远程购物消费者退货后的反应研究  

A Study of Customers' Reaction to Goods Return in Teleshopping

作　　者：吴波[1] 李东进[1] 

机构地区：[1]南开大学商学院,天津300071

出　　处：《当代财经》2013年第7期67-76,共10页Contemporary Finance and Economics

基　　金：国家自然科学基金项目(71072101)

摘　　要：远程购物的兴起改变了消费者的购物模式,买卖双方物理上的距离增加了消费者鉴别商品的难度,因此,退货成为远程购物方式中不可忽略的问题。消费者退货原因通常可以分为产品质量问题和个人偏好问题,两种退货原因引起的退货在消费者退货责任归因、感知企业信任违背和消费者退货的后悔上均存在差异,另外,初次购买者和常客在这两种退货情况下对店铺总体评价和重购意愿也存在差异。The rising of teleshopping has changed the consumers＇ shopping mode.The physical distance between buyers and sellers increases the difficulty of consumers to examine products,so product return has become a problem in teleshopping which cannot be neglected.The reasons why consumers return goods usually can be divided into two problems,product quality and individual preference.The goods return caused by the two reasons have some differences in such factors as the attribution of responsibility of the customer return,the perceived trust violation of the enterprises and the regret after return.In addition,under the two return conditions,there are differences in the overall evaluation of retailers and the repurchase intention among the first-time purchasers and the regular purchasers.

关 键 词：远程购物 退货 信任违背 交易历史 后悔 

分 类 号：F274[经济管理—企业管理]