Research On Reversibility Of Uncertainty Decision Based On Reference Dependent

Network Group-buying refers to the business rely on Internet technology to take small profits and marketing strategy by attracting many of the same needs of consumers,at a lower price to complete the transaction of new e-commerce model.Since the mode of Network Group-buying come to China,it develops rapidly,showing a diversification of the model,the project diversification,market transactions in e-commerce activities gradually expanded.However,due to buy a large amount of merchandise trade,low quality goods and low quality of business services,buy goods return rate caused by a great waste of resources.The main purpose of this paper is to study the main influencing factors of the return of consumers in the network of consumers,and provide the scientific basis for the business to improve the management efficiency.This paper first reviews the research results of scholars in the past,summarizes the relevant theories and the main influencing factors influencing the consumers 'network purchase.The main influencing factors can be divided into the following five aspects:the website factors,the consumers' own factors,the commodity factors,Factors,and other factors,the specific can be divided into the following Eleven kinds: site design convenience,payment security,size and actual discrepancy,seven days no reason to return,consumer preferences,consumer information,the seller did not timely delivery,Wrong goods,commodity prices,product quality,other factors.Secondly,based on the analysis of previous studies,this paper constructs the theory model of consumer decision reversal based on the theory of reference dependence and expected utility theory.Then,taking STATA software as the example,The descriptive statistics,the correlation analysis and the Poisson regression estimation were used to study the main factors influencing the customer return in the network buy,and the factors such as the return of the seven days,the size of the website,the transmission of the goods,the quality of the goods,There is a significant positive impact on the return decision after the purchase,the consumer's personal preference,the commodity price has a significant negative impact on the consumer's decision to return after the purchase,and the seller has no direct relationship with the merchandise return rate.Finally,according to the conclusion of the analysis,it provides the management suggestions for businessmen and prospects the research of future scholars.The businessmen need to combine the actual situation of their own business,reduce the operating costs and risks,improve the business performance,formulate effective network purchase return strategy and marketing Strategy to provide scientific theoretical basis.