简述大学生网购退货的影响因素  

Thoughts on influencing the decision of College students to purchase and return goods online

作　　者：吴灿英 Wu Canying(Henan university of science and technology,Luoyang 471000)

机构地区：[1]河南科技大学

出　　处：《北方经贸》2019年第12期66-68,共3页Northern Economy and Trade

摘　　要：网购已成为大学生日常生活中不可或缺的一部分.这一新事物伴随着利弊两方面而产生,即网购为消费者带来了更加多元化的消费方式,也造成了消费者对网购商品信任度与满意度的下降.网购的发展一路"高歌猛进",但网购退货的次数却随着网购频数的增加而增加.鉴于此,本研究就商品本身、商品物流、消费者自身、网络商家四个维度来探究影响大学生网购退货决策的原因,并提出加强法律约束与商品质量监管;完善物流运输体系;树立科学理性消费观;诚信为商,遵法守法等对策.Online shopping has become an indispensable part of college students'daily life.This new thing comes with the pros and cons,that is,online shopping brings more diversified consumption patterns to consumers,and also results in the decline of consumers'trust and satisfaction in online shopping.The development of online shopping has made great progress,but the number of online shopping returns has increased with the increase of online shopping frequency.In view of this,this study explores the reasons that affect the online purchase and return decision of college students from the four dimensions of commodity itself,commodity logistics,consumers themselves and online merchants,and puts forward the corresponding countermeasures.

关 键 词：网购 退货决策 商品质量 网络商家 

分 类 号：F724.6[经济管理—产业经济]