O crescimento do uso da internet no Brasil tem levado também ao aumento do e-commerce. Pesquisas na área de marketing demonstram que confiança e intenções de recompra são variáveis-chave nesse contexto. Entretanto, pouco se sabe sobre as principais variáveis que influenciam a recompra on-line, em especial os aspectos influenciadores da confiança. Por esse motivo, neste trabalho serão identificados fatores influenciadores da recompra e da confiança. O artigo apresenta duas surveys realizadas com consumidores on-line. No primeiro estudo, o custo-benefício e a confiança se destacaram como antecedentes da recompra. No segundo estudo, que teve como intuito aprofundar a compreensão sobre o tema confiança no ambiente virtual, a privacidade foi o fator-chave para confiar em um site, a segurança e a extensão de canal foram críticos para confiar na internet e o principal influenciador da confiança em terceiros foi a confiança na própria internet.
Purpose
E-commerce has experienced huge growth in emerging countries, but analysis of service failure/recovery for online retailers has been limited in this context. Hence, this study aims to investigate customers’ reactions to service failures in e-commerce and the influence of cultural dimensions on complaint intentions.
Design/methodology/approach
A survey was conducted with 553 customers from Brazil, India and China. A model was proposed and tested using structural equation modeling.
Findings
Results indicate that satisfaction with service recovery (SSR) increases repurchase intentions and reduces third-party complaints and negative word-of-mouth. This study also shows that the reactions of consumers to service failures in online situations are influenced by their cultural orientation (i.e. individualism, uncertainty avoidance and power distance) and contingent factors (i.e. relationship level, switching costs and the severity of the failure).
Originality/value
This study shows that the extent to which consumers from emerging countries complain after a service failure in online purchases will depend on their cultural orientation, previous experiences with the retailer, switching costs and the severity of the failure.
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