网店信息与再购难度对购后失调的影响——兼论再购难度和订单交付的调节作用

The Influence of Online Store Information and Repurchase Difficulty on Post Purchase Dissonance——the Moderator Function of Repurchase Difficulty and Order Delivery

网购退货现象日趋严重困扰着智慧时代网购模式的理论发展和管理实践,而购后失调却是引发这种现象的重要诱因。以信号传递理论为基础,引入再购难度作为重要的调节变量构建调节效应模型并进行实证检验,研究结果表明,网店信息对购后失调具有负向影响作用,再购难度调节网店信息对购后失调的负向影响,订单交付、再购难度和网店信息三项交互联合影响网络购后失调。网络商家应顺应消费者从外在信息到内在信息的信息整合机制及实现路径,将管理重点放在整合网店界面信息、优化网站平台管理模块和进一步优化物流服务过程三个方面,从而强化网店信息、再购难度和订单交付对消费者购后失调的各种影响作用,进而控制消费者退货行为的发生,提升网络商家管理水平及经营效益。

The increasingly serious return of online shopping has become the significant trouble hindering the theoretical development and management practice of online shopping in the era of smart;and post purchase dissonance is the important inducement for this phenomenon.Taking signal transmission theory as the basis,by introducing repurchase difficulty as the moderator function,the authors establish a moderator effect model and carry out the empirical test.It is found that:online store information has the negative effect on post purchases dissonance;repurchase difficulty moderates the negative effect of online store information on post purchase dissonance;and order delivery,repurchase difficulty and online store information interactively and coordinately has impact on post purchase dissonance.Online sellers should be suitable to consumers’information integration mechanism and the realization path of that,pay more attention to the integration of online store interface,the optimization of online platform management module,and the further optimization of logistic service process to strengthen the function of online information,repurchase difficulty and order delivery on consumers’post purchase dissonance,control the problem of return,and improve online sellers’management level and profit.