本文選題：電子商務(wù) + 退貨服務(wù)��； 參考：《哈爾濱商業(yè)大學》2017年碩士論文

【摘要】：隨著電子商務(wù)市場蓬勃發(fā)展,但電商在過往最大問題就是流量成本高昂,毛利低下,同質(zhì)化嚴重造成客戶重購率較低,同時目前退貨問題是2015年上半年"中國網(wǎng)絡(luò)零售十大熱點被投訴問題之一,嚴重影響了高端用戶的需求。退貨意味著對購買到的產(chǎn)品不滿,那么對于電商而言,是否提供優(yōu)良的退貨服務(wù),顧客就愿意與賣家達成更多交易的意向,并且什么因素對消費者行為具有顯著作用,這是一個值得探討地問題。在整理國內(nèi)外退貨服務(wù)及消費者購后行為文獻前提下,根據(jù)退貨服務(wù)理論、購后行為理論,對電商環(huán)境下退貨服務(wù)對購后行為影響進行研究分析,依據(jù)理論回顧提出退貨服務(wù)質(zhì)量與購后行為之間的假設(shè),提出關(guān)系假設(shè)和概念模型。介紹了調(diào)查問卷的調(diào)研方式,問卷結(jié)果的整理;使用spss22.0統(tǒng)計軟件,分析問卷設(shè)置是否合理,問卷的結(jié)果是否真實可靠,確定最終正式問卷的測量題項。以電商環(huán)境下的網(wǎng)購消費者為樣本對象,運用結(jié)構(gòu)方程模型分析退貨服務(wù)質(zhì)量與顧客滿意、顧客抱怨、重購意向的關(guān)系程度,并且論述了用結(jié)構(gòu)方程模型對框架進行測評的結(jié)果,同時討論假設(shè)檢驗結(jié)果,并據(jù)此提出一些對策建議。退貨雖然代表商家所售商品不符合顧客心意,但良好的退貨服務(wù)有助于重塑顧客的滿意感和重購意向;在線企業(yè)注重退貨反應(yīng)時效性,有利于很好地化解顧客抱怨;同時需要識別和區(qū)分顧客退貨的不同原因,因偏好原因退貨的顧客重購意愿相對更強�；谏鲜龆ㄐ院投糠治�,提出了一些如何提高退貨服務(wù)的建議,為企業(yè)經(jīng)營決策提供幫助。
[Abstract]:As the e-commerce market flourishes, the biggest problem with e-commerce in the past has been the high cost of traffic, low gross margins, and serious homogeneity, resulting in a low rate of customer rescheduling. At the same time, the issue of return is one of the top ten hot spots of online retail in China in the first half of 2015, which has seriously affected the demand of high-end users. Return means dissatisfaction with the purchased product, so for e-commerce, whether to provide a good return service, the customer is willing to enter into more transactions with the seller, and what factors have a significant impact on consumer behavior, This is a question worth exploring. On the premise of sorting out the domestic and foreign return service and consumer post-purchase behavior literature, according to the return service theory and the post-purchase behavior theory, this paper studies and analyzes the effect of return service on the post-purchase behavior under the environment of e-commerce. According to the theoretical review, the hypothesis between the quality of return service and the behavior after purchase is put forward, and the relational hypothesis and conceptual model are put forward. This paper introduces the survey method of the questionnaire and the arrangement of the results of the questionnaire, analyzes whether the setting of the questionnaire is reasonable, whether the results of the questionnaire are true and reliable, and determines the measurement items of the final formal questionnaire by using the spss22.0 statistical software. Taking the online shopping consumers in the e-commerce environment as the sample object, the relationship between the quality of return service and customer satisfaction, customer complaint and repurchase intention is analyzed by using the structural equation model, and the relationship between the quality of return service and customer satisfaction, customer complaint and repurchase intention is analyzed. The results of evaluating the frame by using the structural equation model are discussed, and the results of hypothesis test are discussed, and some countermeasures and suggestions are put forward. Although the goods sold on behalf of the merchants are not in line with the customer's wishes, good return service will help to reshape the customer's satisfaction and re-purchase intention, and the online enterprises will pay attention to the timeliness of the return reaction, which will help to resolve the customer's complaint. At the same time, it is necessary to identify and distinguish the different reasons of customer return. Customers who return goods because of preference are more willing to repurchase. Based on the above qualitative and quantitative analysis, some suggestions on how to improve the return service are put forward.
【學位授予單位】：哈爾濱商業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.55;F724.6

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