摘要
远程购物方式的兴起给消费者带来便利性的同时也让消费者感受到了更多的购物风险,宽松的退货政策是降低消费者感知风险的有效方式之一。本研究将从产品不满意原因差异、消费者退货政策感知差异以及企业退货政策表述差异来分析退货对消费者购后后悔和重购意愿的影响。研究结果表明,由于偏好问题引起的退货,退货对后悔的缓解作用显著大于由于质量问题引起的退货,消费者视宽松退货政策为质量信号的程度存在个体间差异,对于质量问题引起的退货,较少将宽松退货政策视为质量信号的消费者,退货后后悔较小。适当在退货政策中解除宽松退货政策与质量信号间的联系可以降低较多将宽松退货政策视为质量信号消费者的退货后后悔。该研究不仅丰富了后悔和退货的相关理论,而且对远程零售商的营销实践有一定的应用价值。
With the development of technology and economy, and the raise of people＇s living standard, there are more and more purchase modes for consumers. Now remote purchase modes such as catalog shopping, television home shopping and Internet shopping are very popular in China. The growth of remote purchase modes facilitates consumers＇ purchase process, but it also let consumers lose some ca- pability of discerning product quality and fitness, so consumers will perceive more risk on purchase in remote purchase environments than traditional bricks-and-mortar purchases. It is an important issue for remote retailers to decrease consumers＇ perceived risk in the whole purchase process. Latent product return policy is one of the effective ways to decrease the perceived risk of consumers. What does product return latency mean to consumers？ Is it a signal of a remote retailer＇s product quality or just a tool of the remote retailer to decrease con- sumers＇ purchase risk？ Will the meaning of a latent product return policy to consumers influence consumers＇ perception of remote retailers after they receive dissatisfying products and return them？ To answer these questions, this research will analyze the effect of product return on consumer purchase regret and repurchase intention through the reasons of product dissatisfaction, the customer percep- tion of return policy and the description of return policy. The research results indicate that （a） the reasons of product dissatisfaction influ- ence consumers＇ purchase regret, consumers feel more purchase re- gret for dissatisfaction based on product-quality than self-preference, and product return can relieve regret more effectively on self-prefer- ence problem occasion than on product-quality problem occasion, （b） there is individual difference in the extent to which how consumers view latent return policies as quality signal, and on product-quality problem occasion, those who don＇t view latent return policies as qual- ity signal feel less regret after product return than those who view latent return policies as quality signal, （c） on product-quality problem occasion, consumers who view latent return policies as quality signal will be influenced by the description of retailers＇ product return pol- icies, and retailers＇ disclaiming the relationship between latent return policies and quality signal properly can reduce the regret after prod- uct return to those who view latent policies as quality signal. This re- search can not only enrich the literature of regret and product return, but also can give some suggestions to retailers in remote purchase environments.
出处
《南开管理评论》
CSSCI
北大核心
2013年第5期77-89,共13页
Nankai Business Review
基金
国家自然科学基金项目(71072101)
国家社会科学基金项目(12CGL048)资助
关键词
远程购物
退货
后悔
质量信号
Remote Purchase
Return
Regret
Quality Signal
