网络零售商退货政策对消费者购买意愿的影响研究--毕业论文.doc

网络零售商退货政策 对消费者购买意愿的影响研究

重庆大学硕士学位论文
（学术学位）

学生姓名：蒋 飞

指导教师：邵兵家 教 授

专 业：企业管理

学科门类：管理学

重庆大学经济与工商管理学院
二O一五年三月

The Impact of E-tailer's Return Policy on Consumer’s Purchase Intention

A Thesis Submitted to Chongqing University
in Partial Fulfillment of the Requirement for the
Master’s Degree of Management
By Jiang Fei

Supervised by Prof. Shao Bingjia Specialty: Business Management

College of Economics and Business Administration of
Chongqing University, Chongqing, China
Mar. 2015

中文摘要

摘 要

随着网络经济的迅速发展，越来越多的消费者开始选择从网上购买商品，网 络购物已逐渐成为消费者的一个重要购物方式。与此同时，由于网络购物所具有 的购物决策与消费体验分离的特征，产生了大量的由交易纠纷引起的退货问题， 制约了网络零售的快速发展。因此，研究和分析网络零售商退货政策对消费者的 影响机理，已经成为近年来学术界关注的热点。
本研究关注的是网络零售商退货政策的宽松程度对消费者购买意愿的影响。 具体而言，本研究基于信号理论、公平理论，并结合说服知识模型和S-O-R模型， 将网站名称熟悉度作为调节变量，采用2（退货政策：严格vs宽松)x 2（网站名称 熟悉度：高vs低）的实验设计，构造了4个不同的实验情境，探讨了网络零售商 退货政策的宽松程度对消费者的感知公平、感知可信度、购买意愿的影响以及网 站名称熟悉度的调节作用。本研究主要使用了方差分析、回归分析等方式验证了 研究模型中的主效应、调节效应以及中介效应。研究主要得出了以下结论：
1、网络零售商退货政策的宽松程度对消费者的感知公平和购买意愿有显著的
正向影响，对消费者的感知可信度有显著的负向影响；
2、网站名称熟悉度对网络零售商退货政策宽松程度与购买意愿、与感知公平、
与感知可信度的关系都产生调节作用；
3、网络零售商退货政策宽松程度通过影响消费者的感知公平，进而影响消费
者的购买意愿，即感知公平在网络零售商退货政策宽松程度与消费者购买意愿之 间起到完全中介作用。
最后，本研究讨论了研究结果的理论贡献和营销启示。

关键词：退货政策，感知公平，感知可信度，购买意愿，网站名称熟悉度

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重庆大学硕士学位论文

II

英文摘要

ABSTRACT

With the rapid development of network economy, more and more consumers begin
to purchase goods online, online shopping has become an important channel for consumers. At the same time, online shopping has such feature: shopping decisions and consumer experience are separated, which resulting in a large number of return problems caused by trade disputes, restricting the rapid development of online retailing. Therefore, study and analysis the impact of online retailers return policy on consumers, has become the focus of academia attention in recent years.
This study focused on the effect of online retailers return policy on consumer’s purchase intention. Specifically, based on Signal Theory, Justice Principle, PKM and S-O-R Model, this study regard Website Name Familiarity as a moderator variable, using 2 (Return Policy Leniency: restricted vs. lenient) x 2 (Website Name Familiarity: high vs. low) experiment, designing 4 different experimental situations, to examine the effect of return policy leniency on consumer’s perceived return policy fairness, perceived return policy believability and purchase intention. The conclusions are as follow:
1. Online retailers return policy leniency has positive relationship with consumers’, perceived return policy fairness and purchase intention, negative relationship with consumers’ perceived return policy believability.
2. Website Name Familiarity has a moderating effect on the relationship between return policy leniency and consumer’s purchase intention, and perceived return policy fairness, and perceived return policy believability.
3. There is a mediating effect of perceived return policy fairness between return policy leniency and consumer’s purchase intention. Perceived return policy believability doesn’t has mediating effect.
Finally, this study discusses the theoretical and managerial implications of the results.

