摘要
随着电子商务的快速发展,消费者也越来越重视退货政策等购物环境的变化。文章基于信号理论和公平理论,构建了网络零售商无缺陷退货政策以及网站名称熟悉度对消费者购买意愿影响的概念模型,并采用通过实验方式获得的数据对该模型进行了检验。研究结果显示:宽松的网络零售商退货政策会让消费者感知到较高的公平性,进而产生更高的购买意愿。相对于低熟悉度的网站,高熟悉度网站的退货政策对消费者感知公平和购买意愿更强。最后讨论了结论的理论意义和管理实践应用。
With the rapid development of electronic commerce, consumers pay more and more attention to the improvement of online shopping environment including the return policy. In order to explore how the E-retailer’ s return policy impact consumer’ s purchase intention, as well as the moderating role of site name familiarity, the paper develops a conceptual model about the impact of the E-tailer’ s return policy on consumer purchase intention based on signaling theory and equity theory. The model is tested with the data from experiment. The results show that latent return policy make consumers produce higher perceived justice, thereby increase consumers’purchase intention. The effects of a return policy on perceived justice and consumer purchase intention are stronger for high familiar websites than low familiar websites. Finally, we discuss the theoretical significance and practical application of management.
出处
《重庆大学学报（社会科学版）》
CSSCI
北大核心
2017年第2期51-59,共9页
Journal of Chongqing University(Social Science Edition)
基金
国家社会科学基金重点项目"网络零售商无缺陷退货政策对消费者行为的影响机理研究"(14AGL023)
关键词
退货政策
感知公平
购买意愿
网站名称熟悉度
return policy
perceived fairness
purchase intention
websites name familiarity
