关键词:  , 直播电商；信任修复；积极情绪；消费认知

Abstract: Virtuality and risk in live e-commerce model result in frequent occurrence of incidents about trust violation. How to rebuild consumers’ trust has become the latest research point. In order to explore the influence of different repair strategies on consumers’ trust repair intention, the function route of emotion factor and cognition factor is investigated and a moderated mediation model is constructed. 209 valid questionnaires were collected and SmartPLS and SPSS were used to analyze the results. The results show that positive emotion plays a full mediating effect on the relationship between informative repair strategy, functional repair strategy and repair intention. Emotional repair strategy has a direct and positive effect on repair intention. Consumer cognition not only has a positive moderating effect on the relationship between positive emotion and repair intention, but also enhances the mediating effect of positive emotion on the relationship between different repair strategies and trust intention. Accordingly, to realize trust repair, related subjects in the model of live e-commerce should make personalized trust repair strategies, establish a good marketing environment, and strengthen scientific popularization.

Key words:  live e-commerce, trust repair, positive emotion, consumer cognition