策略性退货是网络购物独特的行为模式。现有研究普遍认为策略性退货会对企业产生不利影响,并从企业运营管理的角度,探讨如何减少消费者策略性退货行为,而忽视了策略性退货可能是增强消费者与企业关系的机会。本文从消费者的角度,基于消费者学习理论,以服装行业某销售商产品的消费者为研究对象,界定与量化策略性退货行为,基于改进的Pareto/NBD模型研究策略性退货消费者与未退货消费者购买率和流失率差异,并探讨交叉品类购买对上述差异的调节作用。结果表明,策略性退货消费者的购买率显著高于未退货消费者的购买率,而且策略性退货消费者的流失率显著低于未退货消费者的流失率。本研究同时发现,交叉品类购买对上述关系具有显著的负向调节作用:在无交叉品类购买的情况下,策略性退货消费者与未退货消费者无论是在购买率还是在流失率上差异均更加明显。本研究的结论不仅有助于丰富策略性退货相关理论研究,还对网络销售商运营管理具有重要实践启示。
“回家试穿”有用吗?——策略性退货与未退货消费者购买行为的比较研究
摘要
参考文献
1 陈明亮. 客户忠诚决定因素实证研究[J]. 管理科学学报,2003, 6(5): 72-78. DOI:10.3321/j.issn:1007-9807.2003.05.013
4 卢长宝. 消费者学习对销售促进效用影响研究[J]. 福州大学学报(哲学社会科学版),2005, (4): 41-45. DOI:10.3969/j.issn.1002-3321.2005.04.008
5 卢长宝, 冯仁炯. 消费者学习理论在市场营销领域的应用及展望[J]. 福州大学学报(哲学社会科学版),2008, (1): 14-19,112. DOI:10.3969/j.issn.1002-3321.2008.01.003
6 马少辉, 刘金兰. Pareto/NBD模型实证与应用研究[J]. 管理科学,2006, 19(5): 45-49. DOI:10.3969/j.issn.1672-0334.2006.05.007
7 迈克尔•R. 所罗门著, 卢泰宏, 杨晓燕译. 消费者行为学[M]. 8版. 北京: 中国人民大学出版社, 2009.
8 石文华, 蔡嘉龙, 绳娜, 等. 探究学习与在线评论对消费者购买意愿的影响[J]. 管理科学,2020, 33(3): 112-123. DOI:10.3969/j.issn.1672-0334.2020.03.009
10 王夏阳, 陈思霓, 邬金涛. 网络预售下消费者购买行为的影响因素分析——基于淘宝2018春夏女装的实证研究[J]. 南开管理评论,2020, 23(5): 4-15,40. DOI:10.3969/j.issn.1008-3448.2020.05.002
15 Akturk M S, Ketzenberg M, Heim G R. Assessing impacts of introducing ship-to-store service on sales and returns in omnichannel retailing: A data analytics study[J]. Journal of Operations Management,2018, 61(1): 15-45. DOI:10.1016/j.jom.2018.06.004
16 Anderson E T, Simester D. Advertising in a competitive market: The role of product standards, customer learning, and switching costs[J]. Journal of Marketing Research,2013, 50(4): 489-504. DOI:10.1509/jmr.11.0538
17 Bower A B, Maxham Ⅲ J G. Return shipping policies of online retailers: Normative assumptions and the long-term consequences of fee and free returns[J]. Journal of Marketing,2012, 76(5): 110-124. DOI:10.1509/jm.10.0419
18 De Langhe B, Fernbach P M, Lichtenstein D R. Navigating by the stars: Investigating the actual and perceived validity of online user ratings[J]. Journal of Consumer Research,2016, 42(6): 817-833. DOI:10.1093/jcr/ucv047
19 Dey D, Lahiri A, Liu D P. Consumer learning and time-locked trials of software products[J]. Journal of Management Information Systems,2013, 30(2): 239-268. DOI:10.2753/MIS0742-1222300209
20 Ertekin N. Immediate and long-term benefits of in-store return experience[J]. Production and Operations Management,2018, 27(1): 121-142. DOI:10.1111/poms.12787
21 Ertekin N, Ketzenberg M E, Heim G R. Assessing impacts of store and salesperson dimensions of retail service quality on consumer returns[J]. Production and Operations Management,2020, 29(5): 1232-1255. DOI:10.1111/poms.13077
22 Fader P S, Hardie B G S. Incorporating time-invariant covariates into the Pareto/NBD and BG/NBD models[EB/OL]. http://brucehardie.com/notes/019/time_invariant_covariates.pdf, August 2007.
