Although my country's B2C e-commerce is developing rapidly, theoretical research is relatively lagging behind, and there is a lack of research on service recovery. This paper locates service recovery research in B2C e-commerce, combines the characteristics of B2C e-commerce services, and establishes a relationship model between service recovery, customer satisfaction and customer repeat purchase intention. This paper divides service recovery into four dimensions, including tangible compensation, response speed, apology and recovery initiative. By investigating the implementation status of service recovery in B2C e-commerce, it studies the impact of service recovery on customers' repeat purchase intention in B2C e-commerce environment. influence mechanism.
1. Introduction
The world has entered a new economic era in the 21st century. The rapid development of information communication networks and technology has created a borderless digital world, where products and services can be accessed almost instantly. Transactions all over the world, the new economy characterized by the Internet and e-commerce is an indisputable fact that has swept every industry in the world and restructured global wealth. At present, e-commerce has become one of the main basis for various countries in the world to formulate economic policies. . Government departments, public service agencies, telecommunications companies, banks and other financial service institutions around the world, as well as various types of enterprises and hundreds of millions of individual users, have all invested in and participated in e-commerce activities. E-commerce has become an unstoppable historical trend around the world.
With the popularization of Internet speed and the growth of the number of Internet users, the Internet economy is transitioning from "capital winter" to "capital spring". Industry mergers and investments are beginning to become active again, and they are gradually using their own business model innovations. Find new profit growth points. E-commerce models such as BtoB (Business to Business, referred to as BtoB), BtoC and CtoC (Customer to Customer, referred to as CtoC) are gradually emerging from the bubble of the Internet economy. Technology platforms are becoming increasingly convenient and user-friendly, and information and prices are more transparent. Advantages gradually emerge in competition with traditional business models. E-commerce has become an important transaction method between enterprises and between enterprises and individuals.
2. The current status of the development of BtoC e-commerce in my country
The National Bureau of Statistics International Statistics Center research team has conducted a survey and research on the current status of the development of BtoC e-commerce in my country. According to the recovered 2658 valid copies The questionnaire conducted a preliminary calculation and analysis of the overall e-commerce index across the country and 12 regions: China's overall e-commerce index in 2000 was 51.91, among which the e-commerce security index was the highest at 58.84; the e-commerce efficiency index was the lowest at 37.76; technology Unbalanced application development. According to the calculation, the following conclusions are drawn: China's BtoC e-commerce is still in its infancy, mainly as follows:
From the perspective of transaction volume, my country's BtoC e-commerce transaction amount is small and has not yet formed a scale in social commodity retail sales. , is not the mainstream of transactions; the infrastructure for carrying out BtoC e-commerce is insufficient; from the perspective of transaction content, transactions are mainly limited to books, CDs, computers and related products, information consulting services, etc., there are few traditional products, and the proportion of physical commodity transactions is low; In terms of payment methods, the main method is cash on delivery, that is, offline payment is the main method; in terms of user satisfaction, the overall evaluation is not very satisfactory with respect to infrastructure, transaction types, settlement methods, goods distribution, information level, etc.; From the perspective of policy environment, the level of satisfaction with my country's telecommunications tariffs, investment and financing, security, laws and regulations is not very high.
Domestic scholars' large-scale research on e-commerce started in 1997, mainly focusing on the role of e-commerce as a new business model in promoting traditional industries, and using e-commerce to expand the sales area of ??enterprises. Reduce transaction costs between enterprises and accelerate the informatization construction of enterprise logistics systems. However, after years of development, the current domestic e-commerce model has still not achieved the expected prosperity as Internet technology becomes increasingly mature. The development of BtoC e-commerce based on the Internet is still relatively slow.
For example, Wuhan Shopping Mall Group is the first non-local listed company in the country and the first large-scale commercial enterprise listed company in the country. So far, the company’s website only contains some basic information about the company, and does not even involve product introduction, let alone It is sold online; the Lianhua Online Shopping Center operated by Lianhua Group currently only provides delivery services to urban Shanghai and some suburban areas, and has little influence nationwide; some other large traditional commercial enterprises , You can’t even find the URL through search engines, and maybe you don’t have your own corporate website at all.
