Purpose The research framework of this study is based on tri-component attitude model (cognition-affect-conation) which explores consumers’ positive or negative emotions, as well as various types of thoughts and actions, triggered by their perceived justice in the context of service failure. This study aims to probe the possible mediating and moderating effects caused by the process where consumers form their thoughts and actions. Design/methodology/approach This study conducts a survey to consumers after restaurant dining. This study collects data from 262 respondents and analyzes the data with the structural equation modeling. Findings The results indicate that perceived justice has significant effect on empathy, anger, positive word-of-mouth, repurchase intention and revenge. Empathy has a significant and positive effect on positive word-of-mouth. Anger has significant and positive effects on revenge and avoidance. Empathy is a mediator between perceived justice and positive word-of-mouth. Blame attribution and service failure severity are the moderators in the relationship between perceived justice and empathy/anger. Research limitations/implications Consumers might have experienced the scenarios described in the questionnaire and their responses might be based on recall of their previous dining experiences in other restaurants, thereby resulting in a time lapse problem and affecting the conclusions of this study. Practical implications It is not adequate to gain consumers’ choices just demonstrate favorable customer perceived justice and empathy in today’s industrial highly competitiveness because blame attribution and perception of service failure severity result in different positive and negative emotions and behavioral intentions. Therefore, food and beverage industry must have a various recovery approaches to recover service failure and create a more appealing relationship with consumers. Originality/value This study investigates the relationships among perceived justice, emotions and behavioral intentions which are seldom discussed in the past studies. In addition, this study investigates the mediating effect of empathy in the relationship between perceived justice and positive word-of-mouth. The results of this study indicate that blame attribution and service failure severity are the moderators between perceived justice and emotions (empathy/anger). The mediator of empathy and the moderators of blame attribution and service failure severity can enhance the research gap in the context of service recovery for the tri-component attitude model.

Purpose The purpose of this paper is to investigate the relationship between e-buyers and e-sellers in the context of the Chinese culture. It examines the relationships among swift guanxi, trust, uncertainty, and repurchase intentions. This study probes the possible mediation effects caused by the process where consumers form their thoughts and actions. Design/methodology/approach This study developed a theoretical model to examine how swift guanxi, trust, and uncertainty influence repurchase intentions of online auction consumers. The mediation effects of trust and uncertainty were also examined. This study gathered 455 valid samples and analyzed data by applying a structural equation modeling. Findings The results confirm that swift guanxi has significant and positive effects on trust and repurchase intentions, but swift guanxi has a significant and negative effect on uncertainty. In addition, trust has a significant and positive effect on repurchase intentions. On the other hand, uncertainty has a significant and negative effect on repurchase intentions. Finally, both trust and uncertainty have partial mediation effects between swift guanxi and repurchase intention. Research limitations/implications The findings extend the current state of knowledge about the relationships among swift guanxi, trust, uncertainty, and repurchase intentions, as well as reveal the psychological mechanism of the effects of trust and uncertainty on repurchase intentions. Practical implications The findings provide a deeper understanding of the effect of customers’ swift guanxi on repurchase intentions under different perspectives of the double-edged sword of trust and uncertainty in Yahoo! Online auction. Originality/value This study decomposes the constructs of swift guanxi, trust, and uncertainty into various dimensions and investigates the relationships between these dimensions and repurchase intentions. It has not been done in this way previously. The results contribute to the understanding of online auction customers’ behaviors.

Within the consumer behaviour literature, there has been little research on factors that influence customers' choices for organic foods. This study investigates three aspects of the Taiwanese organic food market. The first aspect considers how argument quality, source credibility, and social comparison affect consumer‐social venture identification. The second aspect examines how identity attractiveness, social media engagement, and self‐determination affect personal relevance. The third and final aspect investigates how consumer‐social venture identification and personal relevance influence customer citizenship behaviour. The results show that consumer‐social venture identification and personal relevance have significant and positive effects on customer citizenship behaviour. Furthermore, argument quality, source credibility, and social comparison all have significant and positive effects on consumer‐social venture identification. Finally, identity attractiveness, social media engagement, and self‐determination have significant and positive effects on personal relevance. This study makes three contributions regarding consumers' behaviour of purchasing organic foods. First, it explores whether consumer‐social venture identification and personal relevance are antecedents of customer citizenship behaviour. Second, it investigates whether argument quality, source credibility, and social comparison are antecedents of consumer‐social venture identification. Last, it examines whether identity attractiveness, social media engagement, and self‐determination are antecedents of personal relevance. The practical implications of this study indicate that firms must pay more attention to consumers' information search/sharing and perceptions of a credible environment for sharing information and their awareness about healthy items and personal images on social networking sites.

Purpose This paper aims to explore the impact of corporate social responsibility and hypocrisy on the relationship among psychological contract violation, trust and perceived betrayal. Design/methodology/approach This study used purposive sampling and selected students in Taiwan as the research participants. The theory of psychological contract violation and consumer awareness process in violation hypocrisy on psychological contract violation were used to investigate the effect of its impact on trust and perceived betrayal. Then, the moderating effect of social responsibility and hypocritical on trust, and the mediating effect of trust between psychological contract violation and perceived betrayal were analyzed. Findings The results indicated that hypocrisy had a significant and negative impact on psychological contract violation toward trust; hypocrisy had a significantly positive impact on psychological contract violation toward perceived betrayal; trust had a significantly negative impact on perceived betrayal; perceived betrayal had a significantly positive impact on both direct and indirect revenges; trust had a mediating effect between hypocrisy toward psychological contract violation and perceived betrayal; and higher hypocrisy would produce a stronger effect through trust on the relationships between hypocrisy toward psychological contract violation and perceived betrayal. Originality/value Perception of consumers would differ whenever there were failures of service recovery occurred; especially, stronger betrayal feeling would be perceived with the companies who emphasized social responsibility and did not carry out what they should do. Research results could be references for companies whom advertising and praising social responsibility.

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