A Survey Of Consumption Willingness On China Return Freight Of Online Shopping

With the rapid development of e-commerce,shopping on line has become a very popular trendin our daily life.In order to satisfy thereturn demand required by online shoppers,Hutai Insurance Company launched an innovative insurance product with the help of e-commercethat is return of freight if shopping in Taobao,which was warmly welcomed once launched cause it is available to solve the posible disputes during transaction.However as a new product many problems exists such as single insurance,one way return,irrational consumption,lack of transparency,etc..Therefore,it is essential of further reserach in order to improve the insurance market of return freight.From the perspective of consumer demand,the purpose of this reseach is to explore the impact of China's online shopping consumers on the intention of return freight insurance consumption through the survey data.The study starts from 4 aspects and orders Logistic regression model for empirical analysis.The 4 aspects is: the consumer's basic information,online shopping habits,the cognize of return freight insurance,comsumpiton of intention and acceptance.The results show that gender,age,personal monthly income,online shopping habits,and the understanding of the return freight insurance have a significant impact on the return freight insurance.As a result,4 suggestions have been put forward for improvement the consumer's willingness to return freight insurance: on the difference between the premium design,expand the scope of coverage,broaden the sales channels,improve the claims procedure.