A Research Of Return Policy Based On The Cross-border E-commerce Situation Analysis

At present,cross-border e-commerce is flourishing on a global scale and it is also in full swing in China.From the relevant government departments,to some companies and even ordinary consumers,they all have given attention to the cross-border e-commerce.However,due to that the cross-border e-commerce is new-developing and its complexity,it is not easy to us from an overall perspective to grasp the development context and direction of crossborder e-commerce.Therefore,I did the following research.On the one hand,I collected data from all the players of China's cross-border E-commerce by Internet searching,in-depth interviews and focus groups methods.And the grounded theories method was used to analyzed the data which was all transferred in to text.Undergoing the processing of Open coding,Axial coding and Selective coding,a China's Cross-border E-commerce current situation model was constructed.Moreover,some explanations about the relationships in the new-constructed model were given based on the Neoclassical Economics,the Hedonomics and the Innovation Economics theories to reveal the economic significance behind the phenomenon of the development of China's crossborder E-commerce.And some advice was provided to the China's government to help them establishing policy to promote the development of the economics.Through the research some challenges faced by Cross-border E-commerce was revealed.On the other hand,the challenges of the lack of trust and the return problems in the Crossborder E-commerce cause the dilemma faced by the Cross-border E-commerce retailers in formulating the return policies.Looking at this dilemma,I did some literature research about the return policy and developed the hypothesizes of the relationship between return policy and the viewed-to-buy rate based on signal theory and perceived control theory.Some transaction data of e Bay was obtained from the working of a web-spider to test whether the hypothesizes is true or not.Finally,I found that the influence of return policy to viewed-tobuy rate in Cross-border E-commerce is not as strong as that in Domestic E-commerce.So,to gain the better profit,the retailers in Cross-border E-commerce should tighten the return policies appropriately.In addition,I also found that consumers are not sensitive to the price of i Phone 7 Plus which is sold in e-Bay and that the seller's reputation has a significant impact on consumer's purchase behavior.This study investigated the Cross-border E-commerce from both macro and micro perspectives.To some extent,it is valuable for the relevant government departments,the Cross-border E-commerce retailers and the Cross-border E-commerce researchers.