Since its emergence in 2010, the online-to-offline (O2O) model – in which consumers are attracted by online marketing from online platforms to offline physical stores – has not only experienced rapid growth, but also significantly changed the consumption methods of Chinese consumers. Starting from the phenomenon of negative online comments in this model, the dissertation explored the impact of service recovery in response to negative online comments on consumers’ behavioral intentions.
This study adopted such methods as literature review, simulated scenario experiment, questionnaire survey, interview, and empirical analysis of statistical data, and conducted descriptive analysis, factor analysis, correlation analysis, and regression analysis with the help of the SPSS analytics software.
This dissertation adopted two-model research. The research under Model A found that: service recovery in response to negative online comments can effectively enhance consumer purchase intention and positive message re-dissemination intention, and this is achieved mainly through the mediating mechanism of boosting consumer trust and partially through the mediating mechanism of reducing consumer-perceived risk; consumers’ product involvement and online involvement can play the moderating effects, respectively. By analyzing various service recovery actions and strategies, the research under Model B found that: compared with using the explanation, apology, and compensation dimensions individually, service recovery strategies integrating these three dimensions are most effective in enhancing consumer purchase intention and positive message re-dissemination intention.
This study was conducted based on the current state of China’s O2O market which has its limitations; as time passes, the dynamic evolution of this model will bring about new changes, which will require continual follow-up study. This dissertation filled a gap in academic study, namely, consumer behavioral intentions in the O2O scenario.
The findings and conclusions of this dissertation can serve as guidance for merchants to perform effective service recovery in response to negative online comments and thereby enhance consumers’ purchase intention and re-dissemination intention.
The innovations of this dissertation are: first, the environment studied is a brand-new field characteristic of the times; second, the subject of the study is new – the research on service recovery in response to negative comments is not focused on people who post negative comments, but rather on recovery aimed at other consumers, which is very important for this Internet era.
O2O Model, Online Comments, Service Recovery, Behavioral Intention, Involvement