网络购物机会主义退货行为  

A Study of Opportunistic Return Behavior in Online Shopping

作　　者：郝皓[1] 许依 许肇然 蔡如意 HAO Hao;XU Yi;XU Zhaoran;CAI Ruyi(School of Economic and Management,Shanghai Polytechnic University,Shanghai 201209,China)

机构地区：[1]上海第二工业大学经济与管理学院,上海201209

出　　处：《上海第二工业大学学报》2023年第4期364-370,共7页Journal of Shanghai Polytechnic University

基　　金：国家社科基金项目(20BGL200)资助。

摘　　要：网络购物为消费者提供了更低的商品价格和更便捷的购物体验,但越来越宽松的退货政策也提高了不必要的退货率,助长了不正当的机会主义退货行为。通过对不同的网络购物退货行为重新归纳、分类,绘制分类象限图,再根据消费者退货意愿和保留意愿,将退货行为分为合理退货、策略性退货、购物诈骗、欺诈性退货和无计划退货五类,其中后四类为机会主义退货行为。根据不同类型机会主义退货行为的影响因素,探究机会主义退货行为的产生原因,并分析影响结果,最后提出控制网络购物退货率的合理建议,为网络购物平台商家建立良好的客户关系、降低不必要的退货成本提供管理启示。Online shopping provides consumers with lower product prices and a more convenient shopping experience,but more and more lenient return policies have also increased the rate of unnecessary returns and fostered improper opportunistic return behavior.The classification quadrant is drawn by regrouping and classifying different online shopping return behavior.Also considering the consumers' willingness to return and retention,the returns are classified into five categories:reasonable returns,strategic returns,fraudulent shopping,fraudulent returns and unplanned returns,of which the latter four are opportunistic return behavior.According to the influencing factors of different types of opportunistic return behavior,explore the causes of opportunistic return behavior and analyze the impact results,and finally,reasonable suggestions for controlling the return rate of online shopping are proposed to provide management insights for online shopping platform merchants to establish good customer relationships and reduce unnecessary return costs.

关 键 词：网络购物 退货行为 机会主义 

分 类 号：F724.6[经济管理—产业经济]