Research On The Relationship Between Online Shopping Return Service Quality And Consumers' Active Post-purchase Behavior

With rapid development of network information,technology promotes the change the way of shopping.Online shopping make full use of the advantages of the Internet,which have become the consumers' main shopping way,especially the young consumer groups.However,in the network shopping environment,consumers will take greater risks,resulting in a higher return rate of shopping,and even the return rate of products over 30%,which is always on the rise.For e-business enterprises,the high return rate not only increases the cost of logistics,damaged goods and manpower,but also affects the consumers' willingness to buy back and the online reputation of enterprises.For online retailers,retain existing customers than developing new customers at a lower cost and higher profits,and effective service recovery will boost consumer repurchase behavior and positive word of mouth.This study takes consumers who have online shopping returns experience as the research object.After reviewing and summarizing the relevant research results,this paper constructs the research model of return service quality,return satisfaction and consumer positive post purchase behavior,and puts forward 4 research hypotheses.Referring to the existing results and combining the characteristics and development trends of online shopping,this paper develops a return service quality scale,a return satisfaction scale and a consumer positive post purchase behavior measurement scale,and a corresponding correction is made on the basis of the pretest results.On the basis of the pretest,this study collects data through a paper questionnaire and an electronic questionnaire.A total of 360 questionnaires are received.After the invalid questionnaire is deleted,317 valid questionnaires are retained.This paper deals with effective data through SPSS21.0 and AMOS21.0 data analysis software.It is concluded that the following conclusion:return of the service quality has a significant influence on consumer post-purchase behavior actively,including return service responsiveness,compensatory return service and return service feedback to have positive impact on consumer repurchase intention;Return service responsiveness,return service compensation and return service feedback have positive influence on consumers' positive recommendation intention;In the network shopping environment,the return service responsiveness,the return service compensation and the return service feedback of the three dimensions have a significant positive influence on the return satisfaction;Return satisfaction has a significant direct effect on consumers' active post-purchase behavior;Return satisfaction has mediating effect between return service quality and consumer's active post-purchase behavior.Finally,combining with the test results of this paper,the paper puts forward the importance of online retailers provide return service with high quality,and shows that online retailers should return service as one of the important ways to promote customer satisfaction and loyalty.