Research On The Influence Of Cognitive Dissonance Of Buyers Of Platform-type E-commerce On Return Intention

In recent years,with the continuous development and popularization of Internet technology,the scale of platform-type e-commerce is constantly expanding.Although the rapid growth scale has brought more and more profits to many platform sellers,at the same time,the return problems brought by the platform enterprises have become increasingly prominent.In order to promote consumer purchases,most of the major platform e-commerce companies have implemented a loose return policy.The increasingly low return requirements and the return guarantees provided by the sellers have made the current consumer's return behavior less and less hindered.For consumers,the reduction in their own return costs makes consumers' demand for products better.However,for sellers,the return behavior of consumers has solved the demand and brought high to the platform sellers.The return cost,the increasingly high return cost directly limits the profit level of the seller and the platform.At the same time,compared with traditional offline retail enterprises,platform-type e-commerce sellers often bear greater risk of return and higher costs due to the separation of purchase and experience in the shopping process.Therefore,it is necessary for platform e-commerce enterprises to think about how to control the return intention of platform buyers within a reasonable range to ensure their own profit and cost level.Although the issue of consumers' willingness to return has begun to attract the attention of scholars at home and abroad in recent years,there is relatively little research on the willingness of consumers to return goods,and the research on the influence of cognitive dissonance on consumers' willingness to return.Very limited,lacking more in-depth and comprehensive research.Therefore,this thesis takes the platform-type e-commerce as the research situation,and focuses on the relationship between consumer cognition and return intention from the perspective of both buyers and sellers.This paper attempts to provide platform-type e-commerce sellers with a certain degree of theoretical support and practical ideas.This paper analyzes the impact of cognitive dissonance,buyer inertia and seller's reputation on consumers' return willingness from the perspective of buyers and sellers.In previous related research,scholars often focused on the pre-influence factors of cognitive dissonance,but did not conduct an in-depth analysis of the relationship between cognitive dissonance and return intention.Based on the research of existing literature,this paper constructs the theoretical model of this paper.This paper argues that in the case of platform-based e-commerce,consumers'willingness to return goods will be affected by both buyers and sellers' own factors,including cognitive imbalance and the direct impact of buyers and sellers' factors,as well as the important moderating effect of buyers and sellers' factors in the impact of cognitive imbalance on the willingness to return goods.Based on the situation of platform-type e-commerce,this paper deeply and comprehensively explores the impact of cognitive dissonance on the willingness to return from a new perspective,and verifies the impact of buyers and sellers on the willingness to return and the relationship between cognitive dissonance and return willingness.In this paper,SPSS is used to analyze the validity and reliability of the data,and hierarchical regression is used to verify the hypothesis.Finally,on the basis of the conclusion,this paper concludes the theoretical contributions and limitations,and make some suggestions for future management practice.