Research On The Impact Of Returns Service On Consumers' Post-purchase Behavior Under The Electronic Commerce Environment

With the development of e-commerce market,the biggest problem is the high cost of traffic and the gross profit is low.Also serious homogenization causes low customer repurchase rate.Meanwhile,the current return problem is one of Chinese retail network hot ten complaints in the first half year of 2015.Return means the consumer is not satisfied with the products.For the electricity suppliers,if they provide excellent returns service,the customer is willing to have more deals with the sellers,and what factors have significant effect on consumer behavior,which is a problem worthy of discussion.Summarizing return service and consumer purchase behavior literature,we analysis the influence of return service on post purchase behavior under e-commerce environment?consumer purchase behavior?marketing function analysis?return service problems,and show the necessity of return service for consumers' post purchase behavior.Then according to the theoretical review,the assumptions between returns service quality and behavioral are proposed.The questionnaire and data collection are introduced.Using the spss22.0 we test the pre-survey questionnaire data,and determine the measurement items of the final formal questionnaire.Using online shopping consumers as samples,we use the structural equation model to analyze the relationship between return service quality?customer satisfaction?customer complaints and repurchase intention.Also the results of structural equation model are discussed and some countermeasures and suggestions are put forward.Although the return of goods means the goods do not meet customers' mind,but a good return service will help restore customer satisfaction and repurchase intention.Online companies focus on return reaction time,which can effectively resolve customer complaints;and the different causes of customer return are needed to identified and distinguished,and customer's repurchase intention is relatively stronger who returns the goods because of the reason of preference.Based on the above qualitative and quantitative analysis,and we put forward some suggestions on how to improve the return service,which can help the business decision-making.