近年来，随着信息技术的快速发展，以及互联网技术的普及，网购呈现出一 种“井喷”之势。与传统的线下购物相比，网购存在诸多不确定因素，消费者既 不能接触到商品实物、感受到实体空间，也无法与商家进行面对面的沟通与交流， 较容易发生服务失误以及消费者不满现象。现实中，网购存在的服务失误较多， 导致消费者对电商提供的广告宣传、商品质量、售后服务等提出质疑。 本研究以服务补救理论为基础，采用文献研究法、专家访谈法、问卷调查法、 数理分析法等方法，在梳理和分析现有理论研究的基础上，基于关系品质的中介 效应，建构服务补救质量与消费者重购意向的理论模型，并根据相关理论观点提 出理论假设，然后通过对调查数据进行回归分析，检验理论假设，分析服务补救 质量对消费者重购意向的影响，从中获得相关管理启示，为电商或企业开展服务 补救、提高服务补救质量提供理论支持和实践参考，以推动电商或企业在可持续 发展中提升自身的效益空间。 研究结果显示：（1）网购服务补救质量的 6 个变量对于消费者重购意向的 影响显著；（2）网购服务补救质量的 6 个变量对于网络满意的影响显著；（3） 网购服务补救质量的 4 个变量对于网络信任的影响显著；（4）网络信任、网络 满意对消费者重购意向的影响显著。由此可见，基于关系品质的中介效应，网购 服务补救质量对于消费者重购意向呈现一种正向的显著影响。 这一研究结果启示我们，在网购情景下，应该：（1）建构预警机制，及时 提供服务补救；（2）提升补救质量，重塑消费者忠诚度；（3）：强化学习培训， 努力规避服务失误。 关键词：网购；服务补救质量；重购意向；关系品质；影响II Abstract In recent years, with the rapid development of information technology and the popularization of Internet technology , online shopping presents a "blowout" trend. Compared with the tradition al offline shopping, there are m any uncertain factors in online shopping.Consumers can neither touch the real goods, feel the physical space, nor communicate with the merchants face to face. This is more prone to service errors and consumer dissatisfaction. In recent years, there are many service errors in online shopping.This leads consumers to questi on the advertising, product quality an d after-sales service provided by e-commerce. This study is based on the theory of serv ice recovery.It uses literature research, expert interview, questionnaire survey, mathematical analysis and other m ethods,On the basis of com bing and analyzing the ex isting theoretical research,Based on the intermediary effect of relationship quality.It constructs a theoretical m odel of service recovery quality and consumers' repurchase intention，And according to the relevant theoretical point of view put forward theoretical assumptions.Then through regression analysis of the survey data, test the theore tical hypothesis, and analyze the im pact of service recovery quality on consumers' repurchase intention.It can provide theoretical support and practical reference for e-comm erce or enterprises to carry out service recovery and improve service recovery quality, so as to promote their own benefit space in sustainable development. The results show that:(1) The six dependent variables of online shopping service recovery quality have significan t influence on consum ers' repurchase intention;(2) Six dependent variables of online shopping service recovery quality have significant influence on netw ork satisfaction;(3) Four de pendent variables of online shopping service recovery quality have significant influence on online trust;(4) Network trust and network satisf action have significant influence on consum ers' repurchase intention.Therefore, based on th e intermediary effect of relationship quality, online shopping service recovery quality has a positive and significant impact on consumers' repurchase intention. The results of this study enlighten us th at in the online shopping scenario, we should:(1) Construct early warning mechanism and provide service remedy in time;(2)III Improve the quality of remedy and rebuild the loyalty of consumers;(3) Strengthen learning and training and try to avoid service mistakes. Key words: Online shopping; service recovery quality; repurchase intention; relationship quality; impact.IV 目 录 摘要 ................................................................. I Abstract ............................................................. II 1 绪论 ..................................................................1 1.1 选题背景...............................................................1 1.2 目的与意义 ............................................................2 1.2.1 研究目的 ........................................................2 1.2.2 研究意义 ........................................................2 1.3 研究内容、思路与方法................................................3 1.3.1 研究内容 .................................................3 1.3.2 研究思路 .................................................3 1.3.3 研究方法........................................................3 2 文献综述.....................................................................5 2.1 网购服务失误及其负面影响的研究......................................5 2.1.1 服务失误的内涵 ...........................................5 2.1.2 服务失误的归因 ...........................................5 2.1.3 网购服务失误的负面影响 ....................................... 6 2.2 网购服务补救质量与关系品质的研究 ...................................6 2.2.1 服务补救概述 ............................................ 6 2.2.2 网购服务补救质量的内涵与维度 .............................7 2.2.3 关系品质的内涵与维度 ......................................... 7 2.3 消费者重购意向的研究 ................................................ 8 2.3.1 消费者重购意向的内涵 .................................... 8 2.3.2 消费者重购意向的影响因素 ................................ 8 2.3.3 服务补救质量、关系品质与消费者重购意向的关系 .............. 9 3 理论假设与模型建构 ........................................................ 9 3.1 变量确定............................................................... 9 3.1.1 网购服务补救质量的确定 .................................. 9 3.1.2 关系品质的确定 ................................................ 9 3.2 理论假设.............................................................. 10 3.2.1 基于网购服务补救质量与消费者重购意向的关系 ..............10 3.2.2 基于关系品质与消费者重购意向的关系 ......................10 3.2.3 基于关系品质的中介效应 ...................................... 11 3.3 模型构建.............................................................. 11 4 问卷设计与数据收集 ....................................................... 11 4.1 问卷设计............................................................. 11 4.1.1 变量测量 ............................................... 11 4.1.2 问卷设计.......................................................12V 4.1.3 问卷的修正与净化............................................. 13 4.2 数据收集............................................................. 13 4.3 样本描述............................................................. 14 5 数据分析与假说检验 ....................................................... 15 5.1 数据质量分析 ........................................................ 16 5.1.1 样本信度分析 ............................................ 16 5.1.2 样本效度分析 ................................................. 21 5.2 相关分析 ......................................................30 5.3 回归分析............................................................. 31 5.3.1 服务补救质量对消费者重购意向影响的检验 ..................31 5.3.2 关系品质对消费者重购意向影响的检验 ......................32 5.3.3 服务补救质量对关系品质影响的检验 ........................32 5.3.4 关系品质的中介效应检验 ...................................... 33 6 结论与启示................................................................. 35 6.1 研究结论 ......................................................35 6.2 管理启示............................................................. 35 6.2.1 建构预警机制，及时提供服务补救 ..........................36 6.2.2 提升补救质量，重塑消费者忠诚度 ..........................36 6.2.3 强化学习培