摘要
农产品电商服务失败普遍存在,处理不当会严重影响农产品电商的发展。现有研究中关于农产品电商服务失败的研究有限,本文根据资源交换理论和心理账户理论构建了农产品电商服务失败的补救模型,并通过情境实验的方法对模型进行验证。结果发现,农产品电商服务失败类型与补救策略的效果存在交互作用。具体而言,有形补救对订单履行类农产品电商服务失败更有效,心理补救则对网站设计和客户服务类农产品电商服务失败更有效,而对隐私安全类农产品电商服务失败混合补救策略的效果最佳。此外,本文还发现农产品易腐性负向调节上述交互作用。本文的发现有助于理解消费者如何评估农产品电商服务失败,并为农产品电商管理者提供实践指导,便于他们在服务失败和补救工作之间建立适当的“匹配”关系。
The service failure of agricultural product e-commerce is common,and improper handling will seriously affect the development of agricultural product e-commerce.However,there are limited studies on agricultural product e-commerce service failure,based on the resource exchange theory and the mental accounting principle,this paper establishes a recovery model for the service failure of agricultural product e-commerce,and verifies the model through the method of scenario experiment.The results show that there is an interaction effect between the type of service failures of agricultural product e-commerce and the recovery strategies.Specifically,the tangible recovery strategy is more effective for the order fulfillment agricultural product e-commerce service failure,the psychological recovery is more effective for the website design and customer service,and the mixed recovery strategy is the best for the private security.In addition,this interaction effect is negatively moderated by the perishability of agricultural products.The findings contribute to the understanding of theoretical principles that explain customer evaluations of service failure of agricultural product e-commerce and provide the managers with useful guidelines for establishing the proper “fit” between a service failure and the recovery effort.
作者
姜艺
池韵佳
青平
柏忠虎
JIANG Yi;CHI Yunjia;QING Ping;BAI Zhonghu
出处
《农业技术经济》
CSSCI
北大核心
2022年第4期103-116,共14页
Journal of Agrotechnical Economics
基金
国家自然科学基金重大国际合作项目“作物营养强化对改善人口营养健康影响及评估研究”(编号:71561147001)
国家自然科学基金青年科学基金项目“人工智能产品角色对消费者产品评价的影响研究:基于角色理论视角”(编号:71902067)
中国工程院院士咨询项目“至2050年中国种植业发展战研究”(编号:2662018PY101)
中央高校基本科研业务费专项基金资助(编号:2662018QD038)。
关键词
农产品电商
服务失败
服务补救
农产品易腐性
Agricultural product e-commerce
Service failure
Service recovery
Perishability of agricultural products
