(3.215.183.251) 您好!臺灣時間:2021/04/23 14:34
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:張珮瑩
研究生(外文):CHANG,PEI-YING
論文名稱:探討實體賣場中惡意退貨傾向的影響因子
論文名稱(外文):The Driving Forces of Deshopping Proclivity in Mass Market Context
指導教授:盧龍泉盧龍泉引用關係
指導教授(外文):LU, LONG-CHUAN
口試委員:蕭至惠沈宗奇蔡璞盧龍泉
口試委員(外文):Hsiao, Chih-HuiShen,Chung-ChiTsai,PwuLU, LONG-CHUAN
口試日期:2018-06-26
學位類別:碩士
校院名稱:國立中正大學
系所名稱:企業管理系行銷管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:英文
論文頁數:71
中文關鍵詞:計劃行為理論惡意退貨宗教觀道德非難
外文關鍵詞:Theory of Planned BehaviorDeshoppingReligiosityMoral Disapproval
相關次數:
  • 被引用被引用:0
  • 點閱點閱:86
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:5
  • 收藏至我的研究室書目清單書目收藏:0
隨著商業市場愈趨競爭,零售商在顧客管理層面上也愈發重視,給予消費者更多的購物彈性空間,以期留住長期穩定的客源。卻因此造就消費者惡意退貨行為,且造成零售商在管理上的困擾,在獲利上造成減損。從1970年代開始,即有學者對此議題提出討論,並進行研究。造成消費者惡意退貨的傾向,根據先前的研究主要可以分為幾個原因:零售商寬鬆的退貨規定、消費者從以往退貨經驗中學習到退貨技巧、或是受消費者本身的道德倫理觀影響,甚至是個人宗教觀的傾向…等。
因此,本研究對於消費者惡意退貨傾向的原因,歸納出七個變數,分別是:宗教觀(Religiosity)、道德非難(Moral disapproval)、過去惡意退貨經驗(Past deshopping experience)、感知行為控制(Perceived behavior control)、態度(Attitude)、主觀規範(Subjective norms)以及消費者道德(Consumer ethics)。基於這七個變數來設計問卷題目。回收樣本為有實體退貨經驗的受試者資料,樣本數達316份,運用結構方程式(SEM)驗證模式來驗證假說,其結果為:除了過去惡意退貨經驗(Past deshopping experience)、感知行為控制(Perceived behavior control)外,其他假設因素皆會對消費者惡意退貨行為造成影響。
最後,本研究根據其研究分析結果對零售商給出管理建議,集中在宣導消費者正確的退貨觀念以及激發消費者的道德認知為主軸,希望透過此方法可以改善現今零售業者所遇到的困境。也希望能讓零售商更瞭解消費者的退貨思維,在實務上獲得有用的建議。

關鍵詞:計劃行為理論、惡意退貨、宗教觀、道德非難

As the commercial market becomes more and more competitive, retailers should pay more attention to customer management and give consumers more flexible space on shopping to retain long-term customers. However, it has created a situation that consumers return frequently and intentionally and caused retailers management issues for a long time. Since 1970s, scholars have discussed on this topic and conducted research. The tendency of deshopping can be divided into several reasons based on previous research: retailers' lenient return policies, customers' learning from past deshopping experience, customers’ moral ethics or religiosity.
Therefore, this research sums up seven variables for the reasons of consumers' deshopping proclivity: religiosity, moral disapproval, past deshopping experience, perceived behavioral control, attitude, subjective norms, and consumer ethics. There are 316 valid samples for the research. Next, using the data to structure SEM model to verify seven hypothesis, the result shows except past deshopping experience and perceived behavior control, other hypothetical factors will affect consumer's deshopping behavior. Finally, based on the results of the research, it gives some management suggestions for retailers, which are focused on advocating the correct product returning concept of consumers and inspiring consumers’ moral awareness. Hope that can improve the difficulties encountered by retailers today and retailers will be able to better understand the consumers’ return thinking and be able to get useful advice in practice.

