退货运费险对网购消费者购买意愿的影响

Influence of insurance of return-of-goods freight on purchase intention of online consumers

随着网购市场竞争的日趋激烈,退货运费险作为一种新的销售额增长手段应运而生。基于之前的研究成果,对退货运费险的作用机理进行探索性研究,结果发现退货运费险能够显著降低消费者的感知风险,提高信任水平,进而对消费者的购买意愿产生积极影响。在此基础上,结合网购实际情况,将信誉等级、价格和退货运费险呈现方式引入研究之中,并对其进行较为详细的分析,结果发现三者均对消费者的购买意愿产生了不同程度的调节作用,并据此提出C2C商家应根据自身信誉等级和出售商品的价格水平选择合理的退货运费险策略,以便在提高销售额的基础上尽可能地降低经营成本。

With the increasingly fierce online shopping market competition, return-of-goods freight insurance has emerged as a new sales grow th means. The exploratory research on the mechanism of the return-of-goods freight insurance is carried out based on previous research. It is found that the perceived risk of consumers is significantly reduced,the level of trust is improved by the insurance; and thus the insurance has a positive effect on consumer purchase intention. Based on that,the credit rating,price and the presentation modes of insurance is introduced into the research,and detailed analysis is done,w ith the combination of the practical situation of online shopping. The results show that the three had different degrees of adjustment on the purchase intention of consumers. It is proposed that C2 C merchants should choose proper strategies according to their credit rating and the prices of goods,so as to increase sales as much as possible to reduce operating costs.