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远程购物的兴起改变了消费者的购物模式,买卖双方物理上的距离增加了消费者鉴别商品的难度,因此,退货成为远程购物方式中不可忽略的问题。消费者退货原因通常可以分为产品质量问题和个人偏好问题,两种退货原因引起的退货在消费者退货责任归因、感知企业信任违背和消费者退货的后悔上均存在差异,另外,初次购买者和常客在这两种退货情况下对店铺总体评价和重购意愿也存在差异。
The rise of remote shopping has changed consumer shopping patterns. The physical distance between buyers and sellers has increased the difficulty of identifying products by consumers. Therefore, returning goods becomes a problem that can not be ignored in the long-distance shopping mode. The reasons for the return of consumers can usually be divided into product quality problems and personal preference problems, the return of two types of return causes the return of consumers attribution of responsibility, perception of corporate trust breach and return of consumers are regrettable differences, in addition, the initial purchase There are also discrepancies between shoppers’ general revaluation and repurchase intention in the two return scenarios.