电商环境下退货服务对消费者购后行为影响研究

发布时间：2018-06-22 03:36

本文选题：电子商务 + 退货服务　；参考：《哈尔滨商业大学》2017年硕士论文

【摘要】：随着电子商务市场蓬勃发展,但电商在过往最大问题就是流量成本高昂,毛利低下,同质化严重造成客户重购率较低,同时目前退货问题是2015年上半年"中国网络零售十大热点被投诉问题之一,严重影响了高端用户的需求。退货意味着对购买到的产品不满,那么对于电商而言,是否提供优良的退货服务,顾客就愿意与卖家达成更多交易的意向,并且什么因素对消费者行为具有显著作用,这是一个值得探讨地问题。在整理国内外退货服务及消费者购后行为文献前提下,根据退货服务理论、购后行为理论,对电商环境下退货服务对购后行为影响进行研究分析,依据理论回顾提出退货服务质量与购后行为之间的假设,提出关系假设和概念模型。介绍了调查问卷的调研方式,问卷结果的整理;使用spss22.0统计软件,分析问卷设置是否合理,问卷的结果是否真实可靠,确定最终正式问卷的测量题项。以电商环境下的网购消费者为样本对象,运用结构方程模型分析退货服务质量与顾客满意、顾客抱怨、重购意向的关系程度,并且论述了用结构方程模型对框架进行测评的结果,同时讨论假设检验结果,并据此提出一些对策建议。退货虽然代表商家所售商品不符合顾客心意,但良好的退货服务有助于重塑顾客的满意感和重购意向;在线企业注重退货反应时效性,有利于很好地化解顾客抱怨;同时需要识别和区分顾客退货的不同原因,因偏好原因退货的顾客重购意愿相对更强。基于上述定性和定量分析,提出了一些如何提高退货服务的建议,为企业经营决策提供帮助。
[Abstract]:As the e-commerce market flourishes, the biggest problem with e-commerce in the past has been the high cost of traffic, low gross margins, and serious homogeneity, resulting in a low rate of customer rescheduling. At the same time, the issue of return is one of the top ten hot spots of online retail in China in the first half of 2015, which has seriously affected the demand of high-end users. Return means dissatisfaction with the purchased product, so for e-commerce, whether to provide a good return service, the customer is willing to enter into more transactions with the seller, and what factors have a significant impact on consumer behavior, This is a question worth exploring. On the premise of sorting out the domestic and foreign return service and consumer post-purchase behavior literature, according to the return service theory and the post-purchase behavior theory, this paper studies and analyzes the effect of return service on the post-purchase behavior under the environment of e-commerce. According to the theoretical review, the hypothesis between the quality of return service and the behavior after purchase is put forward, and the relational hypothesis and conceptual model are put forward. This paper introduces the survey method of the questionnaire and the arrangement of the results of the questionnaire, analyzes whether the setting of the questionnaire is reasonable, whether the results of the questionnaire are true and reliable, and determines the measurement items of the final formal questionnaire by using the spss22.0 statistical software. Taking the online shopping consumers in the e-commerce environment as the sample object, the relationship between the quality of return service and customer satisfaction, customer complaint and repurchase intention is analyzed by using the structural equation model, and the relationship between the quality of return service and customer satisfaction, customer complaint and repurchase intention is analyzed. The results of evaluating the frame by using the structural equation model are discussed, and the results of hypothesis test are discussed, and some countermeasures and suggestions are put forward. Although the goods sold on behalf of the merchants are not in line with the customer's wishes, good return service will help to reshape the customer's satisfaction and re-purchase intention, and the online enterprises will pay attention to the timeliness of the return reaction, which will help to resolve the customer's complaint. At the same time, it is necessary to identify and distinguish the different reasons of customer return. Customers who return goods because of preference are more willing to repurchase. Based on the above qualitative and quantitative analysis, some suggestions on how to improve the return service are put forward.
【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6

【参考文献】