分类号：C93 密级：公开
学校代码：11065 学号：2019020355
学术硕士学位论文
（统招全日制）
网购情境下服务失误事件对负面口碑传播的影响研究
——消费者宽恕意愿的中介作用
作者姓名 李慧翠
指导教师 全冬梅
学科企业管理
培养单位 商学院
答辩日期 2022 年 6 月 1 日 摘要
近年来，互联网的飞速发展不断地改变着人们的生活方式。随着网络的普及化，
电子商务的应用也日趋成熟，使得线上消费模式不断兴起，网络购物不断深入消费者
生活中。然而，硬币皆有两面，虽然网络购物给我们提供了诸多便捷的服务，但它的
快速发展也给企业带来了更多的服务失误挑战。网购消费体验差、实物与图片不一致、
企业服务态度差、产品质量缺陷等线上服务失误问题层出不穷，引发了一系列线上消
费争议。由于与线下购物相比，网络购物具有虚拟性、远距离性等特点，导致消费者
期望落差出现的频率更高，网购服务失误几乎无法避免。如果对其视而不见，将会扩
大消费者的不满情绪，进一步增加负面口碑传播，并严重影响企业的利润。因此，如
何在服务失误出现后减少负面口碑传播是商家竞争的重要的关注点。
通过梳理相关文献发现，以往学者对于负面口碑传播的前因变量研究较少，主要
分为个体因素与社会因素两类，其中，服务失误作为重要的社会因素，其研究价值较
大。而以往对于服务失误内涵主要从消费者主观感知的角度进行界定，鲜有学者将其
作为一种客观负面事件并采用实证研究法从事件的空间起源、强度和时间因素三个方
面探究其对消费者负面口碑传播的影响机制，而且缺乏一定的理论整合。因此，本文
在网络购物情境下，基于事件系统理论与刺激－机体－行为反应（S-O-R）理论，以服
务失误事件（归责性、严重性和持续性）作为自变量，消费者宽恕意愿作为中介变量，
负面口碑传播作为因变量，构建本文的研究模型，探讨服务失误事件（S）会对消费者
的心理即消费者宽恕意愿（O）产生何种影响，进而影响负面口碑传播（R）。
通过对377 名消费者进行问卷调查，然后利用数据处理软件对数据进行分析后得
出以下结论：归责性、严重性和持续性负向影响消费者宽恕意愿；消费者宽恕意愿在
归责性、严重性和持续性对负面口碑传播的影响路径中发挥着中介效应。研究成果拓
展了服务失误与负面口碑传播的研究领域，能够帮助企业掌握线上服务失误情境下消
费者的心理活动，引导企业采取正确的补救措施，降低消费者的负面口碑传播。
关键词：服务失误事件；消费者宽恕意愿；负面口碑传播；事件系统理论；
S-O-R 理论Abstract
In recent years, the rapid development of the Internet has continuously changed people;s
way of life. With the popularization of the network, the application of e-commerce is also
becoming more and more mature, which makes the online consumption model constantly
rising, and the online shopping is going deeper and deeper into consumers; lives. However,
every coin has two sides. Although online shopping has provided us many convenient
services, its rapid development has also brought more service failure challenges to
enterprises. Problems of online service failures such as poor online shopping experience,
inconsistency between real objects and pictures, poor service attitude of enterprises, and
product quality defects emerge one after another, causing many online consumption disputes.
Compared with offline shopping, online shopping has the characteristics of virtual and
long-distance, which leads to a higher probability of consumer expectation gap, and online
shopping service failures are almost unavoidable. Turning a blind eye to it can amplify
consumer discontent, further increase negative word of mouth and seriously hurt corporate
profits. Therefore, how to reduce negative word-of-mouth communication after service
failures is an important concern of business competition.
By combing the relevant literature, it is found that previous scholars have less research
on the antecedent variables of negative word-of-mouth communication, which are mainly
divided into individual factors and social factors. Among them, service failure, as an
important social factor, has great research value. In the past, the connotation of service
failure was mainly defined from the perspective of consumers; subjective perception. Few
scholars took it as an objective negative event and used empirical research method to explore
its impact mechanism on consumers; negative word-of-mouth from three aspects: event
spatial origin, intensity and time factors, and lacked certain theoretical integration. Therefore,
in the context of online shopping, based on the event system theory and the
Stimulus-Organism-Response (S-O-R) theory, this paper takes service failure events
(attribution, severity, and duration) as independent variables, and consumers; forgiveness
willingness as the mediating variable, negative word-of-mouth communication as the
dependent variable, constructs the research model of this paper. Discuss what impact the
service failure events (S) will have on the consumers; psychology, that is, the consumers;
forgiveness willingness (O), which in turn affects the negative word-of-mouth
communication (R).
Through the questionnaire survey of 377 consumers, and then using data processing
software to analyze the data, the following conclusions are obtained: attribution, severity andduration have a significant negative impact on consumers; willingness to forgive; consumers;
willingness to forgive plays a significant mediating role in the influence path of attribution,
severity and persistence on negative word-of-mouth communication. The research results
expand the research field of service failures and negative word-of-mouth communication,
which can help enterprises grasp the psychological activities of consumers in the context of
online service failures, guide enterprises to take correct remedial measures, and reduce the
negative word-of-mouth communication of consumers.
Key words: service failure event; consumers; forgiveness willingness; negative
word-of-mouth communication; event system theory; S-O-R theory 目录
第一章 绪论 .............1
第一节 研究背景 ............ 1
第二节 研究目的和意义 ...... 2
一、研究目的............2
二、研究意义............2
第三节 国内外研究现状 ...... 3
一、服务失误研究现状 ...........3
二、消费者宽恕意愿研究现状 .....5
三、负面口碑传播研究现状.......7
四、国内外研究述评......8
第四节 研究内容和方法 ...... 9
一、研究内容............9
二、研究方法...........11
第五节 研究的创新之处 ............ 11
第二章 理论基础与概念界定............12
第一节 理论基础 ........... 12
一、事件系统理论 .......12
二、S-O-R 理论......... 15
第二节 概念界定 ........... 16
一、服务失误的概念界定 ........16
二、消费者宽恕意愿的概念界定 .........19
三、负面口碑传播的概念界定 ...........20
第三章 研究假设与研究模型............22
第一节 研究假设 ........... 22
一、服务失误事件的归责性与消费者宽恕意愿的关系 .....22
二、服务失误事件的严重性与消费者宽恕意愿的关系 .....22
三、服务失误事件的持续性与消费者宽恕意愿的关系 .....23
四、消费者宽恕意愿与负面口碑传播的关系 ......23
五、消费者宽恕意愿的中介作用 .........24
第二节 研究模型 ........... 25
第四章 调查设计 ........26
第一节 研究变量的操作性定义与测量 ....... 26
一、研究变量的操作性定义......26