Effect of consumer perceived justice, electronic word of mouth and repurchase intention on service recovery of online pricing error - Using psychological distance and brand image as moderating variables.

• Main Authors: Jui-Ying Cheng, 鄭瑞瑩
• Other Authors: Yuan-shuh Lii
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/60607662821639551624

碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 100 === Online shopping is classified as Wholesale and Retail Sale Trade in Standard Industrial Classification of the Republic of China. This classification recognizes online shopping as a sort of official shopping modes. Also being classified as Service Trade, online shopping inevitably contains the incidence of errors. With the regular price error incidents of online shopping in recent years, the error compensation systems from enterprises have caused different customer reactions. It is crucial for enterprises to make proper compensation after errors. Once the customers are trustful and satisfied, they are more likely to have repurchase intention and propagate the online public praise of the enterprises for attracting more potential customers. This study aims to discuss the differences of perceived justice to customers under various contexts. To understand customer perception, 8 contexts were created out of the basis of several factors: the degree of psychological distance (Acer, the national brand and Apple, the international brand), different compensation modes (discounts and cash) and product prices (expensive and cheap). Also, the brand images from customers were controlled. There are two parts of this study: the influence of the contexts on customers and the influence of customer satisfaction and customer trust on repurchase intention and the online public praise of the enterprises. The questionnaires were designed on the basis of situation simulation. For the first part of the study, we used SPSS 20.0 to run the ANCOVA out of the reasons that the independent variables are 8 contexts (type date), the dependent variables (measuring data) are continuous items, and the interfering factors are controlled by the control variables. As to the second part, we applied AMOS16.0 to run the SEM analysis for judging whether our hypotheses are valid. The results show that: 1. The level of product prices does influence the perceived justice of customers after online price errors. 2. The sorts of compensation (cash or discounts) will not affect the perceived justice of customers during the remedy process after online price errors. 3. Even by combining the level of product prices with different sort of compensation (cash or discounts) after online price errors, it will not affect the perceived justice of customers during the remedy process after online price errors. 4. By combining the degree of psychological distance with the level product prices or different sort of compensation (cash or discounts) after online price errors, it will affect the perceived justice of customers during the remedy process after online price errors. 5. The perceived justice of customers has positive influence on customer satisfaction and customer trust after online price errors and the following remedy process. 6. The customer satisfaction has no influence on repurchase intention but positive influence on online public praise after online price errors and the following remedy process. 7. The customer trust has significant positive influence on both repurchase intention and online public praise after online price errors and the following remedy process.