摘要
互联网时代下,对于消费者来说网上购物已成趋势。而退货作为网购过程的一部分,影响着消费者的满意度和后续购买行为,已成为不可避免和亟待解决的问题。目前国内关于有过退货经历的消费者其后续购买行为及所创造的价值研究甚少。笔者从退货后续购买行为这一角度展开实证研究,选取退货经历为自变量,研究在退货政策宽松程度这一调节变量下消费者的后续购买行为(购买次数、数量和金额)。实证结果表明:对于有过退货经历的消费者而言,宽松的退货政策,有助于良性的后续购买行为。本文提出,零售商应重塑对于退货问题的看法和意识,提升消费者的退货体验,以期将退货成本转化为新的利益增长点,增强消费粘性。
Under the age of the Internet, for consgmers, online shopping has become a trend. And return online, as a part of the on- line shopping process, is becoming an inevitable and urgent problem which affects satisfaction and subsequent purchase behavior of consumers. At present, there are few studies about the buying behavior and value of experienced consumer who once returned products. The author makes the empirical research to study the consumer＇s buying behavior （number, quan- tity and amount of purchase）, based on the adjustment variable of liberal return policy, and by selecting the return experi- ence as the independent variable. The empirical results show that, for consumers who have return experience, liberal return policy brings subsequent purchase behavior. In this paper, retailers should reshape views on the return issue and enhance the consumer experience return as to turn return costs into new growth points of interests and enhance consumer stickiness.
出处
《企业经济》
CSSCI
北大核心
2017年第2期149-155,共7页
Enterprise Economy
基金
北京市属高等学校高层次人才引进与培养计划项目的长城学者培养计划资助课题"北京零售企业提升竞争力的理论与实践研究"(项目编号:CIT&TCD20140307)
北京市社会科学基金重点项目"电商发展新趋势及对北京零售企业发展的影响机制研究"(项目编号:14JDJGA050)
北京工商大学科研水平提高项目"O2O运营与零售企业战略转型研究"(项目编号:19008001077)
关键词
网络购物
退货
退货政策
后续购买行为
online shopping
return of the goods
return policy
subsequent purchase behavior