At present, this situation is gradually changing, but most websites are still unable to meet the real needs of shopping consumers. In addition to well-known websites such as Dangdang Online Bookstore and Joyo.com, which can provide relatively complete services in most areas across the country, due to constraints such as distribution, payment, delivery time and other factors, there are no e-commerce websites that can truly meet user expectations. Not many, but one special phenomenon deserves attention, that is, some BtoC websites have made consumers really feel the convenience and benefits of e-commerce in certain areas. E-commerce companies such as Beijing's Xidan E-commerce Company, Guangzhou's Dayang Bookstore, and Joyo.com all have complete online ordering and logistics distribution systems in one or several regions. Although these regional advantages do not fully reflect the characteristics of e-commerce that are not restricted by geographical areas, they indicate that regional BtoC e-commerce is a trustworthy e-commerce model.
3. Analysis of the constraints on the development of BtoC e-commerce in my country
At present, there are many domestic studies on the factors restricting the development of BtoC e-commerce. This article is based on the existing research. A certain refinement and summary, generally speaking, there are the following constraints:
1. Macro-environmental factors
China's e-commerce still lacks a clear development strategy and strong technical and economic development Policies, the market economic environment and operating environment of e-commerce are not yet perfect. In terms of hardware, network bandwidth and response speed do not yet meet the requirements of e-commerce. In terms of software, China's social credit system has not yet been fully established, and electronic payment methods are not yet complete. The logistics and distribution system is also unmatched. These software and hardware constraints have made BtoC e-commerce develop slowly. At the same time, the low level of household informatization in China has restricted the development scale of BtoC e-commerce.
2. The enterprise's own capability factors
Among domestic commercial enterprises, small and medium-sized enterprises account for the vast majority. Under the wave of information construction, enterprises rely on their own strength or size. At least some of them have carried out a certain amount of informatization construction, but due to limitations in their own capabilities, most have only completed the primary stage of electronic Internet access - enterprise electronicization, which is far away from the true sense of e-commerce. Research shows that as an important channel for consumers to learn about products, the role of websites is beyond doubt. Multi-channel shopping that combines online and offline shopping is more viable than pure online retail. Since some pure BtoC websites have no profit prospects, Therefore, many people have high expectations for the "cement plus mouse" model. However, domestic traditional commercial enterprises appear to be somewhat slow in e-commerce. At the same time, the corporate management mechanism cannot adapt to the requirements of the market economy. Some business leaders have insufficient understanding of the importance and urgency of e-commerce applications. Enterprises still lack internal motivation to adopt high technologies such as e-commerce. There is insufficient investment in human, financial and material resources, and the basic work is weak. The majority of employees have low information awareness and application level of information technology. Information technology talents, especially those who understand both information technology and industry business technology, There is an even greater shortage of compound talents.
3. Technical factors
The construction of network infrastructure is relatively slow, and the quality of the built network is still far from the requirements of e-commerce. As the core content of e-commerce, the development of information communication is also greatly restricted without the full involvement of banks and other financial institutions. Especially at present, the cross-bank and cross-regional transactions of various banks are still not well solved due to technical constraints. solution.
4. Legal factors
E-commerce laws, regulations, standards and norms are seriously lagging behind. Existing administrative regulations are no longer adapted to the development of e-commerce. Currently, there are still a lack of laws and regulations such as e-commerce contract law, intellectual property protection law, privacy protection law, and online information control. BtoC e-commerce involves a wide range of netizens and causes many disputes, causing enterprises to lack confidence in the development of BtoC e-commerce.
5. Logistics factors
The ultimate value of e-commerce lies in maximizing convenience for end consumers, and the ultimate realization of the value of "customer-centered" is reflected in logistics. However, in sharp contrast to the important role of logistics, its own management lags behind, so that it has become a "bottleneck" restricting the development of e-commerce. One of the advantages of e-commerce is that it can greatly simplify business processes and reduce enterprise operating costs. The establishment and maintenance of enterprise cost advantages under e-commerce must be guaranteed by an efficient, reasonable, and smooth logistics system. This is also what modern enterprises are competing for. The key to victory. The development of BtoC e-commerce in my country is still in a relatively difficult growth stage. In particular, the improvement of the logistics system is a problem that traditional commercial enterprises must solve to develop BtoC e-commerce.
6. Security factors
Security issues are another constraint on the development of e-commerce. Without the security of online transactions, there would be no development of e-commerce. From the first few experimental online electronic transactions to a fully mature e-commerce, there is still a lot of work to be done, and to make this business model convinced by customers and to use their hard-earned money online. Bank dispatch is not that easy. At present, security methods such as electronic signatures and certifications are not yet complete, and defects in the electronic system itself, as well as more network attacks, have brought many security problems to the development of e-commerce.
