Abstract: In view of the fact that trust violation in shopping online has brought negative effects on consumers and businesses, to repair the consumer trust has become a hot topic among the management academic circles and the practice circles. From the perspective of positive emotion, this paper adopts the method of empirical study to explore the roles and their mechanism of the two important strategies for repairing consumer trust, namely the financial compensation strategy and the apology strategy. The result shows that the types of trust violation can moderate the positive relationship between the repair strategies and trust beliefs and trust intention, that the positive emotion plays the mediating role in the process of trust repairing, and that in addition to the direct effect, the moderating role of trust violation can also be realized indirectly through the mediation role of positive emotion. As for the different types of trust violations, the financial compensation strategy has different influences on trust belief and trust intention, and this kind of moderating effect should also be transmitted through positive emotion. But the apology strategy has no such indirect effect.

Key words: shopping online; trust violation; trust repair; positive emotion