The Impact Of E-commerce Return Policy On Purchase Intention Of Consumers

In order to protect the benefits of consumers and regulate the development of e-commerce, the government promotes"the 7 days no reason return" policy, allowing consumers to return goods within 7 days with no reasons, but the actual implementation of the policy is not optimistic. The formulation and implementation of the e-commerce return policy will have a profound impact on the purchase intention of consumers and some enterprises even by the development of a reasonable return policy to improve market competitiveness. Therefore, this paper studies the effect of the return policy on the purchase intention of consumers and the mechanism.This paper is based on the five aspects of the return policy, that is, the return period, the reason for the return, who should pay for the return fees, whether the full refund and promotion of goods can be returned, to study the impact of the return policy on consumer purchase intention. Choosingconsumers who have the experience of returning products in the store of Jingdong Mall as the research object. Weobtain 530 questionnaires by the survey in the Beijing areaand analyze the datawith the analysis of structural equation hierarchical regression and adjust effect by SPSS and Amos, so as to verify the theoretical hypothesis proposed in this paper. On the basis of the empirical analysis of the model, we find the the degree of return policy easing the concept model of consumer purchase intention.The results show that the degree of return policy has positive effect on consumer perceived return, perceived service quality and purchase intention, perceived return fair and perceived return service quality are positively impact on purchase intention.Perceived brand globalization will enhance the positive effect of perceived return fair and perceived return service quality on purchase intention.Based on the results of empirical research, this paper puts forward the corresponding use of the return policy to improve the purchase intention of consumers in the field of e-commerce, providing a theoretical basisfor e-commerce enterprises to develop a return policy and marketing strategy.