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http://dx.doi.org/10.21219/jitam.2019.26.2.041

The Relationship between Perceived Justice and Customer Attitude in an Integrated On·Offline Commerce : Focusing on the Moderation Effect of Commerce Industry Type  

Moon, Yunji (Department of Management Information Systems, Catholic University of Pusan)
Publication Information
Journal of Information Technology Applications and Management / v.26, no.2, 2019 , pp. 41-60 More about this Journal
Abstract
O2O(Online-to-Offline) commerce, a kind of multi-channel, is used in various industries such as accommodation, food and beverage, transportation, and real estate. The O2O commerce, a channel of integrating online and offline, overcomes the limitations of traditional online commerce, where a customer made a purchase decision without direct experience. Despite this advantage of O2O, if the online-offline channel is not effectively linked, customer's complaints would occur due to service failure. This study, with regard to O2O service failure circumstances, intends to investigate the effect of customer's perceived justice on their emotional response, recovery satisfaction, followed by intention to repurchase. Perceived justice in this study is composed of distributive justice, interactional justice, and procedural justice. Furthermore, this study explores the moderation effect of O2O industry types in the relationship between perceived justice and emotion. An O2O industry type is classified into accommodation, food and beverage, and transportation. A hypothesized research model was empirically tested using a structural equation model. The current study collected 433 questionnaires and the target respondents are customers who have experienced service failure in O2O commerce. The empirical results showed that O2O commerce more effectively conducts service recovery strategy and causes positive customer response by integrating online and offline channel. One of the ultimate purposes of O2O service providers is to reduce the likelihood of service failures and to recover more quickly and efficiently by linking two channels rather than using a single channel. This study suggested that the O2O channel is effective in influencing customer satisfaction and loyalty by inducing customer's positive emotions in recovering service failure.
Keywords
O2O(Online-to-Offline); Perceived Justice; Emotion; Recovery Satisfaction; Intention to Repurchase;
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