摘要
基于中国网络购物环境,以SOR理论为基础,研究网络退货政策各维度对消费者购买意愿的影响机理。研究结果表明:网络退货政策的三个构成维度,退货时限、退货操作和退货费用是通过影响感知质量和感知风险来进一步影响消费者购买意愿的。三者对消费者购买意愿的影响程度从大到小依次排列为退货操作、退货费用和退货时限。
Based on China＇s online purchase environment,this paper used SOR theory to study the mechanism of impact of the dimensions of online return policy on consumer purchase intention. Result showed that three dimensions of online return policy,namely return time,return manipulation and return cost,impact consumer purchase intention through perceived quality and perceived risk. The rank of influence degree that was put on consumer purchase intention by three dimensions was return manipulation,return cost and return time successively.
作者
张蓓佳
ZHANG Bei-jia(School of Management, Anhui University, Hefei 230601)
出处
《软科学》
CSSCI
北大核心
2017年第2期122-125,共4页
Soft Science
基金
国家自然科学基金青年项目(71401001)
安徽省哲学社会科学规划项目(AHSKQ2016D14)
安徽大学博士科研启动资金项目(J10113190111)
关键词
网络退货政策
购买意愿
感知质量
感知风险
online return policy
purchase intention
perceived quality
perceived risk
