Development of online exchange justice scale

摘要

In view of the customer justice problems apparent in online shopping experiences, this study executed semi-structured interviews and questionnaires, and developed the online exchange justice scale and predicated online service recovery effectiveness through exploratory factor analysis, confirmatory factor analysis and other statistical methods. The first part of our research involved a qualitative analysis on a questionnaire survey collected from 186 subjects. Statistic results indicated that the online exchange justice contains three dimensions (distributive justice; procedural justice; interactional justice). In the second part of our research involved a scenario experiment done on 206 subjects, and the confirmatory factor analysis models indicate that the three dimensions models are of good fitness.