The Influence Factors Of Customer Satisfaction With Online Returns Under The Mediation Effects Of Merchants Type

With the rapid development of the Internet,online shopping has been greatly popularized because of its convenience.Shopping on the Internet has been recognized by the vast numbers of consumers.At the same time,online stores are booming,more and more consumers are willing to buy the products they need through the internet.However,some problems of online shopping are gradually revealed.One of the most important is products return.As the online shopping is limited by space,consumers can not personally experience products or services,the rate of return online shopping is very high.When the customer’s shopping experience is unsatisfactory,merchant can eliminate the impact of service failure and enhance the customer’s repostpurchase intention through using the return service as a remedial measure.In previous studies,some scholars have pointed out that the return service of site has an important influence on customer loyalty.Some researches also point out that customer satisfaction has an important influence on customer’s repurchase intention.There are many similar studies,but these studies usually have the research in the same network environment.Few studies involving the first platform sellers and the third party sellers at the same time.When we buy the products fron Jingdong,Amazon,Suning and other shopping websites,we will find that these platforms have both proprietary products and the goods from the third party sellers.There are some difference in return service of these two kinds of products.The return service of proprietary products is responsed by the platform;then the return service of the third party sellers is is responsed by the sellers themselves.In this research,we use the Jingdong website as an example to study the consumer performance in these two return situations.We study separately the impact of return service quality,prior service experience and customer efforts on customer perceived value in these two cases.Then we study the difference between them.We have received 380 valid questionnaires of Jingdong proprietary st ore and 175 valid questionnaires of Jingdong the third party stors.We use SPSS19.0 and Smart PLS2.0 statistical software to analyze the data and test the hypothesis.The study found that in the two cases,the service recovery quality,the prior service experience and the customer efforts are still the important factors that affect the customer satisfaction and repurchase intention.When we use business type as the regulated variable,we found that the regulation function between service recovery quality and customer perceived value is not significant.However,the type of business has a certain influence on the relationship between previous service experience and customer perceived value,and it as the same to the relationship between customer effort and customer perceived value.In the case of Jingdong’s third party stores,the impact of prior service experience on customer perceived value will be stronger than that of Jingdong,while the impact of customer effort on customer perceived value will be decrease.The research can provide reference for the compony who wants to improve customer satisfaction and repurchase intention,and help them to do a good job of return service.