The Impact Of Return Freight Insurance On The Merchant Trust And Online Purchase Decision Of College Students With Different Return Attention Levels

With the rapid development of the Internet,online shopping has become a favorite shopping method for people,especially college students.At the same time,after-sales service defects have been an important issue restricting the rapid development of online shopping.For example,the issue of return service for online shopping is one of the important issues that consumers worry about.In order to eliminate consumer purchase concerns caused by returns,e-commerce platforms headed by Taobao have introduced return shipping insurance to assist e-commerce providers in improving after-sales services and protecting consumers' rights.So,can providing return shipping insurance to consumers promote e-commerce sales,and how to provide the most economical and effective? This is an important issue related to the marketing and sales service strategies of e-commerce.At the same time,this is also a scientific question about the impact of commodity after-sales service on consumer psychology and behavior.The research on this issue can expand the research on consumer psychology and behavior,especially the development of purchasing decision theory and trust theory.In short,research on this issue has practical significance and academic value,but empirical research in this area is still very scarce and not deep enough.Therefore,this study attempts to explore the influence of the characteristics of return shipping insurance on merchant trust and purchase decision,and whether this effect will be restricted by individual differences such as the degree of return attention.This study includes two sub-studies.Study 1 used 414 college students as subjects,and used 3(return shipping insurance: free shipping insurance,free shipping insurance can be purchased,no shipping insurance)× 3(return attention: high,medium,low),Explore the impact of the type of return shipping insurance on college students 'purchase decisions,merchant trust,and the moderating effect of return attention on this effect.On the basis of study 1,study 2 uses 4(return shipping insurance type: sellers send,buyers pay 0.5 yuan to buy,buyers pay 4 yuan to buy,no shipping insurance)× 3(return attention: high,medium,low)Hybrid design,taking 216 college students in Jiangsu,Anhui,Sichuan and other places as subjects to study,from the perspective of the cost characteristics of return shipping insurance,to further explore the impact of return shipping insurance on merchant trust and purchase decision,and the degree of return attention Tune the model.The results show that:(1)The main effects of the type and cost characteristics of return shipping insurance on the trust of college students' businesses are significant.In terms of type,the trust of merchants under the condition of no freight insurance is significantly lower than the conditions of merchant gifts and buyers.In terms of cost characteristics,the trust of the merchant under the condition that the buyer spends 4 yuan is significantly lower than the condition that the buyer spends 0.5 yuan to buy and the merchant gift condition,and the merchant trust under the condition that the buyer spends 0.5 yuan is significantly lower than the merchant gift condition.In addition,both the main effect and the moderating effect of return attention are not significant.(2)The types and cost characteristics of return shipping insurance and return attention have significant effects on the purchase decision of college students.Merchants have relatively high levels of purchase decision under the conditions of return shipping insurance and low return attention.(3)For the purchase decision of college students,there is a significant interaction between the type of return shipping insurance,the cost characteristics,and the degree of return attention.The results of the characteristics of the return shipping insurance type show that under the conditions of no shipping insurance and buyers buying,the purchase decision of the participants with a high degree of return attention is significantly lower than that of the low degree of return attention grouping and the middle score array,and the return attention degree is low.The difference between the grouping and the middle degree of attention is not obvious;under the condition of the seller's submission,there is no significant difference in the purchasing decisions of the three groups.The results of the return freight insurance cost characteristics show that under the condition that the buyer paid 4 yuan to purchase the return freight insurance,the purchase decision of the subjects with a high degree of return attention was significantly lower than that of the group with a low degree of return attention and a moderate score array.The purchase decision of the array is significantly lower than that of the low group;under the condition that the buyer spends 0.5 yuan to buy,there is no significant difference in the purchase decision of the three groups.Conclusions:(1)Return shipping insurance will affect the trust of consumers' merchants.Providing free return shipping insurance by merchants will increase the level of trust of college students.(2)Return shipping insurance will significantly affect consumers' purchase decisions,and this effect is regulated to a certain extent by the return attention.The specific performance is as follows: the free or low-cost return shipping insurance will increase the purchase decision of all types of college students,and when the merchant does not provide the return shipping insurance or the required return shipping insurance costs are higher(such as 4 yuan)At the same time,college students with high returns attention paid the biggest decline in purchase decisions.