沈阳工业大学学报（社会科学版）2016，Vol.9Issue(2)：150-156,7.DOI:10.7688/j.issn.1674-0823.2016.02.09
退货运费险对网购消费者购买意愿的影响∗
Influence of insurance of return-of-goods freight on purchase intention of online consumers
摘要
Abstract
With the increasingly fierce online shopping market competition, return-of-goods freight insurance has emerged as a new sales growth means. The exploratory research on the mechanism of the return-of-goods freight insurance is carried out based on previous research. It is found that the perceived risk of consumers is significantly reduced, the level of trust is improved by the insurance;and thus the insurance has a positive effect on consumer purchase intention. Based on that, the credit rating, price and the presentation modes of insurance is introduced into the research, and detailed analysis is done, with the combination of the practical situation of online shopping. The results show that the three had different degrees of adjustment on the purchase intention of consumers. It is proposed that C2C merchants should choose proper strategies according to their credit rating and the prices of goods, so as to increase sales as much as possible to reduce operating costs.关键词
退货运费险/网购/感知风险/信任/购买意愿Key words
return-of-goods freight insurance/online shopping/perceived risk/trust/purchase intention分类
管理科学引用本文复制引用
郑春东,刘一凡,邹孟..退货运费险对网购消费者购买意愿的影响∗[J].沈阳工业大学学报（社会科学版）,2016,9(2):150-156,7.基金项目
天津大学自主创新基金项目(2013XS-0018)。 （2013XS-0018）
