Exploring Consumers’ Coping Behaviors in Online Double Deviation Scenarios: From Power Perspective

摘要: Service recovery is a critical moment of truth in retaining customers and reinforcing customer relationships, has been considered as an “Achilles' heel” online marketplaces. Poor service recoveries exacerbate the negative effects failure, producing “double deviation” effect. The double deviation effect may arise from seller’s power misuse then dissolve buyer-seller relationship (e.g., violate consumer psychological contract), elicit emotions which lead to coping behaviors. This study links theories contract violation (PCV), emotion, perspective investigate scenario auction Two moderators (perceived perceived empowerment) are our proposed model. Data collected 181 consumers one website provide support for results shed light on what constitutes determinants judgments while facing how react cope with it Implications limitations discussed.