在线计划性退货的动机和类型——基于中国市场的扎根理论分析  

Motivation and Types of Online Planned Return Behavior——Grounded Theory Analysis based on China's Market

作　　者：李明芳[1] 张娜 宋子怡 LI Ming-fang;ZHANG Na;SONG Zi-yi(School of Economics and Management,Hebei University of Science and Technology,Shijiazhuang 050018,Hebei,China;Business School,Beijing Information Science&Technology University,Beijing 100196,China)

机构地区：[1]河北科技大学经济管理学院,河北石家庄050018 [2]北京信息科技大学商学院,北京市100196

出　　处：《中国流通经济》2025年第4期57-69,共13页China Business and Market

基　　金：国家社会科学基金年度项目“高质量发展视角下在线绿色消费驱动机理及促进路径研究”(23BGL147);教育部人文社会科学青年项目“网络零售退货策略对退货行为的心理作用机制研究”(21YJC630064);河北省教育厅青年拔尖人才项目“在线零售中合法性计划退货行为及其对顾客忠诚的心理作用机理研究”(BJS2022029)。

摘　　要：随着网络零售业态快速发展,消费者非正常退货现象日益增多,其中具有预谋特征的在线计划性退货引发学界、业界共同关注。采用开放式问卷调查法收集数据,使用扎根理论方法和“动机—行为—结果”三维分析框架,构建基于中国情境的在线计划性退货概念框架,剖析在线计划性退货的动机和类型,破解计划性退货认知黑箱。研究表明,在线计划性退货可根据动机的伦理属性划分为理性决策型计划性退货、非伦理牟利型计划性退货两类。其中,理性决策型计划性退货以购买决策最优化为核心诉求,体现消费者理性选择特征;非伦理牟利型计划性退货以非法占有为目的,属于违背商业伦理的滥用退货政策行为。进一步研究表明,理性决策型计划性退货可根据目标导向细分为两类:一是旨在应对网购不确定性的风险规避型计划性退货;二是旨在实现购买成本最小化的成本控制型计划性退货。非伦理牟利型计划性退货按恶意程度呈现三级演化形态:一是保留赠品退回主商品的附随权益侵占型计划性退货;二是短期使用商品后退货的零售租赁型计划性退货;三是虚构商品瑕疵或滥用退货机制牟利的恶意欺诈型计划性退货。因此,为优化退货管理、推动电商行业健康发展,应根据在线计划性退货类型实施差异化应对策略。面向理性决策型计划性退货,重在完善客户管理系统,多措并举提升消费者信任度和满意度,培育消费者长期价值,同时分类施策,实施精细化管理,减少非必要退货,降低退货率。具体而言,对于风险规避型计划性退货,通过提升商品信息质量、缓解信息不对称,降低感知不确定性,减少非必要退货;对于成本控制型计划性退货,通过审慎设计退货政策和促销策略,平衡供需关系,降低退货率。面对非伦理牟利型计划性退货,重在加强电商市场规范,提高违规成本�With the rapid development of online retail market,abnormal consumer return phenomena have become increasingly prominent,among which premeditated planned return behavior has emerged as a critical research focus for both academia and industry.With the help of open-ended questionnaire data,grounded theory methodology,and the threedimensional analysis framework of"motivation-behavior-result",the authors construct a conceptual framework for online planned consumer return behavior within Chinese context,explore the motivation and type of online planned consumer return behavior,and uncover the cognitive black box of that.It is found that,based on the ethical nature of motivation,online planned consumer return behaviors can be categorized into two primary dimensions:rational decision-making returns(RDR)and unethical profit-seeking returns(UPR).The former prioritizes purchase decision optimization as its core objective,reflecting characteristics of rational consumer choice,whereas the latter constitutes fraudulent consumption practices that violate business ethics through illicit appropriation.Further investigation demonstrates that RDR can be subcategorized by objective orientation into risk-averse returns(addressing online shopping uncertainties)and cost-control returns(achieving purchasing cost minimization).Conversely,UPR exhibit a tripartite evolutionary pattern based on malicious intent severity:collateral rights appropriation returns(retaining complimentary gifts while returning primary merchandise),temporary usage rental returns(product returns after short-term utilization),and malicious fraudulent returns(fabricating product defects or exploiting return mechanisms for illicit gains).In order to optimize return management and promote the healthy development of e-commerce,we should implement differentiated countermeasures according to the type of online planned consumer return behaviors.For RDR,we should focus on perfect customer management system,simultaneously implement multiple measures to enhance consumers'tru

关 键 词：网络零售 在线计划性退货 理性决策型计划性退货 非伦理牟利型计划性退货 

分 类 号：F724.6[经济管理—产业经济]