消费者基于不同原因的网购退货对购后行为的影响

摘要

By conducting a questionnair suvey ,this study has explored the influence of consumers’ return online with different attributions (merchants ,individuals ,and courier companies) on their post‐purchase behavior .Re‐sults showed that online return based on different attributions have different effects on post‐purchase behavior . And the positive consumer behavior (positive word of mouth and repurchase intention) is sequentially influ‐enced by personal attribution ,courier company attribution and merchant attribution ,while the negative con‐sumer behavior (negative word of mouth and conversion intention) is sequentially influenced by merchant attri‐bution ,courier company attribution and personal attribution .Meanwhile ,this study also evaluated the regula‐ting effect of the purchase history on post‐purchase behavior .%研究采用问卷调查方法分别测评了消费者网上购物后基于商家原因、个人原因和快递公司原因导致的退货行为对消费者购后行为的影响。研究发现，基于不同原因导致的退货行为对购后行为有显著影响，表现为：对消费者正向行为（正面口碑和重购意向）影响的退货原因依次是个人原因、快递公司原因和商家原因；对消费者负向行为（负面口碑和转换意向）影响的退货原因依次是商家原因、快递公司原因和个人原因。同时，研究还测评了交易历史对购后行为的调节作用。