网购退货物流服务质量对购后行为的影响——基于消费者情绪的中介作用与责任归因的调节作用  

Impact of Return Logistics Service Quality on Post-purchase Behavior in Online Shopping:A Study Based on Mediating Effect of Consumer Sentiment and Regulating Effect of Responsibility Attribution

作　　者：汪宁宁 杨涛 WANG Ningning;YANG Tao(School of Business,Anhui University,Hefei 230000,China)

机构地区：[1]安徽大学商学院,安徽合肥230000

出　　处：《物流技术》2023年第2期33-38,109,共7页Logistics Technology

基　　金：国家自然科学基金青年项目(72001002);安徽省自然科学基金青年项目(2008085QG338);安徽省哲学社会科学规划青年项目(AHSKQ2020D07)。

摘　　要：为研究网购失败情境下企业的退货物流服务质量对顾客购后行为的影响机制,采用实证研究方法,以网购退货物流服务质量为解释变量,购后行为为被解释变量,消费者情绪为中间变量,责任归因为调节变量,构建了关系模型,并提出了相关的研究假设。实证分析结果表明:网购退货物流服务质量对消费者购后行为存在显著的正向影响;消费者情绪在网购退货物流服务质量与购后行为关系中起部分中介作用;责任归因在网购退货物流服务质量与消费者情绪中起调节作用。In order to study the influence mechanism of the return logistics service quality on customer's post-purchase behavior in the context of online shopping failure,and adopting the empirical research method,we established a relationship model with return logistics service quality of online shopping as the explanatory variable,post-purchase behavior as the explained variable,customer sentiment as the intermediate variable and responsibility attribution as the regulating variable,and put forward relevant research hypotheses.The result of an empirical analysis showed that:in online shopping,the quality of return logistics service had significant positive impact on customer's postpurchase behavior;consumer sentiment played a partial mediating role in the relationship between return logistics service quality and customer's post-purchase behavior;and responsibility attribution played an important role in regulating return logistics service quality and consumer sentiment.

关 键 词：网购退货物流 物流服务质量 消费者情绪 责任归因 购后行为 

分 类 号：F724.6[经济管理—产业经济] F252F713.55