Research On The Influencing Factors And Coping Strategies Of B2C Retail Return Of Consumer Network

In recent years,with the popularization of the Internet and the booming of network retailing,network retailing has become an indispensable part of retailing industry,and consumers can buy any goods they need at home.But the network retail also has its disadvantage,because the network's fictitious sex and the network retail information incomplete sex makes the network shopping return the risk to be high,namely the consumer buys the product very possibly to make the return behavior.The frequent occurrence of return behavior not only reduces the potential revenue of network retailer,but also increases the cost of return of the enterprise,and increases the complexity of return management.Therefore,how to reduce the frequent occurrence of the return behavior is one of the important problems in the network retailing industry.For the study of returns,most of them focus on the return management and return policy,think that the reasonable and effective return management and return policy will reduce the cost of return and increase the satisfaction of consumers,but the research on the factors of return from the consumer's perspective is relatively few,The literature that uses empirical analysis to study from consumer's angle is not very rich.Even if the merchant can make full use of the returned goods,it will only reduce some of the losses,through the formulation of effective return management strategy is to solve some of the problems,not fundamentally solve the return behavior.Therefore,from the long-term consideration,the fundamental way to reduce the cost of return is through the market survey of consumers to understand the consumer's current shopping needs,and to formulate appropriate measures to reduce consumer return behavior,that is,to understand the reasons for consumer returns,and make corresponding prevention strategy to reduce the uncertainty of returns is the fundamental way to solve the problem of return,this is also the scholars and network retailers should pay more attention to the problem.This article takes the consumer returns influence factor in the retail network retailing as the research object,embarks from the consumer itself,the thorough and comprehensive analysis consumer returns the influence factor,and thinks the consumer returns the fundamental reason is that the commodity actual effect does not meet the consumer to the commodity the anticipated effect.Then using the form of questionnaire survey,through factor analysis,many of the factors of return affect the main factors to reduce Wi Cheng,and then according to the main return factors to provide the corresponding prevention strategy to lower the risk of return.Network retailing is bound to be accompanied with the return,therefore,this article also proposes the recovery strategy of return to reduce the enterprise's return cost,increase the consumer's return satisfaction.