Product Involvement Degree Of Online Consumer Research On The Effects Of Return Of The Decision Which Based On Escalation Of Commitment Perspective

As the popularity of the Internet and the constant improvement of information technology in recent years, Internet has deeply rooted in People’s Daily life, online shopping has become a trend gradually.Along with the change, return reverse logistics problems in online shopping has become focus of people’s research.Many scholars believe that most of the electronic commerce environment of reverse logistics are due to return of reverse logistics, and the return of goods most has not used, all they can the secondary sales.Although studies have shown the product involvement degree of online consumer decision, but returns for online consumers decision-making research is relatively scarce.Prospect theory is that consumers in the process of decision-making, considering the size of the loss is bigger than the same size of profit brings to the individual utility value, and the utility value is negative, consumers will try our best to avoid the loss, resulting consumer’s commitment to its individual decision-making behavior to upgrade.In this article, we will promise escalation of commitment as regulating variable,which is introduced into the degree of product involvement and online consumers return decision-making research, to understand the escalation of commitment’s different factors how influence on the decision-making behavior of online consumer return with adjustment.Based on this, the article will be to discuss the neutrality point as the basis of research, in order to online sellers, especially the development of online retail business enterprise.Article on the basis of the review of the literature of related research from the following several aspects:First, this paper introduces the previous scholars study the degree of involvement with the product, and this article defined the concept of the product involvement degree, put forward the measure dimensions of product involvement degree, including the importance, hedonic, symbolic and risk;Second, comprehensive review of existing research on commitment escalation the representative literature and the book, draw lessons from the past scholars to standards, the classification of escalation of commitment dimensions include monetary sunk costs and behavioral sunk costs;Third, in return for the consumer research, after finishing the centerline of the defined in this paper, the concept of the return of the consumer decision-making, selected the transformation behavior, external and internal dimensions as online consumers return decisions;Fourth, build the escalation of commitment,the degree of product involvement and online consumers return decision-making model of relationship and escalation of commitment as a moderator variable, put forward the research hypothesis, to define and measure the variables in the model;Finally, through the questionnaire survey to collect sample data, and using SPSS 19.0 and Lisrel8.7 software to verify the data statistical analysis model.In the study mainly the following aspects conclusions:(1) product involvement and escalation of commitment and the division of online consumers return decision-making dimension is suitable for the study of online consumers return decisions;(2) the escalation of commitment,the degree of involvement with the product and the consumer return decision-making relationship has regulatory role.Among them, the escalation of commitment,the degree of involvement with the product and transformation behavior and internal reaction was positively to adjust action;And the degree of involvement with the product and the external reaction negatively to adjust.(3)advice the buyers use different ways to avoid their irrational shopping behavior; and the sellers could use the buyers’escalation of commitment behavior to avoid their irrational return decision-making.