Review of the Research on the Impact of Online Shopping Return Policy on Consumer Behavior

Abstract

Based on the relevant literature, this paper study the impact of online shopping return policy on consumer purchase behavior from the dimension of return policy, consumer perception, consumer purchase behavior and so on. In the online shopping environment, the return problem between retailers and consumers is more obvious. Based on the researching achievements of predecessors, return policy can be divided into three dimensions: return cost, return time limit and efforts. Consumer psychological perception of return policy is based on the traditional consumer perception, which can be summarized into three aspects: perceived risk, perceived quality and perceived fairness. In the online shopping environment, the consumer purchase behavior is still a specific research and in-depth discussion. The return policy, as the key information between the two decision points, is of great importance to consumers' purchase and return behaviors. Keywords:Online shopping, Return policy, Perceived risk, Perceived quality, Perceived fairness, Consumer purchasing behavior IntroductionIn recent years, the rapid development of the Internet, mobile phones, tablet computers and other electronic devices has changed the way people shop. Online shopping has become the main stream of people's consumption. Online shopping has changed the traditional way of shopping, brought us great convenience, but there have been some noteworthy issues. According to relevant media reports, in November 11, 2015, even though the day trading volume of up to 91 billion, there are 63% return rate. Different from the traditional shopping, consumers cannot understand the characteristics of the product directly in the network environment, and it is easy to misunderstand the graphic description of the item. Consequently, the return rate increased.The problem of online shopping return is becoming more and more obvious, which has become an important factor in consumer shopping experience and business management. Those problems are uncommon in the traditional shopping model, which need to improve in the consumer behavior theoretic-which has become the focus of research scholars. Based on the relevant literature, this paper studies the impact of online shopping return policy on consumer purchase behavior from the dimension of return policy, consumer perception, and consumer purchase behavior. Dimension of Return PolicyAs the main strategy in the field of logistics and supply chain management, the return policy is the competitive means for the manufacturer to manage the retailer effectively. The traditional return problem can be classified into two categories: one is the return problem between the retailer and the supplier, and the other is the return problem between the retailer and the consumer. The earliest research on return policy is based on the traditional purchasing environment, Fornell and Wernerfelt (1987) believe that liberal return policy can improve customer loyalty and positive word-of-mouth. Therefore, enterprise should regard the return policy as ...

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