网购退货政策对溢价支付意愿的影响——基于感知质量和调节聚焦的研究  

Impact of Online Return Policy on Willingness to Pay for a Price Premium——Based on Perceived Quality and Regulatory Focus

作　　者：张芳[1] 赵紫微 刘聪 佟雪 ZHANG Fang;ZHAO Ziwei;LIU Cong;TONG Xue(School of Marketing Management,Liaoning Technical University,Huludao 125105)

机构地区：[1]辽宁工程技术大学营销管理学院,葫芦岛125105

出　　处：《科技促进发展》2019年第10期1172-1178,共7页Science & Technology for Development

基　　金：2019年度辽宁省社会科学界联合会课题(20191slktwzz-022):辽宁农产品品牌建设发展制约因素研究,负责人:张芳;2017年度辽宁省教育厅人文社会科学研究项目(LJ2017QW017):金钱情绪标签对消费者产品支付意愿影响研究,负责人:刘聪。

摘　　要：退货政策作为网络零售商提供的退货服务标准,影响着消费者的购买决策行为。本文以感知质量为中介变量,调节聚焦为调节变量构建理论模型,探究网购退货政策对消费者溢价支付意愿的影响机制。运用问卷调查法进行实证分析,结果表明:退货政策宽松程度直接影响消费者的溢价支付意愿,并通过感知质量对其产生影响。调节聚焦在此过程中发挥调节作用,退货政策宽松程度更容易影响促进聚焦倾向消费者的感知质量和溢价支付意愿,而对防御聚焦倾向消费者影响不显著。The return policy is a return service standard provided by online retailers,which affects consumers'purchasing decision-making behavior.This paper uses perceived quality as a mediator variable and regulatory focus as a regulatory variable to construct theoretical model and to explore the impact mechanism of online shopping return policy on consumers'willingness to pay for a price premium.Using the questionnaire survey method for empirical analysis,the results show that,return policy leniency affects consumers’willingness to pay for a price premium directly or through perceived quality.Regulatory focus plays a regulatory role in this process.The return policy leniency is more likely to influence the perceived quality and the willingness to pay for a price premium on the consumers of the promotion focus,but the influence on the consumer of the prevention focus is not significant.

关 键 词：退货政策 溢价支付意愿 感知质量 调节聚焦 

分 类 号：F274[经济管理—企业管理] F724.6[经济管理—国民经济]