence of perceived fairness and customer emotion on repurchase intention and oral spreading intention.The initial measurement questions were designed with reference to the mature scales,the measurement scales were purified,and a total of 502 valid questionnaires were distributed and collected.SPSS23.0 was used to analyze the data of 502 questionnaires by descriptive statistics,confirmatory factors,one-way ANOVA variance,bivariate correlation,linear regression and other relevant statistical methods.The researches show that: Communication quality,procedure quality and emotional quality all positively affect perceived equality and customer emotions;Both perceived equality and customer emotion positively affect repurchase intention;Repurchase intention positively affects oral spreading intention;Loyalty can regulate the relationship between procedure quality and customer emotions;Gender can regulate the relationship between communication quality and customer emotions;Age can regulate the relationship between communication and customer emotion;The paper is innovative because it has introduced the influence of perceived equality and customer emotion on repurchase intention and oral spreading intention into community group purchase,and take customer loyalty,gender and age as regulatory variables,so as to provide targeted suggestions for the healthy and stable development of community group purchase companies in China.