情境规范对认知失调与网购退货意愿关系的作用机理探析

Effect of Situational Normality on the Relationship between Cognitive Dissonance and Online Product Returns Intention

通过将信任理论和认知失调理论应用于网购退货行为,揭示了顾客外在感知(情境规范)与内在价值认同(退货政策认可、产品熟悉)的交互调节机制,探讨情境规范对认知失调与退货意愿关系的调节作用、退货政策关注对调节作用的中介效应、以及产品熟悉度的再次调节效应。研究表明情境规范负向调节认知失调与退货意愿的正向关系;退货政策认可有利于弱化认知失调对退货意愿的积极作用,同时中介情境规范对二者关系的调节效应;顾客的产品熟悉度会再次调节情境规范的调节效应,当顾客对产品熟悉度高时,情境规范对认知失调与退货意愿关系的调节作用显著,反之不显著。

By applying the theory of trust and cognitive dissonance to the behavior of online product returns, this paper discusses the interactive mechanism between customer external perception（ situational normality） and intrinsic identity value （return policy recognition, product familiarity）. The moderation effect of situational normality on the relationship between cognitive dissonance and product returns intention, the mediation effect of return policy recognition on the moderation, and the dual moderation effect of product familiarity on the moderation have been analyzed. The results show that situational normality negatively moderates the relationship between cognitive dissonance and product returns intention. Return policy recognition can weakening the relationship between cognitive dissonance and product returns intention, and can mediating situational normality＇s moderation effect. Product familiarity will interfere with the moderation of situational normality. While with high product familiarity, the moderation effect of situational normality is significant, otherwise not significant.