Research On The Impact Of Site Presence And Commodity Information Content On Customer's Willingness To Return Intention

With the development of the Internet and the change of consumption mode,the online market in China has increased sharply,and online shopping accounts for more and more proportion of people's shopping choices.At the same time,with the expansion of the network market,the problems derived from online shopping,such as consumer complaints and returns,are becoming increasingly prominent.Return means the loss of profits,and will also bring to businesses such as logistics costs,damage costs increase.Therefore,in recent years,scholars have paid close attention to it.Through the establishment of mathematical models,the study of return policy and effective control,mainly from the return itself or results to improve,to improve customer satisfaction,the existing research through the establishment of mathematical models,the study of return policy and effective control,mainly from the return itself or the results to improve customer satisfaction.However,with the development of online shopping,The return rate continues to increase,indicating that there are other factors that have not been revealed in the return of products.Some scholars have pointed out that cognitive disorders are a driving factor affecting consumers' return,and cognitive disorders can be regarded as a direct influencing factor affecting the willingness to return goods.Then what factors will affect the level of consumer cognitive disorders and the resulting willingness to return goods.In this paper,the presence of the website,the content of commodity information(factual information,evaluation information,guarantee information),cognitive disorders(product maladjustment,emotional imbalance),return intention into the research model,with cognitive disorders as the intermediary,This paper studies the influence of website presence,commodity information content(factual information,evaluation information,guarantee information)on the willingness to return goods.Through questionnaire survey,SPSS19.0 and Amos21.0 are used to test the reliability and validity of the collected data.Construct and verify the structural equation model to explore the presence of the website and the content of commodity information(factual information,evaluation information,guarantee letter).Interest)the influence on consumers' willingness to return goods and the intermediary role of cognitive disorder.The results show that:(1)the presence of the website,the factual information has no direct and significant negative impact on the return intention,and the evaluation information and the guarantee information have a direct and significant negative impact on the return intention.(2)the presence of the website,The content of commodity information(factual information,evaluation information,guarantee information)has a significant negative impact on cognitive disorders(product disorders,emotional disorders).(3)Cognitive disorders(product disorders,Emotional disorder has a significant positive impact on the willingness to return goods.(4)Cognitive disorders in the sense of presence of the website,commodity information content(factual information,evaluation information,guarantee information)to return the intention of the goods.(4)Cognitive disorders in the website presence,commodity information content(factual information,evaluation information,guarantee information)May China play an intermediary role.