ITAA-KSCT Joint Symposium

Online Platforms as Consumer Service Channels: Retailer Responses, Audience Power, and Relationship Orientations

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Abstract

Due to the public nature of service interactions in online platforms, it is imperative for fashion retailers to understand consumer audiences who actively search for online information and observe the conversations between complainants and retailers in their apparel product/service evaluations.This research examines how an individual factor (audience power level and relationship orientation) moderates the effect of a contextual factor (retailer response type) on consumer audiences’ service perceptions. Further, the dynamic relationships involved in audiences’ information processing, including perceptions, attitudes, and behavioral responses are examined. Two studies were conducted. Study 1 indicates significant three-way interactions. Specifically, high-power consumer audiences with communal orientations are likely to have more favorable perceptions of warmth-related responses than competence-related responses. However, having an exchange orientation appears to have no effect on consumer audiences’ perceptions, regardless of power level. Study 2 confirms the hypothesized dynamics among audience perceptions of service recovery, satisfaction, attitudes, and WOM intentions.

How to Cite:

Huang, R. & Ha, S., (2018) “Online Platforms as Consumer Service Channels: Retailer Responses, Audience Power, and Relationship Orientations”, International Textile and Apparel Association Annual Conference Proceedings 75(1).