退货政策对服装消费者网购行为的影响  

Impact of Return Policy on Online Apparel Purchase Behavior of Consumers

作　　者：曲洪建[1] 汪淼 QU Hongjian;WANG Miao(College of Fashion Engineering, Shanghai University of Engineering Science, Shanghai 201620, China)

机构地区：[1]上海工程技术大学服装学院

出　　处：《东华大学学报（自然科学版）》2019年第1期142-150,共9页Journal of Donghua University(Natural Science)

基　　金：教育部人文社科基金青年资助项目(12YJC630157);上海市教委科研创新重点资助项目(14ZS151)

摘　　要：网购环境下,图文介绍与商品实物之间存在差异容易导致退货,因此退货政策会对消费者的网购行为产生影响。基于SOR(stimulus organism response)模型与消费者行为相关的理论,研究分析网购退货政策对服装消费者购买行为的影响机理,并构建退货政策、消费者感知和网购行为的逻辑模型;通过问卷调研获取数据,采用回归分析法进行中介效应检验。研究发现:退货政策将显著影响消费者的购买行为,其中,退货操作对消费者购买行为影响最大,其次为退货费用及退货时限;消费者心理感知在退货政策对消费者购买行为的影响中存在中介效应,其中,感知风险具有完全中介效应,感知公平、感知质量具有部分中介效应。从退货政策3个维度和消费者心理感知的3个维度提出管理建议,以促进服装消费者的网购行为。The difference between actual goods and online presentation may result in returns on the online shopping, thus there is an impact on consumer online-shopping of return policy. Based on the theory of SOR (stimulus organism response) model and consumer behavior, the influence mechanism of return policy on apparel consumer clothing purchase behavior was analyzed, and the logical model of return policy, consumer perception and online shopping behavior were constructed. These data were obtained from questionnaire and the mediation effect was tested by regression analysis. The results show that the return policy can influence the purchasing behavior of consumers significantly. Return manipulation has the greatest impact on purchase behavior, followed by return cost and return time limit. The mediating effect of consumer psychological perception between return policy and purchase behavior has been established. Perceived risk has complete mediation, while perceived fairness and perceived quality have partial mediation. Marketing strategies have been proposed from three dimensions of both return policy and consumer psychological perception to improve online clothing shopping behavior of consumer.

关 键 词：退货政策 网购行为 感知风险 感知公平 感知质量 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]