Abstract

With the development of internet，e-commerce has been rapid development，and B2C market growth is the most rapid and will continue to become the main driving force of the internet shopping industry.But the new problems arise along with the rapid growth of B2C，such as user account is seriously decreased，conversion rate is generally low，new user conversion cost is rising year by year and the user repurchase rate is gradually decreased.

The online reviews of B2C website has become an important source of information for consumers to obtain product information.Most consumers will first refer to the online reviews，and the negative reviews will be easily spread when consumers suffered a failure service.Most information shows that consumers pay more attention to the negative reviews，and think that negative reviews have the higher authenticity and reference value.The service recovery of negative reviews is not only able to eliminate these negative emotions of consumers，change the attitude of consumers，regain the trust of consumers，and make the consumers become loyal customers of website，but also provide more information of the quality and service for the potential consumers，eliminate the perceived risk of potential consumers，increase the initial trust of potential consumers in the business，and lead to the first purchase of potential consumers.

In the field of service recovery，scholars have done a comprehensive research，which mainly involves the connotation of service recovery，service recovery methods and dimensions，service recovery measures，service recovery procedures，the effect of service recovery and so on，and which proves and explains the relationship between customer satisfactions，customer loyalty and repurchase intention.In the past research，the main service provider of the service recovery is the retailers.However，with the rapid development of e-commerce，in the B2C environment，the main service provider of the service recovery is not only retailers but also manufacturers.But unfortunately，the research of the difference effect of the purchase intention of consumers for the different service providers of the service recovery is very lack.In addition，the research is mainly focused on the purchased consumers，such as the satisfaction，repurchase intention and so on.But in fact，the service recovery affects not only the purchased consumers but also the potential consumers，but the research for potential consumers is very rare.Based on those problems，this paper provides the following research contents and conclusions：

（1）This paper constructs a model forthe effect of the purchase intention of consumers for the service recovery of different service providers.Based on the two kinds of main service providers：retailers and manufacturers for service recovery，and considered the effect of purchased consumers and potential consumers，this paper constructs a theoretical model for the effect of the purchase intention of consumers for the service recovery of different service providers，which is based on service failure，service recovery，perceived equity theory，inconsistent expectation theory，perceived risk，TAM model and so on.And this paper also forms a system structure for the effect of the purchase intention of consumers for the service recovery of different service providers，which lays the foundation for the subsequent chapters of the empirical researches and also provides a reference for the follow-up study.

（2）Based on the simulation scenario experiment method，for search product and experience product，this paper researches on the effect of the purchase intention of potential consumers for the service recovery of different service providers.According to the actual situation，a simulation scenario experiment is designed，through the reference review to design variables measuring tool，through the simulation experiment to collect relevant data and analysis.The experiment results show that the different service providers have significantly different effect on the perceived usefulness，perceived ease of use，perceived risk，initial trust，product attitude and purchase intention of potential consumers.Based on the experiment results，this paper suggests that for search product and experience product，although the effect is different on several variables，but overall，for failure service caused by product factors，the service recovery of manufacturers has a greater effect than the retailers on the first purchase intention of the potential consumers，and the service recovery of manufacturers and retailers have a greater effect than the only manufacturers on the first purchase intention of the potential consumers；for failure service caused by service factor，the service recovery should be carried out by the retailers.

（3）Based on the simulation scenario experiment method，for search product and experience product，this paper researches on the effect of the purchase intention of purchased consumers for the service recovery of different service providers.According to the actual situation，a simulation scenario experiment is designed，through the reference review to design variables measuring tool，through the simulation experiment to collect relevant data and analysis.The experiment results show that the different service providers have significantly different effect on the perceived equity，inconsistent expectation，continuous trust，satisfaction and repurchase intention of purchased consumers.Based on the experiment results，this paper suggests that for experience product，the service recovery of manufacturers and retailers have a greater effect than the single service provider on the perceived equity，inconsistent expectation，continuous trust，satisfaction and repurchase intention of the purchased consumers，and the difference of the effect of only manufacturers or only retailers is not significant；for search product，the service recovery of manufacturers and retailers have a greater effect than the single service provider on the perceived equity，inconsistent expectation，continuous trust，satisfaction，repurchase intention of the purchased consumers，and the service recovery of manufacturers has a greater effect than the retailers on the fair perception of the purchased consumers；for failure service caused by service factor，for search product and experience product，the service recovery of retailers has a greater effect than the manufacturers on the perceived equity of three dimensions，inconsistent expectation，continuous trust and repurchase intention of the purchased consumers.

