退货政策宽松度对消费者网购意愿的影响——基于SOR模型的有调节双中介效应分析  

The Impact of the Leniency of Return Policy on Consumers’Purchase Intentions in Online Shopping:An Analysis of Moderated Dual-mediator Effects Based on the SOR Model

作　　者：刘涵秋 杨林岩[2] LIU Han-qiu;YANG Lin-yan(Business School,The Chinese University of Hong Kong,Hong Kong 999077,China;The School of Management,Xi’an Jiaotong University,Xi’an 710000,Shaanxi,China)

机构地区：[1]香港中文大学商学院,中国香港999077 [2]西安交通大学管理学院,陕西西安710000

出　　处：《西部论坛》2024年第1期111-124,共14页West Forum

基　　金：教育部人文社科规划基金项目(20YJA630078)。

摘　　要：在网络购物中,由于产品收货时间滞后于支付时间而导致退货现象频发,因此退货政策成为影响消费者行为的重要因素之一。基于“刺激-组织-反应”模型(SOR模型),并结合信号理论,以感知质量和感知风险为中介变量,以产品异质性和店铺口碑为调节变量,通过有调节的双中介效应检验考察退货政策宽松度对消费者购买意愿的影响及其传导路径,结果表明:宽松的退货政策使消费者产生更高的感知质量和更低的感知风险,感知质量的提高和感知风险的降低会增强消费者购买意愿,从而形成“退货政策宽松→感知质量提高→购买意愿增强”和“退货政策宽松→感知风险降低→购买意愿增强”两条传导路径;在口碑较好的店铺中,退货政策宽松对消费者感知质量和感知风险的影响更强;对于异质性较弱的产品,退货政策宽松对消费者感知风险的影响更强。这些研究结果不仅有助于揭示退货政策影响消费者购买意愿的机制,而且对消费者、网络店铺和电商平台都具有重要的管理启示。The rapid growth of e-commerce and the increasing number of online shoppers have brought the topic of online shopping to the forefront of public and scholarly discourse.A distinguishing characteristic of online shopping,in contrast to traditional purchasing processes,is the temporal displacement between the decision to purchase and the actual receipt of the product,which has resulted in a surge of product returns.Consequently,the leniency of return policies has emerged as a critical determinant of consumer behavior.However,existing research has paid limited attention to the influence of online shopping return policy leniency on consumer purchase intention from multiple internal perceptual perspectives.To address this research gap,this study employs signal theory and utilizes the SOR(Stimulus-Organism-Response)analytical framework to develop a model that considers the perceived quality and perceived risk as mediating variables,while store reputation and product heterogeneity serve as moderating variables.This comprehensive model aims to investigate the impact of return policy leniency on consumer purchase intention.This study employs a multifactor experimental design,in which eight different experimental groups are created in online shopping contexts by manipulating the leniency of the return policy,product heterogeneity,and store reputation:2(return policy:lenient,strict)×2(product heterogeneity:high,low)×2(store reputation:high,low).The study examines the direct effect of return policy leniency on consumers’perceived quality and risk,the mediating role of these perceptual factors on purchase intention,as well as the moderating influence of product heterogeneity and store reputation.Empirical findings indicate that:(1)lenient return policies engender higher perceptions of quality and lower perceptions of risk,thereby augmenting consumer purchase intention;(2)in high-reputation stores,the impact of return policy leniency on consumer-perceived quality and risk is more pronounced compared with low-reputation sto

关 键 词：网络购物 退货政策 购买意愿 感知质量 感知风险 产品异质性 网络口碑 

分 类 号：F713.36[经济管理—产业经济]