服务补救环境下感知公平对重购意向的影响

商业研究

服务补救环境下感知公平对重购意向的影响

张新，马良，王高山

山东财经大学管理科学与工程学院，济南 250014

收稿日期:2016-04-08 出版日期:2016-10-10
作者简介:张新（1967-），男，山东曹县人，山东财经大学管理科学与工程学院教授，博士生导师，管理学博士，研究方向：信息系统与管理、电子商务；马良（1991-），男，山东日照人，山东财经大学管理科学与工程学院研究生，研究方向：电子商务与消费者行为学；王高山（1977-），男，山东莱西人，山东财经大学管理科学与工程学院副教授，研究方向：电子商务。
基金资助:
国家社科基金重点项目，项目编号：13AGL012；国家自然科学基金项目，项目编号：71472111；教育部人文社会科学研究规划基金项目，项目编号：13YJA790153；山东省高等学校协同创新计划资助项目，项目编号：201408

The Effects of Perceived Justice on Customers Repurchase Intention under the

Context of Service Recovery

ZHANG Xin, MA Liang，WANG Gao- shan

School of Management Science and Engineering, Shandong University of Finance and Economics，

Jinan 250014, China

Received:2016-04-08 Online:2016-10-10

摘要/Abstract

摘要：

电子商务往往出现服务失败，补救就显得尤为重要。本文分析服务补救时感知公平对消费者重购意向的影响，检验情感忠诚的中介作用，以及消费者对服务补救策略感知有用性的调节作用。实证结果表明感知公平正向影响消费者重购意愿，情感忠诚在感知公平和重购意向之间起中介作用，感知有用性正向调节程序公平与情感忠诚的关系。

关键词:

">">感知公平, 情感忠诚, 感知有用性, 重购意向

Abstract:

Service failure is unavoidable under the context of e-commerce, so recovery is particularly important. This paper examines the effect of perceived justice on customer′s repurchase intention, and the mediator effect of emotional loyalty and the regulating effect of perceived usefulness are also tested under the context of service recovery. The empirical results indicate that perceived justice has positive effect on customer′s repurchase intention, meanwhile, emotional loyalty acts as a mediator role between perceived justice and customer′s repurchase intention, and perceived usefulness acts as a moderating role between procedural justice and emotional loyalty.

Key words:

perceived justice, emotional loyalty, perceived usefulness, repurchase intention

张新，马良，王高山.

服务补救环境下感知公平对重购意向的影响

[J]. 商业研究.

ZHANG Xin, MA Liang，WANG Gao- shan.

The Effects of Perceived Justice on Customers Repurchase Intention under the

Context of Service Recovery

[J]. 商业研究.

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