CAJ | 학술논문

在网络购物环境下，根据感知公平理论、认知评价理论、情感控制理论和后悔理论，本文提出了一个关系质量作为调节变量的服务补救情境下的“感知公平一情绪反应（后悔）一行为意向”的概念模型。采用情景模拟法，选取学生为调查对象，验证了感知公平三维度对在线消费者后悔有显著的负向影响，进而显著影响服务补救后的行为意向。但是，关系质量对后悔与行为意向的关系没有显著的调节作用。
재망락구물배경하，근거감지공평이론、인지평개이론、정감공제이론화후회이론，본문제출료일개관계질량작위조절변량적복무보구정경하적“감지공평일정서반응（후회）일행위의향”적개념모형。채용정경모의법，선취학생위조사대상，험증료감지공평삼유도대재선소비자후회유현저적부향영향，진이현저영향복무보구후적행위의향。단시，관계질량대후회여행위의향적관계몰유현저적조절작용。
Although there are some literatures which studied the relationships of the oit-hne service recovery, the consumer moods （positive or negative）, and the behavioral intentions, the few literatures analyze the relationship among the service recovery, online consumer regret and behavioral intentions in the network shopping. According to the justice theory, consumers tend to evaluate the process of service recovery from three-dimen- sion perception justice, namely distribution justice, procedure justice and interactive justice. According to cognitive evaluation theory and emotional control theory, the mood is the psychological reaction or psychological state＇s self- adjustment after evaluating a particular consumer experience（ such as the service recovery）, including positive and negative emotions. According to the regret theory, the regret is a special kind of negative emotion, and has an effec- tive influence on consumers＇ behavior intentions. According to the related literature of relationship quality, the rela- tionship quality has some strong regulation effects between attitude and behavior. Therefore, this paper puts forward a conceptual model, in which relationship quality moderates the relationship of ＂perception justice-emotional respon- ses（regret）-behavior intention＂ under service recovery situation. Scholars adopt generally the scenario simulation method for service failure and service recovery, so this paper also verifies the proposed hypotheses by the scenario simulation method. Adopts the experimental design of 2 （ high distribution justice, low distribution justice） x 2 （ high procedure justice, low procedure justice） x 2 （ high interactive justice,low interactive justice）, and simulates the eight scenes of service recovery by the university students＇ net- work shopping experience as research samples. This survey is carried out in the Tianjin＇s three universities. Every service recovery scene contains 45 questionnaires, so there is a total of 360 questionnaires. 292 questionnaires are received ,34 questionnaires are eliminated, so 258 questionnaires are valid. By variance analysis and multi-layer lin- ear regression analysis ,the relationship of perception justice of service recovery, on-line consumer regret ,behavioral intentions, and relationship quality is examined in the network shopping. The conclusion is： the higher the three-di- mension perception justices is, the lower the online consumer feel regret after service recovery, but the interaction effect between two and three has no significant influence on online consumer regret; in the service recovery, the higher online consumer feel regret, they are more likely to reduce their repeat purchase intention and positive word- of-mouth ; the relationship quality can＇t adjust the relationship of online consumer regret and positive behavior inten- tions after service recovery. The above research conclusions have the strong practical meaning for online shops. First of all, in the network shopping, once the service failures appear, online shops need comprehensively increase the ｜eve1 of perception jus- tice from distribution justice （ such as discount, refund, etc. ）, procedure justice （ such as timely response, process flexible, etc. ）, and interactive justice（ such as polite, explain, apologize, etc. ）so that try to reduce the online con- sumer regret and the negative effect on positive behavior intentions （repeat purchase intention and positive word-of- mouth）. Besides,although old customers have higher repeat purchase intentions and positive word-of-mouth, don＇t mistake that they must be able to understand and considerate service failure or improper service recovery. As long as the service failure or improper service recovery appear, the emotion of regret will be appear, and then reduce repeat purchase intentions and positive word-of-mouth. Finally, considering that regret has a significant negative influence on behavioral intentions, online shops need make the insight into whether there is the regret or not in the consuming process. Whether because the shops itself（ such as service failure and improper service recovery）or the consumers＇ own problems（ such as the counterfactual thinking） ,the online shops have to do everything to reduce their emotion of regret.