Keywords: Return Policy, Perceived Return Policy Fairness, Perceived Return Policy Believability, Purchase Intention, Websites Name Familiarity

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重庆大学硕士学位论文

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目 录

目 录

中文摘要 ......................................................................................................................... I
英文摘要 ....................................................................................................................... III
1 绪 论 ..................................................................................................................... 1
1.1研究背景及问题的提出 ........................................................................................................ 1
1.1.1研究背景 ..................................................................................................................... 1
1.1.2研究问题的提出 ......................................................................................................... 3
1.2研究目的与意义 .................................................................................................................... 3
1.2.1研究目的 ..................................................................................................................... 3
1.2.2研究意义 ..................................................................................................................... 3
1.3研究方法、技术路线与内容框架 ........................................................................................ 4
1.3.1研究方法 ..................................................................................................................... 4
1.3.2主要内容 ..................................................................................................................... 4
1.3.3技术路线 ..................................................................................................................... 5
1.4创新点 .................................................................................................................................... 5
2 相关理论及文献综述 ...................................................................................................... 7
2.1相关概念 ................................................................................................................................ 7
2.1.1退货政策 ..................................................................................................................... 7
2.1.2网站名称熟悉度 ......................................................................................................... 7
2.1.3购买意愿 ..................................................................................................................... 8
2.2相关理论基础 ........................................................................................................................ 8
2.2.1信号理论 ..................................................................................................................... 8
2.2.2公平理论 ..................................................................................................................... 9
2.2.3说服知识模型 ........................................................................................................... 10
2.2.4 S-O-R模型 ................................................................................................................ 10
2.3国内外研究综述 .................................................................................................................. 12
2.3.1退货政策与购买决策关系研究 ............................................................................... 12
2.3.2退货政策与商品评价关系研究 ............................................................................... 12
2.3.3退货政策与退货行为关系研究 ............................................................................... 13
2.3.4退货政策与成本利润关系研究 ............................................................................... 13
2.3.5调节因素对退货政策作用效果的影响 ................................................................... 14
2.3.6研究现状评述 ........................................................................................................... 14

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重庆大学硕士学位论文

3 研究假设及模型构建 .................................................................................................... 17
3.1研究假设 .............................................................................................................................. 17
3.1.1退货政策与购买意愿 ............................................................................................... 17
3.1.2退货政策与感知公平 ............................................................................................... 17
3.1.3退货政策与感知可信度 ........................................................................................... 18
3.1.4网站名称熟悉度的调节作用 ................................................................................... 18
3.1.5感知公平与感知可信度的中介作用 ....................................................................... 19
3.1.6假设汇总 ................................................................................................................... 20
3.2模型构建 .............................................................................................................................. 20
4 研究设计 .............................................................................................................................. 23
4.1实验设计 .............................................................................................................................. 23
4.1.1实验对象 ................................................................................................................... 23
4.1.2实验产品 ................................................................................................................... 23
4.2变量操控与测量 .................................................................................................................. 24
4.2.1退货政策宽松程度的操控与测量 ........................................................................... 24
4.2.2网站名称熟悉度的操控与测量 ............................................................................... 25
4.2.3感知公平的测量 ....................................................................................................... 26
4.2.4感知可信度的测量 ................................................................................................... 27
4.2.5购买意愿的测量 ....................................................................................................... 27
4.3实验准备 .............................................................................................................................. 27
4.2.1实验材料 ................................................................................................................... 27
4.2.2问卷设计 ................................................................................................................... 29
4.2.3实验流程 ................................................................................................................... 29
4.4预实验分析 .......................................................................................................................... 29
4.4.1信度分析 ................................................................................................................... 30
4.4.2效度分析 ................................................................................................................... 31
4.4.3变量操控检验 ........................................................................................................... 34
5 数据分析 .............................................................................................................................. 37
5.1实验样本分析 ...................................................................................................................... 37
5.2信度分析 .............................................................................................................................. 38
5.3效度分析 .............................................................................................................................. 39
5.3.1网站名称熟悉度的效度分析 ................................................................................... 40
5.3.2退货政策宽松程度的效度分析 ............................................................................... 40
5.3.3感知公平的效度分析 ............................................................................................... 41

VI

目 录

5.3.4感知可信度的效度分析 ........................................................................................... 42
5.3.5购买意愿的效度分析 ............................................................................................... 42
5.4变量操纵检验 ...................................................................................................................... 43
5.4.1退货政策宽松程度的操控检验 ............................................................................... 43
5.4.2网站名称熟悉度的操控检验 ................................................................................... 44
5.5相关分析 .............................................................................................................................. 45
5.6假设检验 .............................................................................................................................. 45
5.6.1主效应检验 ............................................................................................................... 45
5.6.2调节效应检验 ........................................................................................................... 50
5.6.3回归分析 ................................................................................................................... 55
5.6.4中介效应检验 ........................................................................................................... 55
6 结论与展望 ......................................................................................................................... 59
6.1研究结果与讨论 .................................................................................................................. 59
6.2研究的理论贡献 .................................................................................................................. 61
6.3研究的营销启示 .................................................................................................................. 61
6.4研究的局限及展望 .............................................................................................................. 62
致 谢 ....................................................................................................................................... 63
参考文献 ....................................................................................................................................... 65
附 录 ....................................................................................................................................... 73
A. 调查问卷 .............................................................................................................................. 73
B. 作者在攻读硕士学位期间发表的论文 .....................................