The Mechanism Of The Impact Of Return Shipping Strategy On Consumers’ Willingness To Post-Purchase Behavior

Along with the rapid development of the global e-tailing market,research on the psychological mechanisms of consumer post-purchase behavior has attracted widespread attention in academic and practical circles.The current academic research on the mechanism of the internal influence of return strategy and post-purchase behavior willingness is inadequate,therefore,this study investigates it in depth to help merchants give full play to the effect of return shipping strategy and promote the sustainable development of ecommerce.This study is divided into two parts.First,we investigate the mechanism of the relationship between return shipping strategy and willingness to return in the context of disappearing post-purchase demand,using a 2(buyer vs.seller bears shipping cost)× 2(impulsive vs.non-impulsive shopping)intergroup experiment to investigate the mechanism of the relationship between return shipping strategy and willingness to return,and the moderating role of shopping impulsiveness.The second is a study on the mechanism of the impact of return shipping strategy and repurchase intention,using a one-factor between-group experiment on return shipping strategy(buyer-bearing vs.seller-bearing)to investigate the effect of the return shipping strategy on repurchase intention and the mediating role played by the perceived value of return strategy,trust,and shopping satisfaction.In the first part of the study,Experiment 1 found that shopping impulsivity negatively moderated the positive effect relationship between return shipping strategy and willingness to return,and the effect of return shipping strategy on willingness to return was not significant in the impulsive shopping context.Experiment 2 found that consumers’ stop-loss psychology plays a part in mediating the relationship between return shipping strategy and willingness to return under the demand disappearance return motive,and impulsive shopping negatively moderates this mediating role.In the second part of the study,Experiment 3 found that the perceived value of return strategy and trust partially mediated between return shipping strategy and repurchase intention,respectively.Experiment 4 found that the perceived value of return strategy,trust,and shopping satisfaction,respectively,play a chain mediating role in the relationship between return shipping strategy and repurchase intention.This study explains the psychological influence of consumers’ return behavior when post-purchase demand disappears with the help of the concept of stop-loss psychology,provides guidance for e-commerce companies to develop return shipping strategies based on online shopping context analysis,completes the research related to the internal psychological mechanism of consumers’ willingness to repurchase,and provides a basis for merchants to develop and adjust return shipping strategies to improve repurchase rates.