Research on the impact of consumer forgiveness on consumer continuous trust

Online shopping has become an important part of people’s life, but the current academic circles still lack attention to online shopping service recovery. Based on the online shopping service recovery scenario, this study takes the scenario experiment as the research method, discusses the influence mechanism of consumer continuous trust from the perspective of compensation and consumer forgiveness, and tests the moderating effect of online store reputation. Through empirical research, this paper obtains the following research findings: Both utilitarian compensation and spiritual compensation have a positive impact on consumer forgiveness, but spiritual compensation has a greater positive impact on consumer forgiveness; consumer forgiveness has a positive impact on consumer continuous trust, and consumer forgiveness plays a mediating effect between utilitarian compensation, spiritual compensation and consumer continuous trust; online store reputation plays a positive moderating effect in the impact of consumer forgiveness on consumer continuous trust. The research results of this paper are conducive to deepen the research on the relationship between compensation methods and consumer forgiveness, better explain the role of consumer forgiveness, consumer continuous trust and online store reputation in the impact mechanism of online shopping service recovery, and promote the healthy development of online shopping business model.