（4）Based on the analysis of structural equation model，for the potential consumers，perceived usefulness and perceived ease of use are significantly positively related with initial trust and product attitude，perceived risk is significantly negatively related with initial trust and product attitude，initial trust and product attitude are significantly positively related with the first purchase intention，perceived usefulness，perceived ease of use，and perceived risk are not related with the first purchase intention.

（5）Based on the analysis of structural equation model，for the purchased consumers，result equity，procedural equity and interactive equity are significantly positively related with continuous trust and satisfaction，inconsistent expectation is significantly positively related with continuous trust and satisfaction，continuous trust and satisfaction are significantly positively related with repurchase intention.

（6）This paper researches on the behavior habits of online shopping consumers on the online reviews.In the past，the research is only based on the traditional linear regression model analysis for the factors of online reviews，but the factors and the perceived usefulness of consumers are not necessarily linear，and the neural network is better than the regression model to deal with the nonlinear relationship of data.Therefore，this paper researches on the perceived usefulness of consumers on the online reviews based on the traditional linear regression model and neural network model，and gets the conclusion that the emotional tendency of the reviews have an important effect on the perceived usefulness of consumers；and different with the past empirical researches，this paper develops a simulation platform to collect the data of online shopping behavior for consumer.The research of the collected data shows that the consumers pay more attention to the negative reviews.In order to avoid the negative effect for consumers on negative reviews，companies should timely do the service recovery for the negative reviews.

This paper fills the shortage of the existing researches in the field of service recovery，and extends the existing researches of service recovery.The main contributions and innovations are as follows：

（1）This paper constructs a model forthe effect of the purchase intention of consumers for the service recovery of different service providers.In the past research，the main service provider of the service recovery is the retailers.However，with the rapid development of e-commerce，in the B2C environment，the main service provider of the service recovery is not only retailers but also manufacturers.But unfortunately，the research of the difference effect of the purchase intention of consumers for the different service providers of the service recovery is very lack.This paper constructs a model forthe effect of the purchase intention of consumers for the service recovery of different service providers，and verifies the difference effect of the purchase intention of consumers for the different service providers of the service recovery，and fills the shortage of the single service provider of service recovery researches，and also expands the service recovery researches in the network shopping environment.

（2）This paper researches separately on the effect of potential consumers and purchased consumers for the different service providers of the service recovery.In the past，the researches of service recovery is mainly for purchased consumers on satisfaction，repurchase intention and so on，and is lack for potential consumers of shopping sites.And in fact，in the B2C website the service recovery of negative reviews affects both purchased consumers and potential consumers，but the research in this field is very lack.

（3）This paper researches on the difference effect for the different types of produces of service recovery.Based on the classification method of Nelson （1970），the product is classified as search product and experience product.But the existing researches of service recovery only focus on the single type product，and there are no researches to analysis of the measure and effect of service recovery for different types of products.Therefore，this paper researches on the difference effect for the different types of produces of service recovery.

（4）This paper researches on the staged effect of consumers trust.According to the life cycle of trust，trust can be classified as initial trust and continuous trust.After the collection and evaluation of information，the potential consumers of the B2C website will form the initial trust of products and websites，and then form the first purchase intention.If consumers have the failure service in the purchase of products or services，after the service recovery of providers，the regain trust of consumer is called continuous trust.Continuous trust can lead to the repurchase intention of consumers，but the existing researches only consider the single trust of consumers，and don't consider the staged effect of the consumers trust.According to the life cycle of trust，this paper classifies trust as initial trust and continuous trust，and constructs a staged model of consumers trust and measurement tool，and carries out separately the empirical researches，and has a certain innovation on the research of consumers trust.

In addition，the research results of this paper can be applied to the B2C companies on the service recovery of negative comments，and conduct companies to use different service providers to deal with different failure services in service recovery，and have a certain guiding role to increase new consumers，reduce the loss of consumers，increase the repurchase intention and so on，and help B2C companies to maintain their advantages in the competition and to achieve greater profit.The research results of this paper have some practical significance.