消费者基于不同原因的网购退货对购后行为的影响
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摘要
研究采用问卷调查方法分别测评了消费者网上购物后基于商家原因、个人原因和快递公司原因导致的退货行为对消费者购后行为的影响。研究发现,基于不同原因导致的退货行为对购后行为有显著影响,表现为:对消费者正向行为(正面口碑和重购意向)影响的退货原因依次是个人原因、快递公司原因和商家原因;对消费者负向行为(负面口碑和转换意向)影响的退货原因依次是商家原因、快递公司原因和个人原因。同时,研究还测评了交易历史对购后行为的调节作用。
By conducting aquestionnair suvey,this study has explored the influence of consumers' return online with different attributions(merchants,individuals,and courier companies)on their post-purchase behavior.Results showed that online return based on different attributions have different effects on post-purchase behavior.And the positive consumer behavior(positive word of mouth and repurchase intention)is sequentially influenced by personal attribution,courier company attribution and merchant attribution,while the negative consumer behavior(negative word of mouth and conversion intention)is sequentially influenced by merchant attribution,courier company attribution and personal attribution.Meanwhile,this study also evaluated the regulating effect of the purchase history on post-purchase behavior.
By conducting aquestionnair suvey,this study has explored the influence of consumers' return online with different attributions(merchants,individuals,and courier companies)on their post-purchase behavior.Results showed that online return based on different attributions have different effects on post-purchase behavior.And the positive consumer behavior(positive word of mouth and repurchase intention)is sequentially influenced by personal attribution,courier company attribution and merchant attribution,while the negative consumer behavior(negative word of mouth and conversion intention)is sequentially influenced by merchant attribution,courier company attribution and personal attribution.Meanwhile,this study also evaluated the regulating effect of the purchase history on post-purchase behavior.
引文
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[12]刘遗志,汤定娜.消费者创新性对移动购物行为的影响机制研究——基于计划行为理论视角[J].大连理工大学学报(社会科学版),2015,(3):40-46.
[13]杜红云,刘丹.中国网络购物消费人群的特征分析及展望[J].科教导刊,2011,(40):130-131.
[14]BOLLEN K A,LONG J S.Testing Structural Equation Models[M].New York:Sage Publications,1993.154.
[15]BENTLER P,STEIN J.Structural equation models in medical research[J].Statistical Methods in Medical Research,1992,1(2):159-181.
[16]ELIHU K,PAVL F.Personal influence:the part played by people in the flow of mass communication[J].Canadian Journal of Economics&Political Science,1955,80(13):1583-1583.
[17]张圣亮,张晓萌.快递行业顾客感知服务质量影响因素研究[J].上海管理科学,2015,(3):55-59.
[2]MUKHOPADHYAY S K,SETOPUTRO R.Reverse Logistics in e-business:optimal price and return policy[J].International Journal of Physical Distribution and Logistics Management,2003,34(1):70-89.
[3]MUKHOPADHYAY S K,SETOPUTRO R.A dynamic model for optimal design quality and return policies[J].European Journal of Operational Research,2007,180(3):1144-1154.
[4]吴波,李东进.远程购物消费者退货后的反应研究[J].当代经济,2013,(7):67-76.
[5]WESTBROOK R A.Product/consumption-based affective responses and post-purchase processes[J].Journal of Marketing Research,1987,24(3):258-270.
[6]菲利普·科特勒,盖利·阿姆斯特朗.市场营销原理(第九版)[M].北京:清华大学出版社,2001.120.
[7]ARNDT J.Role of product-related conversations in the diffusion of a new product[J].Jourmal of Marketing research,1967,4(3):291-295.
[8]BLODGETT J G,HILL D J,TAX S S.The Effects of distributive,procedural,and interactional justice on postcomplaint behavior[J].Journal of Retailing,1997,73(2):185-210.
[9]陈明亮.生命周期不同阶段客户重复购买意向决定因素的实证研究[J].管理世界,2002,(11):93-107.
[10]KEAVENEY S M.Customer switching behavior in service industries:an exploratory study[J].Journal of Marketing,1995,59(2):71-82.
[11]李东进,吴波,李研.远程购物环境下退货对购后后悔影响研究[J].南开管理评论,2013,16(5):77-89.
[12]刘遗志,汤定娜.消费者创新性对移动购物行为的影响机制研究——基于计划行为理论视角[J].大连理工大学学报(社会科学版),2015,(3):40-46.
[13]杜红云,刘丹.中国网络购物消费人群的特征分析及展望[J].科教导刊,2011,(40):130-131.
[14]BOLLEN K A,LONG J S.Testing Structural Equation Models[M].New York:Sage Publications,1993.154.
[15]BENTLER P,STEIN J.Structural equation models in medical research[J].Statistical Methods in Medical Research,1992,1(2):159-181.
[16]ELIHU K,PAVL F.Personal influence:the part played by people in the flow of mass communication[J].Canadian Journal of Economics&Political Science,1955,80(13):1583-1583.
[17]张圣亮,张晓萌.快递行业顾客感知服务质量影响因素研究[J].上海管理科学,2015,(3):55-59.