Effect Of Shopping Online Return Based On Various Reasons On Post-purchase Behavior Of Consumers

With the rapid development of the Internet and improvement of express delivery service quality,more and more consumers involved in online shopping.Online shopping has become an indispensable part in our lives and is constantly changing our way of life.With the rapid develop of online shopping at the same time,the return behavior has also been highlighted,and the influences of return on the merchants can not be overlooked.While return behavior is unavoidable,it can reduce the negative behavior of consumers by improving the way of merchants dealing with return behavior.Researchers have done a lot of research on the causes of consumer return,but lack of systematic analysis of the reasons,and the specific analysis of the effect of consumer return based on different reasons on post-purchase behavior of online shopping did not propose targeted solutions.On the basis of summing up the previous studies,this paper divides the reasons of return behavior into three categories,merchants,individuals and courier companies.The reason of the merchants aspect has the reasons for the goods(counterfeit/defective/poor quality/inconsistent with the site publicity/actual size and labeling specifications are inconsistent),service reasons(not timely deliver/communication is not timely),price reasons(higher prices than similar products/price declines)and reasons for good faith(concealment of information/failure to fulfill commitments/fraud).Personal reasons have personal preferences change,personal expectations increase,personal economic conditions deteriorate,personal choose errors(specifications,models,colors,etc.not meeting their own requirements)and the impact of people around.The reason of the courier companies aspect mainly has because the delivery is not timely,poor service attitude,not sent to the designated or agreed location and damaged items.Post-purchase behavior is mainly divided into positive behavior(positive reputation and repurchase intention)and negative behavior(negative word of mouth and conversion intention).In this paper,the questionnaire survey method was used to evaluate the impact of the return behavior on the behavior of consumers after the online shopping of consumers based on business reasons,personal reasons and courier companies.This article evaluated respectively the effect of consumer return based on different reasons on post-purchase behavior of online shopping by questionnaires.There were three aspect of reasons:merchants,individuals,and courier companies.Results showed that returned based on different reasons have different effect on post-purchase behavior.As follows:reason for return that effected the positive consumer behavior(positive word of mouth and repurchase intention)sequentially was personal reasons,the courier company reasons and merchants reason.Reason for return that effected the negative consumer behavior(negative word of mouth and conversion intention)sequentially was merchants reason,the courier company reasons and personal reason.Meanwhile,the researchers also evaluated the regulating effect of the purchase history on post-purchase behavior.Customers of online shopping do return for a variety of reasons,and the effect of consumer return based on different reasons on post-purchase behavior of online shopping can not be exactly the same,so the network company should take different management strategy for different reasons of consumers return.On the basis of this,this paper explores the influence of consumers on the behavior of post-purchase behavior based on different reasons through the empirical research method,and provides theoretical guidance and further enriching the relevant theories for the online sales company to deal with consumer return behavior.