退货政策宽松度、服务创新与消费者购买意愿——知识共享的调节作用

Return Policy Leniency, Service Innovation and Consumer Purchase Intentions——The Moderating Role of Knowledge Sharing

文章基于信号理论,采用问卷调查的方法,实证研究退货政策宽松度与购买意愿之间的关系,并重点分析服务创新的中介作用以及知识共享的调节效应。通过对225份样本数据进行统计分析,研究结果表明:退货政策宽松度对消费者购买意愿具有显著的正向影响;退货政策宽松度能通过服务创新间接正向影响消费者购买意愿,服务创新在退货政策宽松度与消费者购买意愿关系中存在部分中介作用;知识共享正向调节退货政策宽松度与购买意愿的关系。

According to surveying 225 sample,this paper based on the signal theory,empirically researches the relationship among return policy leniency and consumer purchase intentions,particularly analyzes the mediating of service innovation between return policy leniency and consumer purchase intentions,and the moderating of knowledge sharing.The results show that:return policy leniency can directly promote consumer purchase intentions;return policy leniency can indirectly affect consumers'purchase intention through the mediator variable service innovation;knowledge sharing as the moderator variable has positive effect between return policy leniency and consumer purchase intentions.