基于SOR理论的网络退货政策宽松度对消费者购买意愿影响机理研究

Research on The Impact of The Online Return Policy Leniency on Consumer Purchase Intention Based on SOR Theory

本文以SOR(刺激-感知-反应)理论为框架,构建了网络退货政策宽松度对消费者购买意愿的影响机理模型,运用结构方程模型方法进行了实证检验,并按照消费者性别和收入水平进行了分组对比分析。研究结果表明:网络退货政策宽松度不仅对消费者购买意愿有正向的直接影响,还能够通过感知商品质量对其产生显著的间接影响;而感知购物风险对消费者购买意愿的影响并不显著,同时感知商品质量也无法显著影响感知购物风险,因此网络退货政策宽松度不能够通过感知购物风险来影响消费者购买意愿;此外,网络退货政策宽松度对男性消费者购买意愿的影响要大于女性消费者,对高收入水平消费者的影响要大于低收入水平消费者。

Using SOR theory as a framework, the paper builds an influence mechanism model of online return policy leniency on consumer purchase intention, uses SEM method to the empirical test, and according to sex and income level, makes group comparative analysis. The research results show that online return policy leniency not only has a direct positive impact on consumer purchase intention, but also has a significant indirect impact on it through perceived goods quality. But, perceived purchase risk has no significant influence on consumer purchase intention, and at the same time, perceived goods quality has no significant impact on perceived purchase risk as well. So online return policy leniency cannot have effect on consumer purchase intention through perceived purchase risk. In addition, the impact of online return policy leniency on purchase intention for men is greater than women and is also greater in consumers who have high income level.