Lei Li
Current Organizations / Institutes
The organizations/institutes from the scholar's latest article
Research Subjects
Lei Li has a total of 8 co-authors. Here are the top co-authors by number of shared publications:
Hong Shen
Business School Guilin University of Technology Guilin China
1 shared publicationHui Lu
Business School Guilin University of Technology Guilin China
1 shared publicationHuile Fan
Nanning Intellectual Property Protection Center Nanning China
1 shared publication- Jiahua Wei
Business School, Guilin University of Technology, Guilin, Guangxi, China
1 shared publication - Qihui Chen
Business School Guilin University of Technology Guilin China
1 shared publication Shuai Liao
Business School Guilin University of Technology Guilin China
1 shared publication
Latest Publications
- 1 November 2025
- Published by Wiley in International Journal of Tourism Research
- Vol. 27 (6)
Consumer Forgiveness in Online Travel Agency Service Recovery: Consumer Empathy and Negative Emotional Contagion
Online travel agencies (OTAs) have significantly enhanced the efficiency of online travel services. However, frequent service failures have adversely impacted the reputation and performance of OTAs. Consequently, there is an urgent need for further academic exploration of this issue. This study employed a scenario experimental method to collect data and conduct empirical analysis. The findings indicated that perceived fairness enhances consumer empathy, while perceived risk reduces consumer empathy. Enhanced consumer empathy, in turn, leads to a greater willingness to forgive. Furthermore, negative emotions contagion negatively moderates the relationship between consumer empathy and consumer forgiveness. The mediating effect of consumer empathy was also examined. This study contributed to a deeper understanding of service failure and recovery in the context of OTAs, offering theoretical insights for improving OTA failure management strategies, psychological interventions, risk prevention capabilities, and overall competitiveness.
- 1 November 2025
- Published by Wiley in International Journal of Tourism Research
- Vol. 27 (6)
Consumer Forgiveness in Online Travel Agency Service Recovery: Consumer Empathy and Negative Emotional Contagion
Online travel agencies (OTAs) have significantly enhanced the efficiency of online travel services. However, frequent service failures have adversely impacted the reputation and performance of OTAs. Consequently, there is an urgent need for further academic exploration of this issue. This study employed a scenario experimental method to collect data and conduct empirical analysis. The findings indicated that perceived fairness enhances consumer empathy, while perceived risk reduces consumer empathy. Enhanced consumer empathy, in turn, leads to a greater willingness to forgive. Furthermore, negative emotions contagion negatively moderates the relationship between consumer empathy and consumer forgiveness. The mediating effect of consumer empathy was also examined. This study contributed to a deeper understanding of service failure and recovery in the context of OTAs, offering theoretical insights for improving OTA failure management strategies, psychological interventions, risk prevention capabilities, and overall competitiveness.