ABSTRACT

Electronic word-of-mouth (eWOM) and reputation are crucial in the online buying marketplace, because negative WOM can easily spread very quickly. Businesses are investing a lot in consolidating customer relationships in order to improve their services and eliminate negative eWOM. So far, many studies have been carried out on the issue of eWOM, with some scholars proposing the concept of Webcare to analyze how businesses operate and conduct eWOM. In fact, it is hard to provide service recovery for many online companies, because service failure cannot be made up immediately and efficiently. And there are few studies do empirically address the issue of Webcare in the online buying context.

In this vein, following “A post-acceptance of IS continuance model” originated from Expectation Confirmation Theory (ECT), this present study proposed a research model of “A post-acceptance of service recovery continuance model” in the research context of service recovery. The findings showed that “Post-acceptance of IS continuance model” can be applied into the context of service recovery with a highly explanatory power. The study confirmed the antecedent role of Webcare in the “Post-acceptance of service recovery continuance (repurchase) model”, and found that the Webcare should be employed in all of the online buying process as the trigger of service recovery sequence to satisfied consumers, instead of post remedy after the service failure.

摘要

电子口碑 (eWOM) 和声誉在在线购买市场中至关重要，因为负面口碑很容易迅速传播。企业在巩固客户关系方面投入了大量资金，以改善他们的服务并消除负面的网络口碑。迄今为止，关于网络口碑问题已经开展了许多研究，一些学者提出了Webcare的概念来分析企业如何运营和进行网络口碑。事实上，很多在线公司很难提供服务补救，因为服务故障无法立即有效地弥补。并且很少有研究从经验上解决在线购买环境中的 Webcare 问题。

本着这种精神，本研究遵循源自期望确认理论（ECT）的“接受后的服务恢复持续模型”，本研究提出了服务恢复研究背景下的“接受后的服务恢复持续模型”的研究模型。 . 研究结果表明，“接受后的 IS 持续模型”可以应用于具有高度解释力的服务恢复环境。该研究证实了 Webcare 在“接受后的服务补救持续（回购）模型”中的先行作用，并发现 Webcare 应该被用于所有在线购买过程中，作为满足消费者的服务补救序列的触发因素，而不是在服务失败后进行事后补救。