摘要
随着互联网的飞速发展，网购由于其便利性也得到了很大的普及，获得了
广大消费者的认可。与此同时，网上店铺的发展欣欣向荣，消费者们也乐意通
过网络足不出户地买到自己需要的产品。然而，随着互联网购物的迅速发展，
其存在的问题也逐渐显露出来，其中一个普遍存在的问题就是退货。由于互联
网购物受到空间的限制，消费者无法亲身体验产品或服务，网购的退货率是很
高的。在顾客认为购物体验不尽人意的时候，退货服务作为一种补救措施，可
以消除服务失败的影响，提升顾客的再次购买意愿。以往的研究中，有学者指
出网站退货服务对顾客的忠诚度有重要影响，顾客满意对顾客的再购买意愿有
着重要影响等，但通常都是在同一网络环境下进行的，很少有研究同时涉及自
营和第三方卖家两种情形

消费者在京东、亚马逊、苏宁等网站进行网购时候往往会发现这些平台既
有自营商品，也有第三方卖家售卖的商品。在退货过程中，我们会发现平台自
营店铺和第三方卖家的售后是不一样的，自营店铺的售后由平台自己负责，而
第三方卖家的售后由第三方卖家负责。文章以京东购物网站为例，旨在研究消
费者在两种退货情形下的表现，探索和对比在这两种情形下，退货服务质量、
先前服务经验、顾客费力度这些主要影响因素对顾客感知价值的影响有什么不
同。研究共收取京东自营有效问卷 380 份，京东第三方店铺有效问卷 175 份，
我们通过 SPSS 和 Smart PLS 等统计学软件对数据进行了分析，并对研究假设
进行了验证

研究发现，在两种情形下，服务补救质量、先前服务经验、顾客费力度依
然是影响顾客退货满意和重购意愿的重要因素。在引入商家类型作为调节变量
以后，我们发现商家类型在服务补救质量和顾客感知价值之间的调节作用不显
著，但商家类型对先前服务经验与顾客感知价值、顾客费力度和顾客感知价值
之间的关系有着一定的影响。在京东第三方店铺情形下，先前服务经验对顾客
感知价值的影响会比在京东自营情形下增强，而顾客费力度对顾客感知价值的
的影响则会减弱。研究为商家如何有针对性地提升顾客满意和重购意愿，做好
退货服务提供借鉴

关键词：退货服务质量；先前服务经验；顾客费力度；感知价值回报；购后意
愿哈尔滨工业大学管理学硕士学位论文
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Abstract
With the rapid development of the Internet, online shopping has been greatly
popularized because of its convenience. Shopping on the Internet has been recognized
by the vast numbers of consumers. At the same time, online stores are booming, more
and more consumers are willing to buy the products they need through the internet.
However, some problems of online shopping are gradually revealed. One of the most
important is products return. As the online shopping is limited by space, consumers
can not personally experience products or services, the rate of return online shopping
is very high. When the customer’s shopping experience is unsatisfactory, merchant
can eliminate the impact of service failure and enhance the customer&39;s re-
postpurchase intention through using the return service as a remedial measure. In
previous studies, some scholars have pointed out that the return service of site has an
important influence on customer loyalty. Some researches also point out that customer
satisfaction has an important influence on customer&39;s repurchase intention. There are
many similar studies, but these studies usually have the research in the same network
environment. Few studies involving the first platform sellers and the third party
sellers at the same time.
When we buy the products fron Jingdong, Amazon, Suning and other shopping
websites, we will find that these platforms have both proprietary products and the
goods from the third party sellers. There are some difference in return service of these
two kinds of products.The return service of proprietary products is responsed by the
platform; then the return service of the third party sellers is is responsed by the sellers
themselves.In this research, we use the Jingdong website as an example to study the
consumer performance in these two return situations. We study separately the impact
of return service quality, prior service experience and customer efforts on customer
perceived value in these two cases. Then we study the difference between them.We
have received 380 valid questionnaires of Jingdong proprietary store and 175 valid
questionnaires of Jingdong the third party stors. We use SPSS19.0 and Smart PLS2.0
statistical software to analyze the data and test the hypothesis.
The study found that in the two cases, the service recovery quality, the prior
service experience and the customer efforts are still the important factors that affect
the customer satisfaction and repurchase intention. When we use business type as the
regulated variable, we found that the regulation function between service recovery
quality and customer perceived value is not significant. However, the type of business
has a certain influence on the relationship between previous service experience and
customer perceived value, and it as the same to the relationship between customer哈尔滨工业大学管理学硕士学位论文
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effort and customer perceived value. In the case of Jingdong&39;s third party stores,the
impact of prior service experience on customer perceived value will be stronger than
that of Jingdong, while the impact of customer effort on customer perceived value
will be decrease. The research can provide reference for the compony who wants to
improve customer satisfaction and repurchase intention,and help them to do a good
job of return service.
Keywords: service quality of the products return, previous service experience,
customer perceived value, return satisfaction, post-repurchase intention哈尔滨工业大学管理学硕士学位论文
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目 录
摘要 ..I
ABSTRACT.... II
第 1 章 绪 论 ...........1
1.1 研究背景与问题提出 .. 1
1.1.1 研究背景.... 1
1.1.2 问题提出.... 2
1.2 国内外研究现状分析 .. 3
1.2.1 电子商务.... 3
1.2.2 退货研究.... 3
1.2.3 服务补救质量........ 5
1.2.4 感知价值.... 6
1.2.5 顾客满意.... 7
1.2.6 购后意愿.... 7
1.2.7 综述与讨论 8
1.3 研究的目的与意义 ...... 8
1.3.1 研究目的.... 8
1.3.2 研究意义.... 9
1.4 研究内容与方法 .......... 9
1.4.1 研究内容.... 9
1.4.2 研究方法.. 10
1.5 创新点10
第 2 章 理论基础与假设提出 .......11
2.1 理论基础 .......
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