Research On The Relationship Between Consumption Scenarios And Consumers' Exercise Of Online Purchases

With the development of Internet technology,the online shopping has become more and more popular.Although shopping by internet has become a popular shopping mode,online shopping mainly depends on business description and publicity,rather than the real understanding and experience in the quality,properties and application of consumer goods,thus online shopping promoted the development of the market and also made some drawbacks.The establishment of regret right in online shopping bring security for people,but consumers spend a lot of time and energy on returning,enterprise spend manpower and management cost on dealing with returning,above all returning would increase the logistics demand resulting in the ecological pollution and crowded traffic.Therefore,it is very significant of researching what consumpted situation cause consumer's performing regret right,by which we can take actions to reduce cost of consumer,enterprise and society.First of all,this paper summarizes the related literatures of the regret,online shopping regret right,consumer perceived value at home and abroad.On the basis of review and interviews this paper summarizes six influence factors of consumer's performing online shopping regret right: customer expectations,others' reputation,substitutes,logistics services,customer's character,product type,acting consumer perceived value as mediating variable and make a conceptual model.According to the existing scale and interviews we make the questionnaire.Then we collect study data online and offline.Secondly,I chose software SPSS as a tool to analyze the relevant data for testing the rationality of model and correctness of the hypothesis.we got the conclutions: there is a significant positive effect on customer perceived value of consumer expectations,alternatives,other people's word of mouth,and product types;consumer perceived value has a significant positive impact on the consumer's performing regret right of online shopping;there is a significant positive impact on customer's expectations,substitutes,personality traits,other word of mouth and logistic services of exercising the regret right.Perceived value plays a partial mediating role in customer expectation,other word of mouth,substitution,product type and consumer's performing regret right.Lastly,according to the research conclusion,we offer proposals of performing regret right for consumer and E-businessmen,including the enterprises to fully understand customer expectations,showing the real products to expand the positive word-of-mouth effect,improving product awareness to enhance the competitive power,and make diverse and flexible marketing strategy for different customers and products.Also,we state the defects and the futural tendency of the study.