网购服务补救中消费者宽恕对其行为意向的中介作用研究
II
摘要
网络购物的规模和用户数量的不断扩大以及产品同质化的加剧，使得网购服
务竞争日益激烈，服务失误后补救的重要性更为凸显。如何能够通过服务补救消
除消费者不满情绪和转换意愿，引导其形成长期正向行为是网络商家需要关注的
重点。虽然网络商家服务补救方式多样，但消费者当下的积极表现并不一定能够
长期保持，不满情绪仍有可能遗留并对后续行为产生不良影响。从长期来看，消
费者宽恕才是服务补救的关键，因为通过消费者宽恕而产生的消费者行为是一种
长期性行为，对网络商家未来发展更具意义。基于此，本文从消费者宽恕这一视
角出发，研究网络购物中服务补救对消费者行为意向的影响，并引入自我建构来
探究消费者个体差异在这一过程中的作用，以期弥补相关领域的不足
本研究首先回顾了服务补救、消费者宽恕、消费者行为意向和自我建构的相
关研究成果，然后基于S-O-R理论构建了理论模型，并通过对服务补救、消费者宽
恕和消费者行为意向三者关系的分析以及自我建构的调节作用分析提出了本文的研
究假设。本文采用问卷调研的形式，测量了消费者经历网购服务失误及接受服务
补救后心理和行为的变化，然后运用SPSS21.0和AMOS17.0统计软件对数据进
行了信效度检验，并使用回归分析、结构方程模型的路径分析和多群组分析等方
法对研究假设进行了检验
研究结果显示：服务补救各维度对消费者宽恕和消费者行为意向具有显著的
正向影响，消费者宽恕对于消费者行为意向具有显著的正向影响。其中，消费者
宽恕在物质补救对消费者行为意向的影响过程中起到了部分中介作用，在精神补
救对消费者行为意向的过程中起到了完全中介作用。研究还显示，本研究模型具
有跨群体适用性，对不同自我建构的群体都有很好的适配度，其中独立型自我建
构的群体在接受物质补救时能产生更多的消费者宽恕，依存型自我建构的群体在
接受精神补救时能产生更多的消费者宽恕。但是两者在服务补救对消费者行为意
向的直接影响中并未有显著差异。最后根据上述结论，本研究为线上商家提供了
有针对性的管理建议
关键词：消费者宽恕；服务补救；行为意向；自我建构；网络购物
硕士学位论文
III
Abstract
The scale of online shopping and the number of users is continuously expanding,
and the homogeneity of the products is continuously aggravating, all of that makes the
competition for online shopping services increasingly fierce. How to reduce consumer
dissatisfaction as well as the consumers’ willingness to leave, and guide the long-term
positive behavior of consumers through service recoveries is the focus for the online
merchants. Online merchants have a lot of service recoveries to make up for service
mistakes, but the positive performance of the consumer is not always lasting for a long
time, and the dissatisfaction may still be there. In the long run, consumer forgiveness
is the key to service recoveries, because consumer behavior generated by consumer
forgiveness is a long-term behavior, which is more meaningful to online merchants.
This paper studies the impact of service recoveries on consumer behavior intention
from the perspective of consumer forgiveness in the background of online shopping
services failure, and self- construction is integrated into the research model to further
explore the impact of individual consumer differences on the research, which is
expected to make up for the deficiencies in the related fields.
This study first reviews the related research results of service recoveries, consumer
forgiveness, consumer behavior intention and self-construction, and then builds a
theoretical model based on S-O-R theory, and puts forward the research hypothesis
base on the analysis of the three relations of service recoveries, consumer forgiveness
and consumer behavior intention, and the analysis of the regulatory role of self-
construction. In this paper, a questionnaire survey is conducted to measure the changes
of consumers' psychology and behavior after experiencing online shopping service
failures and service recoveries. Then SPSS21.0 and AMOS17.0 statistical software
were used to test the reliability and validity of the data, and the regression analysis,
the path analysis and multi group analysis of the structural equation model were applied
to test hypothesis.
The results show that service recoveries have a significant positive impact on
consumer forgiveness, and consumer forgiveness has a significant positive impact on
consumer behavior intention. Material recoveries are proved to have a direct significant
positive impact on consumer behavior intention, while spiritual recoveries only have
an indirect significant positive impact on consumer behavior intention through
网购服务补救中消费者宽恕对其行为意向的中介作用研究
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consumer forgiveness. The study also shows that the revised model has a cross group
applicability and a good fitness for different self-construction groups, in which the
independent self-construction groups have more consumer forgiveness when they
accept material recoveries. The dependent self-construction groups are proved to have
more consumer forgiveness when they accept spiritual recoveries. But there is no
significant difference between them in the direct effect of service recoveries on
consumer behavior intention. Finally, this study provides targeted management
recommendations for online businesses according to the above conclusions.
Key Words: Consumer forgiveness; Service recoveries; Behavioral intention;
Self -construction; Online shopping。