Research on the impact of consumer forgiveness on consumer continuous trust

AbstractOnline shopping has become an important part of people's life, but the current academic circles still lack attention to online shopping service recovery. Based on the online shopping service recovery scenario, this study takes the scenario experiment as the research method, discusses the influence mechanism of consumer continuous trust from the perspective of compensation and consumer forgiveness, and tests the moderating effect of online store reputation. Through empirical research, this paper obtains the following research findings: Both utilitarian compensation and spiritual compensation have a positive impact on consumer forgiveness, but spiritual compensation has a greater positive impact on consumer forgiveness; consumer forgiveness has a positive impact on consumer continuous trust, and consumer forgiveness plays a mediating effect between utilitarian compensation, spiritual compensation and consumer continuous trust; online store reputation plays a positive moderating effect in the impact of consumer forgiveness on consumer continuous trust. The research results of this paper are conducive to deepen the research on the relationship between compensation methods and consumer forgiveness, better explain the role of consumer forgiveness, consumer continuous trust and online store reputation in the impact mechanism of online shopping service recovery, and promote the healthy development of online shopping business model.Keywords: Online shoppingservice recoveryconsumer continuous trustcompensation methodconsumer forgiveness Disclosure statementNo potential conflict of interest was reported by the author(s).Data availability statementAll data generated or analyzed during this study are included in this published article.Ethical statementIn the research process of this paper, there is no ethical issues, no moral disputes, after the review of the academic department of Guilin University of technology.Informed consentI understand the regulations of the magazine. If my paper can be published, the data and information of my paper will be open to the public.Additional informationFundingThis work was supported by Guangxi Natural Science Foundation [grant number 2021GXNSFAA220066]; National Natural Science Foundation of China [grant number 71962005]; The project of improving the basic scientific research ability of young and middle-aged teachers in Guangxi Universities [grant number 2019KY0304].