IV. Discussion on the development ideas of BtoC e-commerce in my country
Under the current e-commerce situation, if my country wants to develop BtoC e-commerce, it must be formulated based on the financial and material resources of the country and enterprises. Long-term planning, implementing BtoC e-commerce step by step and in stages, and taking the development path of BtoC e-commerce with Chinese characteristics.
1. Establish a primary system for BtoC e-commerce and accelerate the legal construction of BtoC e-commerce
The legal and administrative issues faced by commercial enterprises developing BtoC e-commerce are not the same as those faced by traditional commerce. Big difference. Under the conditions of market economy, the important functions of the government are to support, serve, promote, develop, regulate, guide and regulate. The government should strengthen policy research on e-commerce and strive to issue a series of policy documents to accelerate the legal construction of BtoC e-commerce.
2. Establish a good supporting environment and strengthen informatization construction from the perspectives of the country, enterprises and individuals
In order to promote the development of BtoC e-commerce, the government must take the lead in adopting e-commerce forms and e-commerce technology, build some demonstration projects, and at the same time develop e-government affairs to adapt to the requirements of BtoC e-commerce, improve the information awareness of the whole people, and actively support the development of BtoC e-commerce.
3. Give full play to its own advantages, proactively integrate with international standards, and encourage international cooperation in the field of BtoC e-commerce
In the face of new issues arising in the development of world economy and trade, we should carefully study Countermeasures to develop BtoC e-commerce, actively participate in international negotiations on BtoC e-commerce issues, and propose business rules that are beneficial to us. Starting from the need to improve the international competitiveness of my country's BtoC e-commerce, we should do a good job in technology and legislation as soon as possible, make use of existing domestic advantages, integrate with international standards, and promote the development of other industries.
4. Selectively carry out scientific prediction and key research activities
The development of my country's BtoC e-commerce must rely on self-reliance and digest, absorb, innovate and predict the future based on one's own actual situation. Put the entire technology industry foundation on the development of international technology, select key technologies in a targeted manner, and conduct predictions and research to the best of our ability, so that our country's information technology industry and BtoC e-commerce level will be in line with developed countries and catch up with developed countries.
5. Carry out the construction of demonstration projects in a focused manner, and promote it comprehensively
First of all, promote it in some fields and regions where the management and operation characteristics are more suitable for the strengths of BtoC e-commerce BtoC e-commerce will drive other companies and regions based on its success. Secondly, for those coastal cities with relatively developed economies, relatively high degree of informatization, and demand for BtoC e-commerce benefits, they should be encouraged to seize the opportunity to develop various forms of BtoC e-commerce and exert their demonstration effect so as to promote it to other regions. .
Thirdly, adopt the method of combining BtoC e-commerce and traditional commerce to gradually expand the proportion of e-commerce. Problems that cannot be solved by BtoC e-commerce should be solved by traditional commerce first. This can make the start and development of BtoC e-commerce easier.
6. Accelerate the infrastructure construction of BtoC e-commerce
BtoC e-commerce is based on information infrastructure. There is no complete and advanced communication infrastructure, and there is no advanced and Information equipment connected by communication infrastructure, the development of BtoC e-commerce can only be an empty talk. The level of infrastructure construction in our country is still very poor, and the quality and tariff of communication services are still obstacles to the development of e-commerce activities. Therefore, it is necessary to accelerate the construction of high-speed broadband Internet to provide a good network platform and operating environment for the development of e-commerce in my country, and to lower the threshold for consumers to conduct BtoC commerce. At the same time, powerful laws, regulations, policies and measures should also be introduced to speed up telecommunications industry development to coordinate with the development of BtoC e-commerce.
7. Cultivate professional talents in the field of BtoC e-commerce
The development of BtoC e-commerce requires the support of a large number of network technicians, network planners, e-commerce engineers and other scientific and technological talents, so it must Increase the intensity of science and technology education, accelerate the cultivation of domestic e-commerce talents, create a loose employment mechanism, improve the employment environment, and vigorously introduce outstanding talents. First of all, we should retain domestic talents and provide them with the best possible working environment and living conditions so that they can have no worries and give full play to their talents. At the same time, overseas students are encouraged to return to their country to work. If they cannot work for a long time, they can hire experts or invite lectures to increase exchanges and improve the level of domestic personnel.