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The Effect of Service Guarantees on Online Customers' Purchase Intention

机译：服务保证对在线客户购买意愿的影响

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摘要

With the rapid development of the Internet and e-commerce, the Internet has become an important channel for consumers to purchase goods.Because online shopping has characteristics of virtual and remote presence, consumers take greater psychological risks while they purchase online and they will make more cautious purchasing decisions.So they build their confidence and reduce the perceived risks only through searching more service information and choosing those online stores with service guarantees.Based on domestic and international reviews of service guarantee, price and purchase intention, this paper researched the effect of service guarantee strength and process of invoking service guarantee on online consumers' purchase intention as well as the moderating effect of price on these relationships combing with the actual situation of China's online shopping market.The results show that service guarantee strength has a significant positive effect on online consumers' purchase intention.Process of invoking service guarantee has a significant negative effect on online consumers' purchase intention.Price significantly moderates the effect of process of invoking service guarantees on online consumers' purchase intention.Results of this study provide some theoretical guidance for businesses to implement effective service guarantees.
机译：随着互联网和电子商务的飞速发展，互联网已成为消费者购买商品的重要渠道。由于网上购物具有虚拟和远程存在的特点，消费者在网上购物时会承受更大的心理风险，并且会增加因此，只有通过搜索更多服务信息并选择具有服务保证的在线商店，他们才能建立信心并降低感知风险。基于国内外对服务保证，价格和购买意向的评论，本文研究了购买的效果。服务担保强度，服务担保对网络消费者购买意愿的调用过程以及价格对这些关系的调节作用，结合中国网络购物市场的实际情况，结果表明，服务担保强度对网络消费者的购买意愿具有显着的正向影响。在线消费者的购买意愿。服务担保过程对在线消费者的购买意愿有显着的负面影响。价格显着降低了服务担保过程对在线消费者的购买意愿的影响。研究结果为企业实施有效的服务担保提供了理论指导。 。

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