Keywords: Theory of Planned Behavior, Deshopping, Religiosity, Moral Disapproval

TABLE OF CONTENTS
致謝..................................................I
摘要.................................................II
Abstract............................................III
TABLE OF CONTENTS....................................IV
LIST OF FIGURES......................................VI
LIST OF TABLES......................................VII
1. Introduction.......................................1
1.1 Importance........................................1
1.2 Overview of Previous Research.....................3
1.3 Lack of Literature................................6
1.4 Research Purpose..................................7
1.5 Research Process..................................9
2. Literature Review.................................11
2.1 Deshopping.......................................11
2.2 Religiosity......................................13
2.3 Moral Disapproval................................15
2.4 Past Deshopping Experience.......................17
2.5 Perceived Behavioral Control.....................18
2.6 Attitude.........................................19
2.7 Subjective Norms.................................20
2.8 Consumer Ethics..................................21
3. Research Framework and Research Methods...........23
3.1 The Research Framework...........................23
3.2 Research Hypothesizes and Deductions.............25
3.3 Questionnaire Design.............................34
3.4 Sampling Design and Recovery.....................40
4. Research result and Data analysis.................42
4.1 Narrative Statistical Analysis...................42
4.2 Reliability Analysis.............................45
4.3 Factor Analysis..................................47
4.4 Hypothetical Testing.............................49
5. Conclusion and Discussion.........................54
5.1 Discussion.......................................54
5.2 Managerial Implications and Practice Advice......59
5.3 Limitations and Further Suggestion...............61
Reference............................................62
Appendix: Questionnaire..............................69

LIST OF FIGURES
Figure1 The Research Process Chart...................10
Figure2 Research Model...............................24

LIST OF TABLES
Table 1 Variable Reference...........................37
Table 2 Number of Samples............................41
Table 3 Sample Characteristics.......................44
Table 4 Reliability..................................46
Table 5 Factor Analysis..............................48
Table 6 The Result of Correlation Analysis and AVE...50
Table 7 Results of the proposed model............... 53


Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and
Human Decision Processes.
Allport, G. W. & J.M. Ross (1967). Personal Religious Orientation and
Prejudice.Journal of Personality and Social Psychology, 5, 447-457.
Andrew P. J. & Kumar V. (2009), “Are Product Returns Necessary Evil?
Antecedents and Consequences of Product Returns,” Journal of Marketing, 73
(3), 35-51.
Anderson E.T., Hansen Karsten & Simester Duncan (2009). The Option Value of
Returns: Theory and Empirical Evidence. Marketing Science, 28, (3), 405-423.
Bower, Amanda B. & James G Maxham (2006), Customer Responses to Product
Return Experiences, working paper, Department of Marketing, University of
Virginia.
Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2014). Lost in translation:Exploring the ethical consumer intention-behavior gap. Journal of Business Research, 67, 2759-2767.
Chang, Hsiu-Hua & Long-Chuan Lu (2017). Actively Persuading Consumers to Enact Ethical Behaviors in Retailing: The Impact of Relationship Proneness,
Religiosity, and Business Attitude on Consumer’s Ethical Beliefs in Taiwan,”
Under review paper.
D’Arms, J. (2011). Empathy, approval, and disapproval in Moral
Sentimentalism. Southern Journal of Philosophy, 49(s1), 134-141.
Davis, Scoot, M. Hagerty, & E. Gerstner. (1998). Return policies and the optimal level of hassle. Journal of Economics and Business, 50: 455-460.
Donahue, M. J. (1985). Intrinsic and extrinsic religiousness: Review and
meta-analysis. Journal of Personality and Social Psychology, 48, 400-419.
Dutta, Sujay, Abhijit Biswas & Dhruv Grewal (2011). Regret from PostPurchase
Discovery of Lower Market Prices: Do Price Refunds Help? ,Journal of Marketing, 75 (November), 124-138.
Geyer, A.L., & R.F. Baumeister (2005). Religion, morality, and Self-Control:
Values, virtues, and vices. In R.F. Paloutzian & C.L. Park(Eds.), proceeding of the Handbook of Religion and Spirituality (The Guilford Press, New York), 412-432.
Grubbs, J. B., Exline, J. J., Pargament, K. I., Hook, J. N. & Carlisle, R.D. (2015).
Transgression as Addiction: Religiosity and Moral Disapproval as Predictors of
Perceived Addiction to Pornography. Archives of Sexual Behavior, 44, 125-136.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-151.
Harris, L. C. (2008). Fraudulent Return Proclivity: An Empirical Analysis.
Journal of Retailing, 84, 461-476.
Harris, L. C. (2010). Fraudulent consumer returns: Exploiting retailers’ returnpolicies. European Journal of Marketing, 44(6), 730-747.
Kim H. & Choi B. (2013). The Influence of Customer Experience Quality on
Customers’ Behavioral Intentions. Services Marketing Quarterly, 34, 322-338.
King T., Dennis C., (2003). Interviews of deshopping behaviour: an analysis of theory of planned behavior. International Journal of Retail &Distribution Management, 31 (3), 153-163.
King T., Dennis C., (2006). Unethical Consumers: Deshopping Behaviour Using the Qualitative Analysis of Theory of Planned Behaviour and Accompanied (De)shopping. International Journal of Retail and Distribution Management, 31, (3), 153-163.
King T., Dennis C. & McHendry Joanne (2007). The Management of Deshopping and
Its Effects on Service: A Mass Market Case Study. International Journal of
Retail and Distribution Management, 35, (9), 720-733.
King, T., Dennis, C., & Wright, L. T. (2008). Myopia, customer returns and the
theory of planned behavior, Journal of Marketing Management, 24(1/2), 185-203.
Londono J.C., Davies, K. & Elms J. (2017). Extending the Theory of Planned
Behavior to examine the role of anticipated negative emotions on channel
intention: The case of an embarrassing product. Journal of Retailing and
Consumer Services, 36, 8-20.
Marquis, Marie & Pierre Filiatrault (2002). Understanding Complaining Responses Through Consumers’ Self-Consciousness Disposition, Psychology and Marketing, 19 (3), 267-292.
McDaniel, S.W. &J.J. Burnett (1990). Consumer Religiosity and Retail Store
Evalative Criteria, Journal of the Academic of Marketing Science, 18(2), 101-112.
Michael Slote (2010). Moral Sentimentalism. Oxford University Press, Inc.
Nadeem, M. (2012). Returning Customer: Was That a Planned Purchase? Skyline
Business Journal, 7(1), 11-17.
Oliver F. & Mitchell, V. W. (2004), Generation Y Attitudes Towards E-Ethics and Internet-Related Misbehaviours. Journal of Business Ethics, 54, 121-128.
Piron, F. and Murray, Y. (2000), Retail borrowing: insights and implications on returning used merchandise. International Journal of Retail & Distribution, 28, 27-36.
Rosenbaum M. S., Kuntze Ronald, & Wooldridge B.R. (2011). Understanding
Unethical Retail Disposition Practice and Restraint from the Consumer
Perspective. Psychology & Marketing, 28, (1), 29-52.
Salsman, J. M., Brown, T. L., Brechting, E. H., & Carlson, C. R. (2005). The link between religion and spirituality and psychological adjustment: The mediating role of optimism and social support. Personality and Social Psychology Bulletin, 31(4), 522-535.
Schneider, H., Krieger, J., & Bayraktar, A. (2011). The impact of intrinsic religiosity on consumers’ ethical beliefs: Does it depend on the type of religion? A comparison of Christian and Muslim consumers in Germany and Turkey. Journal of Business Ethics, 102, 319-332.
S. Rahman, & Shuliang Li (2016, May). Agent-Based Modeling of Deshopping
Behaviour: A Single Shop Model with Multiple Deshoppers. Paper presented at the 2nd International Conference on Information Management, London.
Tsiros, Michael & Vikas Mittal. 2000. Regret: A Model of Its Antecedents and
Consequences in Consumer Decision Making, Journal of Consumer Research 26 (4), 401-417.
Vitell, S. J., Lumpkin, J. R. & Rawwas, M. Y. A. (1991). Consumer Ethics: An
Investigation of the Ethical Beliefs of Elderly Consumers. Journal of Business
Ethics (May), 365-375.
Vitell, S. J. & Muncy J.A. (1992). Consumer Ethics: An Empirical Investigation of Factors Influencing Ethical Judgments of the Final Consumer. Journal of
Business Ethics, 24, 297-312.
Vitell, S. J., Singhapakdi A. & Thomas J. (2001). Consumer ethics: an
application and empirical testing of the Hunt‐Vitell theory of ethics. Journal
of consumer marketing, 18, 153-178.
Vitell, S. J. & Muncy J.A. (2005). The Muncy-Vitell Consumer Ethics Scale: A
Modification and Application. Journal of Business Ethics. 267-275.
Vitell, S. J. (2009). The role of religiosity in business and consumer ethics: A review of the literature, Journal of Business Ethics 90, 155-167.
Weaver G. R. & Agle, B. R. (2002). Religiosity and Ethical Behavior in
Organizations: A Symbolic Interactionist Perspective. Academy of Management (Jan), 78-85.
Wachter, K., Vitell, S. J., Shelton, R. K., & Park, K. (2012). Exploring consumer orientation toward returns: unethical dimensions. Business Ethics: A European Review, 21, (1), 115-128.
Wetzels, M., Odekerken-Schröder, G., & van Oppen, C. (2009). “Using PLS Path
Modeling for Assessing Hierarchical Construct Models: Guidelines and Empirical Illustration,” MIS Quarterly, 33 (1), 177-195.
Wood, S. L. (2001). Remote purchase environments: The influence of return policy leniency on two-stage decision processes. Journal of Marketing Research, 38, 157-169.
Ysseldyk, R., Matheson, K., & Anisman, H. (2010). Religiosity as identity: Toward an understanding of religion from a social identity perspective, Personality and Social Psychology Review, 14(1), 60-71.

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