| China’s B2C e-commerce websites have developed rapidly in recent years. Online shopping development speed is also quickly. Shopping website competition tendency becoming more and more intensely, a lot of logistics company joined the e-commerce camp. In Today’s increasingly fierce competition in the online shopping market realizing online shopping failure influence on online shopping attitude and consumer perceptions of online shopping process timely, is good for B2C e-commerce enterprises in improving product and service quality and then enhance the business competitiveness. In this paper, author combined consumer experience when online shopping, taking online shopping failure and Return & Exchange as independent variables, taking online shopping attitude as a dependent variable, exploring the path relationship between the independent variable and the dependent variable. Using the model to help business managers understand customer behavior intention to probing the future direction of e-commerce market and to help businesses better respond to market changes. This article is in the background of online shopping. Studying how consumer online shopping influence on Return & Exchange online shopping attitude. The purpose of this study are two-fold, on the one hand, further enriching the marketing theory, on the other hand, offering some good advices for e-commerce businesses to improve market competitiveness.The main contents are as follows:The first chapter introduces the background of the domestic online shopping, significance and research framework. In second chapter, some literature reviews on customer satisfaction theory, attitudes and intentions theory, online shopping failure theory, Return & Exchange theory, risk and trust theory. In the third chapter, author propose three hypotheses in reference to previous studies and make a conceptual structural equation model. The fourth chapter describes the article data sources and methods of questionnaire survey. The fifth chapter is a part of empirical research. In this chapter, author analyze the reliability, validity and model fit and test the three hypothesis. In the last chapter, author summary the contents of the previous five chapters, analysis of the results of hypothesis testing, provide some good advices to e-commerce businesses. The conclusions of this study are as follows:Online shopping failure have significant positive impact on the Return & Exchange. Online shopping failure has a negative impact on online shopping attitudes, but the impact was not significant. Return & Exchange have a negative effect on online shopping attitude, the impact was not significant.Structural equation modeling, AMOS and SPSS technology are used in this study. The innovation of this study are those:first, Combining with some internet users posted online shopping cases, author made a definition of online shopping failure, distinguishes the online shopping failure with consumer buy inappropriate products for their own reasons; second, build a structural equation model that contain three latent variables, the three latent variables are online shopping failure, Return & Exchange and online shopping attitude, then verify the structural equation model. |
