臺灣博碩士論文加值系統

本研究分別從退貨政策“寬鬆”的金錢和努力兩個構面，提出了免審核免運費的自由退貨政策。研究目的在於探討該寬鬆退貨政策藉由知覺公平和知覺風險，影響台灣和大陸兩個不同地區消費者的線上購物行為，並比較兩地消費者行為之間的差異，同時欲探討知覺可信在知覺公平到知覺風險路徑上的調節效果。研究採用實驗法設計四種不同實驗情境，通過實驗問卷對兩地區的大學生進行隨意發放，最後共蒐集問卷800份。經過對收集資料的分析整理後，本研究發現: (1)免審核免運費的自由退貨政策會增強消費者的購買意願和退貨意願，且對購買意願和退貨意願兩者的影響相去不遠。(2)台灣消費者對免審核免運費自由退貨政策的知覺公平明顯高於大陸消費者，而同樣面對該政策時大陸消費者購買意願和退貨意願的增加明顯高於台灣消費者。(3)知覺可信具有部分調節效果，對免審核的知覺可信強化知覺公平對知覺風險的負向效果，而對免運費的知覺可信卻不具備調節效果。根據以上發現，本研究提出建議: (1)免審核免運費的自由退貨政策是對業者有利的政策，如果搭配“時間”構面的寬鬆退貨政策控制消費者的退貨意願，將為業者帶來更大的效益。(2)自由退貨政策的使用在面對台灣和大陸不同地區消費者時，側重點應有所不同。

This study proposes a free return policy free of audit and freight from two aspects of money and effort. The purpose of this study is to explore the impact of the loose return policy on the online shopping behavior of consumers in Taiwan and Mainland China through perceived fairness and perceived risk, and to compare the differences between the two regions, and to explore the moderating effect of perceived credibility on the path from perceived fairness to perceived risk. In this study, four different experimental situations were designed by using the experimental method, and the questionnaires were randomly distributed to college students in the two regions. Finally, a total of 800 questionnaires were collected. After the analysis of the collected data, this study finds that: (1) the free return policy can enhance consumers' purchase intention and return intention, and the degree of influence is similar. (2) Taiwan consumers' perceived fairness of free return policy is significantly higher than that of mainland consumers, and the increase of purchase intention and return intention of mainland consumers is significantly higher than that of Taiwan consumers. (3) Perceived trust has a partial moderating effect, while perceived trust of audit free enhances perceived justice's negative effect on perceived risk, while perceived trust of freight free has no moderating effect. According to the above findings, this study puts forward suggestions: (1) free return policy is beneficial to the industry. If it is combined with the "time" dimension of loose return policy to control consumers' return intention, it will bring greater benefits to the industry. (2) The emphasis of free return policy should be different when facing consumers in different regions of Taiwan and the mainland.

目錄 Ⅰ
圖目錄 III
表目錄 IⅤ
第一章 前言 1
1.1研究背景與動機 1
1.2研究問題與目的 2
第二章 文獻回顧 4
2.1退貨實務 4
2.1.1大陸與台灣之消費習慣 4
2.1.2大陸與台灣網購平台之退貨審核機制與流程 5
2.2退貨管理 7
2.2.1退貨管理的內涵 7
2.2.2寬鬆退貨政策 9
2.3公平理論 12
第三章 研究方法 14
3.1研究假說與模型 14
3.1.1免審免運自由退貨政策對知覺公平之影響 15
3.1.2知覺公平的知覺風險之影響 16
3.1.3知覺風險對購買意願之影響 16
3.1.4知覺風險對退貨意願之影響 17
3.1.5知覺可信之調節效果 17
3.1.6文化差異之調節效果 18
3.2變數操作型定義 19
3.3實驗設計 21
第四章 資料分析結果 23
4.1樣本概況與敘述統計分析 23
4.1.1回收樣本概況 23
4.1.2基本人口統計資料分析 23
4.1.3操弄檢測 27
4.1.4敘述性統計分析 27
4.2信效度分析 32
4.3 假說檢定 34
4.4 知覺可信之調節變數檢定 37
4.5 台灣與大陸樣本之分群比較 39
4.6 研究結果 41
第五章 結論與建議 42
5.1結論與討論 42
5.2實務意涵 42
5.3研究限制與建議 42
參考文獻 47

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