23 Fox C R, Tversky A. Ambiguity aversion and comparative ignorance[J]. The Quarterly Journal of Economics,1995, 110(3): 585-603. DOI:10.2307/2946693
25 Goettler R L, Clay K. Tariff choice with consumer learning and switching costs[J]. Journal of Marketing Research,2011, 48(4): 633-652. DOI:10.1509/jmkr.48.4.633
26 Griffis S E, Rao S, Goldsby T J, et al. The customer consequences of returns in online retailing: An empirical analysis[J]. Journal of Operations Management,2012, 30(4): 282-294. DOI:10.1016/j.jom.2012.02.002
27 Gu J, Wang X L, Lu T. I like my app but I wanna try yours: Exploring user switching from a learning perspective[J]. Internet Research,2019, 30(2): 611-630. DOI:10.1108/INTR-07-2018-0310
28 He Q C, Chen Y J. Dynamic pricing of electronic products with consumer reviews[J]. Omega,2018, 80: 123-134. DOI:10.1016/j.omega.2017.08.014
29 Hong Y L, Pavlou P A. Product fit uncertainty in online markets: Nature, effects, and antecedents[J]. Information Systems Research,2014, 25(2): 328-344. DOI:10.1287/isre.2014.0520
30 Janakiraman N, Syrdal H A, Freling R. The effect of return policy leniency on consumer purchase and return decisions: A meta-analytic review[J]. Journal of Retailing,2016, 92(2): 226-235. DOI:10.1016/j.jretai.2015.11.002
32 Kamis A, Koufaris N, Stern T. Using an attribute-based decision support system for user-customized products online: An experimental investigation[J]. MIS Quarterly,2008, 32(1): 159-177. DOI:10.2307/25148832
34 Kim M K, Park M C, Jeong D H. The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services[J]. Telecommunications Policy,2004, 28(2): 145-159. DOI:10.1016/j.telpol.2003.12.003
35 Kumar V, Venkatesan R. Who are the multichannel shoppers and how do they perform? Correlates of multichannel shopping behavior[J]. Journal of Interactive Marketing,2005, 19(2): 44-62. DOI:10.1002/dir.20034
40 Matt C, Hess T. Product fit uncertainty and its effects on vendor choice: An experimental study[J]. Electronic Markets,2016, 26(1): 83-93. DOI:10.1007/s12525-015-0199-5
41 Mehta N, Chen X L, Narasimhan O. Informing, transforming, and persuading: Disentangling the multiple effects of advertising on brand choice decisions[J]. Marketing Science,2008, 27(3): 334-355. DOI:10.1287/mksc.1070.0310
42 Nagar V, Rajan M V. Measuring customer relationships: The case of the retail banking industry[J]. Management Science,2005, 51(6): 904-919. DOI:10.1287/mnsc.1050.0376
43 Narang U, Shankar V. Mobile app introduction and online and offline purchases and product returns[J]. Marketing Science,2019, 38(5): 756-772. DOI:10.1287/mksc.2019.1169
44 Petersen J A, Kumar V. Are product returns a necessary evil? Antecedents and consequences[J]. Journal of Marketing,2009, 73(3): 35-51. DOI:10.1509/jmkg.73.3.035
45 Platzer M, Reutterer T. Ticking away the moments: Timing regularity helps to better predict customer activity[J]. Marketing Science,2016, 35(5): 779-799. DOI:10.1287/mksc.2015.0963
