The Impact Of Cross Border E-tailer's Return Policy On Consumer's Purchase Intention

With the optimization of consumption structure and the upgrading of consumption quality,cross-border e-commerce has become an important way for consumers to choose and purchase goods.While providing high quality products,riching the product types and providing cost-effective products,the online shopping risk caused by the separation of the shopping decision and the consumer experience has been further amplified in the cross-border context,there is a risk of product payment,logistics and transport,customs clearance,customer service rights etc..After-sales service is still the key issue for consumers to propose improvement.Based on the review of related literature at home and abroad,and signaling theory,clue utilization theory,and halo effect theory,this paper selected perceived quality and perceived risk as mediator variable,selected port of departure(home and abroad)and product trace code(provide and not provide)as moderator variable,and developed a conceptual model about the impact of the e-tailer's return policy on purchase intention.To assess this model,this research use 2(return policy leniency: restricted vs.lenient)x 2(port of departure: home vs.abroad)x 2(product trace code:provide vs.not provide)experiment,designing 8 different experimental situations.In this study,we use the statistical software SPSS22.0 and AMOS22.0 to deal with the experimental data and get the following conclusion.(1)On the background of cross-border e-commerce,compared with the strict return policy,the lenient return policy makes consumers produce higher perceived quality and lower perceived risk,thereby increasing consumers' intention to purchase.(2)Compared with the products delivered from domestic,when consumers buy the goods delivered abroad,the e-tailer's return policy has a stronger effect on the perceived quality and perceived risk.(3)Compared with the products with trace code,when consumers buy the goods without trace code,the e-tailer's return policy has a stronger effect on the perceived quality and perceived risk.Finally,This paper discusses the practical significance and theoretical contributions of this empirical study and the future research directions.