网购顾客主观退货意愿度量及其与消费行为相关关系

Measurement of Subjective Return Intention of Online Customer and the Relationship with Consumption Behavior

针对网络购物退货行为,从消费者个体差异角度提出主观退货意愿的概念。基于计划行为理论,从态度、主观规范和感知控制三个维度探索主观退货意愿的影响因素,借助因子分析构建网购主观退货意愿测量体系,探讨主观退货意愿及其各子维度与消费行为变量的相关关系,挖掘反映顾客网购退货风险的消费痕迹强信号,研究结果表明:顾客主观退货意愿可以借助无理由退货态度、社会压力、亲友支持和感知控制4个维度、11个指标加以度量,主观退货意愿及其子维度变量与顾客退货险购买行为、网购频率、购物平台访问习惯、产品评价浏览行为、产品挑选等消费行为显著相关,其中退货险购买频率、网购频率、网购平台访问习惯三种消费行为可以作为数据挖掘的重点指标,以便于对顾客退货风险进行分析预判,制定差异化的退货服务策略,更好地服务于网络顾客。

Concerning product return behavior in online consumption,the author puts forward the definition of objective return intention from the angel of consumers’individual differences.Based on the theory of Planned Behavior(TPB),and with the help of factor analysis,the author establishes a measurement system for online customers’subjective return intention from such three dimensions as attitude,subjective norm and perception control,explores the relation among subjective return intention,the related sub-dimensions,and consumption behavior variables,and explores the strong signals that can be used totrack consumption involving the risk of return.It is found that:first,customers’subjective return intention can be measured by11indicators of such four dimensions as return attitude,social pressure,support from relatives and friends,and perception control;and subjective return intension and the sub-dimensions is significantly correlated with some consumption behaviors,and among all these behaviors,the purchasing frequency of return insurances,online shopping frequency,and customers’habit invisiting online shopping platforms can be used as the important in dicators for data mining.