网店信息与再购难度对购后失调的影响——兼论再购难度和订单交付的调节作用

发布时间：2018-04-25 04:01

  本文选题：网购退货 + 购后失调　； 参考：《中国流通经济》2017年08期

【摘要】：网购退货现象日趋严重困扰着智慧时代网购模式的理论发展和管理实践,而购后失调却是引发这种现象的重要诱因。以信号传递理论为基础,引入再购难度作为重要的调节变量构建调节效应模型并进行实证检验,研究结果表明,网店信息对购后失调具有负向影响作用,再购难度调节网店信息对购后失调的负向影响,订单交付、再购难度和网店信息三项交互联合影响网络购后失调。网络商家应顺应消费者从外在信息到内在信息的信息整合机制及实现路径,将管理重点放在整合网店界面信息、优化网站平台管理模块和进一步优化物流服务过程三个方面,从而强化网店信息、再购难度和订单交付对消费者购后失调的各种影响作用,进而控制消费者退货行为的发生,提升网络商家管理水平及经营效益。
[Abstract]:The phenomenon of online purchase and return is seriously perplexing the theoretical development and management practice of online purchase mode in the wisdom era, but the imbalance after purchase is an important inducement of this phenomenon. Based on the signal transmission theory, this paper introduces the difficulty of repurchase as an important adjustment variable to construct the adjustment effect model and make an empirical test. The results show that the online store information has a negative effect on the post-purchase maladjustment. Repurchase difficulty adjusts the negative influence of online store information on post purchase disorder, order delivery, repurchase difficulty and online store information interaction affect online post purchase disorder. Network merchants should conform to the information integration mechanism and realization path of consumers from external information to internal information, and focus on integrating the interface information of online store, optimizing the management module of website platform and further optimizing the process of logistics service. So it can strengthen the information of online store, the difficulty of repurchase and the effect of order delivery on the disorder of consumers after purchase, and then control the occurrence of consumers' return behavior, and improve the management level and management efficiency of online merchants.
【作者单位】： 河北科技大学经济管理学院;
【基金】：国家社会科学基金项目:“基于消费者退货行为的电商企业策略优化研究”(15CGL075) 河北省高校学科拔尖人才选拔与培养计划资助项目(SLRC2017010) 河北科技大学博士科研启动基金项目“基于演化博弈的京津冀一体化下河北省供应链融资服务模式决策模型分析”(QD201513)
【分类号】：F713.36
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本文编号：1799642