網(wǎng)店信息與再購難度對購后失調(diào)的影響——兼論再購難度和訂單交付的調(diào)節(jié)作用
發(fā)布時(shí)間：2018-04-25 04:01
本文選題：網(wǎng)購?fù)素?/strong> + 購后失調(diào)��； 參考：《中國流通經(jīng)濟(jì)》2017年08期
【摘要】：網(wǎng)購?fù)素洭F(xiàn)象日趨嚴(yán)重困擾著智慧時(shí)代網(wǎng)購模式的理論發(fā)展和管理實(shí)踐,而購后失調(diào)卻是引發(fā)這種現(xiàn)象的重要誘因。以信號(hào)傳遞理論為基礎(chǔ),引入再購難度作為重要的調(diào)節(jié)變量構(gòu)建調(diào)節(jié)效應(yīng)模型并進(jìn)行實(shí)證檢驗(yàn),研究結(jié)果表明,網(wǎng)店信息對購后失調(diào)具有負(fù)向影響作用,再購難度調(diào)節(jié)網(wǎng)店信息對購后失調(diào)的負(fù)向影響,訂單交付、再購難度和網(wǎng)店信息三項(xiàng)交互聯(lián)合影響網(wǎng)絡(luò)購后失調(diào)。網(wǎng)絡(luò)商家應(yīng)順應(yīng)消費(fèi)者從外在信息到內(nèi)在信息的信息整合機(jī)制及實(shí)現(xiàn)路徑,將管理重點(diǎn)放在整合網(wǎng)店界面信息、優(yōu)化網(wǎng)站平臺(tái)管理模塊和進(jìn)一步優(yōu)化物流服務(wù)過程三個(gè)方面,從而強(qiáng)化網(wǎng)店信息、再購難度和訂單交付對消費(fèi)者購后失調(diào)的各種影響作用,進(jìn)而控制消費(fèi)者退貨行為的發(fā)生,提升網(wǎng)絡(luò)商家管理水平及經(jīng)營效益。
[Abstract]:The phenomenon of online purchase and return is seriously perplexing the theoretical development and management practice of online purchase mode in the wisdom era, but the imbalance after purchase is an important inducement of this phenomenon. Based on the signal transmission theory, this paper introduces the difficulty of repurchase as an important adjustment variable to construct the adjustment effect model and make an empirical test. The results show that the online store information has a negative effect on the post-purchase maladjustment. Repurchase difficulty adjusts the negative influence of online store information on post purchase disorder, order delivery, repurchase difficulty and online store information interaction affect online post purchase disorder. Network merchants should conform to the information integration mechanism and realization path of consumers from external information to internal information, and focus on integrating the interface information of online store, optimizing the management module of website platform and further optimizing the process of logistics service. So it can strengthen the information of online store, the difficulty of repurchase and the effect of order delivery on the disorder of consumers after purchase, and then control the occurrence of consumers' return behavior, and improve the management level and management efficiency of online merchants.
【作者單位】： 河北科技大學(xué)經(jīng)濟(jì)管理學(xué)院;
【基金】：國家社會(huì)科學(xué)基金項(xiàng)目:“基于消費(fèi)者退貨行為的電商企業(yè)策略優(yōu)化研究”(15CGL075) 河北省高校學(xué)科拔尖人才選拔與培養(yǎng)計(jì)劃資助項(xiàng)目(SLRC2017010) 河北科技大學(xué)博士科研啟動(dòng)基金項(xiàng)目“基于演化博弈的京津冀一體化下河北省供應(yīng)鏈融資服務(wù)模式?jīng)Q策模型分析”(QD201513)
【分類號(hào)】：F713.36
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本文編號(hào)：1799642
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