The Moderate Effect of Cumulative Online Purchasing Experience in Justice Theory and Service Recovery Process.

• Main Authors: Wei-Tang Chuang, 莊偉棠
• Other Authors: Hsin-Hsin Chang
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/45260057799293472030

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 94 === In the age of the Internet, commercial activities have changed dramatically. The most interesting and significant transformation is that transaction platforms have evolved from physical to virtual forms. Although commercial channels have diversified, consumers’ basic needs never changed. While it is virtually impossible to completely avoid service failures, the ability of firms to recover after service failure is a critical factor affecting online shopping loyalty. Therefore, this study begins with consumer perception of service recovery, and adapts the justice theory to evaluate their perceptions. In addition, this paper discusses how justice theory affects the satisfaction with recovery and how future consumers’ behaviors (i.e. word-of-mouth and repurchase intention) will be affected by satisfaction with recovery. Finally, this investigation explores whether or not there are moderate effects of cumulative online purchasing experience. This study adopted confirmatory factor analysis (CFA) to confirm the reliability and validity of measurement, structural equation model (SEM) to test the correlations among all constructs, and Fisher-Z transformation to inspect the moderate effects. The results show that consumers will be satisfied when they feel the outcomes and the policy or processes of service recovery are fair in comparing with their losses, but the hypothesis of interaction justice is not supported. Meanwhile, a higher satisfaction with recovery leads to a higher positive word-of-mouth and repurchase intention. Moreover, the moderate effect of cumulative online shopping experience is still significant. Consumers with a higher frequency of online purchasing experience demonstrate a degree of satisfaction than those of the lower frequency group in response to equivalent recovery activities and have stronger word-of-mouth and repurchase intentions.