Page 54 - 《华中农业大学学报（社会科学版）》2020年第5期

第 ５ 期 姜 艺 等: 农产品电商服务失败对消费者重购意愿的影响机制研究 ４ ９

考虑能提高其程序公平的策略, 如建立快速的网站恢复响应机制.而对客户服务类失败应该重点关
注如何提高消费者的互动公平感, 例如道歉、 同理心等给予消费者情感补救的策略.隐私安全类服务
失败虽然对感知公平三个维度作用的强度没有差异, 但是其对感知公平的负向作用是显著的, 对这类

服务失败也要重视, 需要加强在线支付系统的安全保障, 强化客户信息保护制度.

参 考 文 献

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