Abstract
In the background of clothing products online shopping, data of 276 service failure experienced consumers had been collected through online survey. The aim of this study was to investigate the influence mechanism of service recovery strategies (compensation, recovery speed, apology and recovery initiation) on recovery satisfaction (RS) and behavior intentions (BI) (Word-of-Mouth (WOM) and Repurchase Intention (RI)). Hierarchical regression and bootstrapping had been used to examine the mediation effect of WOM and RS. The findings indicated that all of the four strategies had positive effects on RS; Positive WOM had the mediation effect between RS and RI; RS had the mediation effects between recovery strategies and BI. Also, theoretical and practical contributions had been discussed to give some new perspectives or advices. Limitations and suggestions for future research had been mentioned in the end.
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