46 Rao S, Rabinovich E, Raju D. The role of physical distribution services as determinants of product returns in internet retailing[J]. Journal of Operations Management,2014, 32(6): 295-312. DOI:10.1016/j.jom.2014.06.005
47 Reinartz W, Thomas J S, Bascoul G. Investigating cross-buying and customer loyalty[J]. Journal of Interactive Marketing,2008, 22(1): 5-20. DOI:10.1002/dir.20106
48 Reinartz W J, Kumar V. The impact of customer relationship characteristics on profitable lifetime duration[J]. Journal of Marketing,2003, 67(1): 77-99. DOI:10.1509/jmkg.67.1.77.18589
49 Sahoo N, Dellarocas C, Srinivasan S. The impact of online product reviews on product returns[J]. Information Systems Research,2018, 29(3): 723-738. DOI:10.1287/isre.2017.0736
50 Schmittlein D C, Morrison D G, Colombo R. Counting your customers: Who-are they and what will they do next?[J]. Management Science,1987, 33(1): 1-24. DOI:10.1287/mnsc.33.1.1
52 Shehu E, Papies D, Neslin S A. Free shipping promotions and product returns[J]. Journal of Marketing Research,2020, 57(4): 640-658. DOI:10.1177/0022243720921812
53 Shopify Plus. 2018 holiday ecommerce guide[EB/OL]. https://plusinfo.shopify.com/ guide-to-holiday-returns, 2021-03.
54 Steils N, Decrop A, Crié D. An exploration into consumers’ e-learning strategies[J]. Journal of Consumer Marketing,2019, 36(2): 276-287. DOI:10.1108/JCM-05-2017-2215
55 Tang H, Lin X W. Curbing shopping cart abandonment in C2C markets: An uncertainty reduction approach[J]. Electronic Markets,2019, 29(3): 533-552. DOI:10.1007/s12525-018-0313-6
56 Venkatesan R, Kumar V. A customer lifetime value framework for customer selection and resource allocation strategy[J]. Journal of Marketing,2004, 68(4): 106-125. DOI:10.1509/jmkg.68.4.106.42728
57 Villas-Boas J M. Consumer learning, brand loyalty, and competition[J]. Marketing Science,2004, 23(1): 134-145. DOI:10.1287/mksc.1030.0044
58 Walsh G, Brylla D. Do product returns hurt relational outcomes? Some evidence from online retailing[J]. Electronic Markets,2017, 27(4): 329-339. DOI:10.1007/s12525-016-0240-3
59 Walsh G, Möhring M. Effectiveness of product return-prevention instruments: Empirical evidence[J]. Electronic Markets,2017, 27(4): 341-350. DOI:10.1007/s12525-017-0259-0
60 Ward S, Wackman D. Family and media influences on adolescent consumer learning[J]. American Behavioral Scientist,1971, 14(3): 415-427. DOI:10.1177/000276427101400315
61 Wilson R T, Lohmeier J H, Lustick D S, et al. Using transit advertising to improve public engagement with social issues[J]. International Journal of Advertising,2021, 40(5): 783-809. DOI:10.1080/02650487.2020.1807230
62 Zhang J Z, Chang C W. Consumer dynamics: Theories, methods, and emerging directions[J]. Journal of the Academy of Marketing Science,2021, 49(1): 166-196. DOI:10.1007/s11747-020-00720-8
63 Zhou W Y, Hinz O. Determining profit-optimizing return policies: A two-step approach on data from taobao. com[J]. Electronic Markets,2016, 26(2): 103-114. DOI:10.1007/s12525-015-0198-6
引用本文
王茜, 张红超. “回家试穿”有用吗?——策略性退货与未退货消费者购买行为的比较研究[J]. 外国经济与管理, 2022, 44(6): 63-76.
导出参考文献,格式为:
下一篇:组织透明:研究述评与展望