Impact Of Return Policy On Garment Consumers Online Purchase Behavior

With the development of the E-commerce market and the popularity of mobile devices,online shopping has become the mainstream consumption method.Different from traditional purchases,consumer's online purchase decision is more likely to be framed as two separate decision,consumer's misjudgement on the performance of the product is likely to lead to a return.As the first category of consumer online shopping,clothing have the highest return rate.In such a high return rate,there are some consumer abuse of return policy or have a malicious return.A return is not only related to the consumer's shopping experience,but also to the cost of business and the allocation of social resources.Thus,in the case of consumer return rights protected by the law,how to set up and adjust the return policy has become the focus of enterprises and related scholars.To understand the specific impact of the return policy on consumer behavior and return behavior,based on the theory of SOR(stimulus organism response)model and consumer behavior,this paper analyzed the influence mechanism of return policy on garment consumer purchasing behavior;constructed the logical model of return policy,consumer perception and online shopping behavior,and proposed hypothesis.The influence mechanism of return policy on consumers' online purchase behavior and return behavior is studied empirically,and the results are further analyzed to explore ways to promote purchases or reduce returns.The main research contents include:(a)The literature review of return policy leniency,consumer psychology,consumer purchasing behavior and return behavior.This paper summarizes the return process and return policy of domestic e-commerce platforms,sorts out the leniency of return policy at home and abroad,reviews the definition and model of consumer behavior,the definition and description of consumer psychological perception,analyzes the difference between online shopping environment and traditional shopping environment,and particularizes the research status and related literature at home and abroad,provide the theoretical basis for the future articles.(b)The model construction of return policy leniency,consumer psychology,consumer purchasing behavior and return behavior.This paper divides return policy into three dimensions: return time limit,return cost and return operation,and weighs consumers' psychological perception from perceived risk,perceived fairness and perceived quality,and divides consumers' online shopping behavior into purchase behavior and return behavior.Based on SOR model,this paper constructs a structural model of return policy,consumer psychological perception,purchase behavior and return behavior,and puts forward research hypotheses.(c)Empirical test on the model of return policy leniency,consumer psychology,consumer purchasing behavior and return behavior.Through questionnaire investigation get 300 valid samples,use SPSS19.0 software to analyze the data,and verify the research hypothesis through empirical analysis.Finally,this paper analyzes the results of hypothesis testing,and put forward suggestions and countermeasures for enterprises from promoting consumers' purchase and reducing returns two aspects.The following conclusions are obtained through this study:(a)The three dimensions of the return policy all have a significant positive impact on the consumer's purchase behavior,the effect is from large to small are return operation,return cost,return time limit.The return time limit has a negative impact on the consumer's return behavior,yet the return operation and the return cost have a positive effect on the consumer's return.The effect of the return policy on the consumer's purchase behavior is greater the consumer's return behavior.(b)The effect of return policy on perceived risk is negative,and the impact on perceived fairness and perceived quality is positive.The impact of perceived risk on consumers' purchase behavior is negative,and the impact of perceived fairness and perceived quality on consumer purchase behavior is positive;perceived risk,perceived fairness and perceived quality all have intermediary effects between return policy and consumer purchase behavior.(c)Perceived fairness has a significant positive impact on return behavior,while perceived fairness and perceived quality have no significant effect on return behavior.Only perceived fairness have intermediary effects between return policy and return behavior.On the basis of the existing research,the innovation of this study lies in:(a)Innovation of research perspective.In the past,researches based on consumer behavior mainly focus on the impact of online marketing elements on consumers' purchase decisions,and few studies consider consumer returns.Considering the particularity of online shopping,return behavior is not an additional part of consumer purchase behavior,and plays an important role in online transactions.This study also analyzes the impact of return policy on consumer purchase behavior and return behavior,which makes up the lack of previous research.(b)Innovation of theoretical model.Based on the SOR model,this paper takes the dimensions of return policy,the composition of consumer psychological perception,and the difference between online shopping behavior and traditional shopping behavior into account.This paper establishes a theoretical model of return policy,consumer perception and consumer purchase behavior,and scientifically analyzes the influencing mechanism of return policy,consumer perception and consumer purchase decision,so that the research content is more comprehensive and the model is more specific.(c)Innovation of empirical analysis.According to the theoretical model,This paper chooses the appropriate measurement,uses the corresponding materials to simulate the online shopping return policy,ensures the authenticity and validity of the data.And the theoretical model is empirically tested,which provided reliable support for the garment enterprise.