Analysis On The Demand Of Consumers' Return

Since the 21 st century, e-commerce industry is developing rapidly in China. Along with the maturity of e-commerce technology and the expansion of the scale, the high return rate of online shopping has become a bottleneck restricting the development of e-commerce. In an increasingly competitive environment, many B2 C platforms have made themselves to enhance their ability about return as an important way to increase customer satisfaction and enhance their core competitiveness. Electronic products are one of the special commodities which are expensive and easy to damage, and their return activities under the e-commerce environment is an area of which both buyers and sellers are concerned about, so make electronic products as the starting point for the study of consumer’s demand of online shopping return has many advantages. For consumers, it can help them to choose suitable B2 C platform according to their own needs, and for B2 C platforms, it provides a reliable basis for the improvement of return service of electronic products and helps to reduce the total cost of the return better by reducing the return rate of electronic products, and for the society, it helps to enhance the reverse logistics and reduce waste of resources.Based on the return process of online shopping and the characteristics of consumer demand for online shopping return activities and the characteristics of electronic products, and according to the principles of the system of needs, so determined the table about consumer demand for online shopping return which took electronic products as an example and contained 6 dimensions and 23 indicators. The table included professional capacity for electronic products, and time ability, flexible ability, empathetic ability, information ability and compensate ability for most ordinary products. Then took the table as a basis for the design of the Kano questionnaire. According to data collected by questionnaires, took the reliability analysis and validity analysis of the demand table to verify the feasibility and comprehensiveness of this demand table.Firstly, the paper made the qualitative analysis for the Kano model which was established, and got the qualitative Kano classification and the importance degree of the demand indicators. Then analyzed the shortcomings of qualitative analysis of Kano model. In order to overcome the shortcomings, this paper researched results of domestic and foreign experts,and took the results as the basis to design an improved quantitative analysis method of Kano model.At the same time got quantitative Kano classification and priority of demand indicators. Finally, made some recommendations for B2 C platforms to improve the quality of electronic products return service.This paper selected Jingdong Mall, Tmall, Suning Mall and Amazon China as a case study, and based on the demand table which was established and these four B2 C platforms return policies, processes and reputation and evaluation of consumers, and accessed the quality of return service of electronic products of these four B2 C platforms in turn. By means of quantitative indicators,got the order of quality of electronic products return service of four B2 C platform: Amazon China> Suning Mall> Jingdong Mall> Tmall. So provided consumers with a basis when select B2 C platform to buy electronic products. Finally, according results of evaluation, made some recommendations for Jingdong Mall, Tmall, Suning Mall and Amazon China to improve the quality of electronic products return service. Suning Mall and Amazon China to to improve the quality of electronic products return service in turn.