电子商务论文电子商务退货风险的探究.doc

电子商务论文：电子商务退货风险的探究【中文摘要】近年来伴随着电子商务的蓬勃发展，网络购物走进 百姓人家，渐渐成为人们的消费行为Z-O而消费者的购物习惯也在 跟着发生变化，网购消费者从最初“淘便宜”向“淘品质”转变今 天的消费市场便宜已不是网购的唯…诉求能为消费者提供从导购、 商品、物流到后续服务的系列保证才是网络购物平台发展的方向电 了商务业务量的迅速增长，退货现象趋于增多的情况下，退货物 流的复杂性就会增加，电子商务企业的成本也会上升退货问题关系 到顾客做出购买决定，以及是否会进行一•次购买的决定，所以越来越 引起多方学者和网络商家的重视根据国内外研究现状，电子商务退 货风险研究主要集中在物流外包风险上，对退货业务研究多集中在退 货政策和逆向物流流程上商家选择合适的退货策略可以为其带 来利润，但电子商务退货现象不论是对消费者，还是对商家、供应 商和代销商而言，都会造成一定的时间和成本的损失,对社会资源也 是一种耗费即使商家能够对退回产晶进行充分的利用和处理， 也只能尽量减少退货带来的损失因此，从长远考虑，减少退货损失的 根本途径述是进行针对性的市场调研，明确消费者的需求变化，并及 时生产出适合的、高质量的产品，满足消费者新的需求,从源头上防范 退货事件的发生，这才是应该引起电子商务企业重视的。

本文以电子 商务的退货风险为研究对象，从网络购物的主体一网络消费者、 商家和参与第三方入手，深入分析了影响三方的退货风险影响因索， 接着采用问卷调查的形式，对建立的风险因素影响体系进行实证分析, 研究出新的风险影响因素，并证明其可行性接着提出了针对不同风 险影响因素下的防范策略，提高顾客满意度,节省企业成本，促进电子 商务的发展当然有网络交易的存在，就会伴随着退货现象的产生， 继而我们提出了电子商务退货业务的应对措施英文摘要】E-commerce is becoming one of people' s consumption behavior with the vigorous development of eIectronic commerce in recent years, in the meantime, the shopping habits of consumer are changing・ E-commerce customers have transformed from the initial “price" to"quality"・ ” Price" is not the only appeal in today' s consumer market already・ Providing consumers leading buying, goods to logi stics, from a series of guarantee to foI Iow-up service which is the direction of development in the network shopping market・ The phenomenon of e—commerce business grow quickly, return online tends to increase, the complexity of the return logistics will increase as well, which leads to increase of cost in e-commerce enterprises・ The issues of return not only concerns customers to make decisions on buying, and also concerns whether it will purchase again, therefore it will excite more and more scholars and network sellers' attention.According to the study of the status at home and abroad , the main program of return risk is logistics outsourcing risk , the main program of return busniess is return policy and adverse logi s tics process ・ The sei 1 ers on line choose an appropriate return strategy which can add to the profits, but to the consumers, seller online, consignment merchant or suppliers, the situation of e-commerce return can cause a loss of time and cost , which is also to the social resources・ Even the online seI Iers could use the products effectively which return, it has to reduce damage on returned・ Therefore, in the long run, targeted market survey, clear demand change of customers, produce suitable and high quality products promptly, satisfy the new demands of consumers , prevent incident of refund from the source, all of above which are the basic way to reduce return loss should cause the e-commerce companies to consider.The purpose of this paper is research the risk of electronic commerce return, analyze the influence factors on tripartite risk return in-depth from the network buyers, on I ine merchants and participate in the third party. Then use the questionnaire to analyze the risk factors system critically, create a new risk in fluence factors and proves its feasi bilit y. In the other aspect, it outlines a preventive strategy face to different risk factors, improving customer degree of satisfaction, cost lessening , promoting development of e-commerce・ The existence of a network transactions will be accompanied by the produce , according to above all, we puts forward measures on the phenomenon of e-commerce return business・【关键词】电子商务退货风险分析防范策略【英文关键词】Electronic commerce ReturnRisk analysis Prevention strategies【目录】电子商务退货风险的探究摘要3-4 Abstract 4 1 引言 7-14 1. 1 研究背景7-9 1.2电子商务退货问题的国内外研究现状9-11 1・2・1我国电子商务发展的总体现状9-10 1.2.2国外研究现状10-11 1.2.3国内研究现状11 1.3论文主要内容和基本框架11T2 1.4论文创新之处12-13 1.5论文研究技术路线13-14 2电子商务退货问题综述14-20 2.1电子商务退货问题的特点14-16 2.2退货管理对电子商务的重要意义16-17 2.3退货物流不同运作模式介绍17-20 3电子商务退货风险分析20- 33 3.1退货风险体系研究20-23 3. 1. 1消费者相关退货风险因索分析21 3.1.2商家相关退货风险因素分析21- 23 3. 1.3第三方相关退货风险因素分析23 3・2退货风险体系的实证研究23-33 3. 2. 1样本描述性统计分析23-24 3. 2. 2样本数据信度分析24-26 3. 2. 3样本数据效度分析26-27 3.2. 4样本数据探索性因子分析27-30 3. 2.5新影响因素验证30-33 4电子商务退货风险防范和应对研究33-43 4.1电子商务退货风险防范策略研究33-39 4. 1. 1产品质量风险防范33-34 4. 1.2产品一描述差异性风险防范34-35 4. 1. 3物流配送风险防范35-36 4. 1. 4消费习惯相关风险防范36-38 4. 1.5其他退货风险的防范38-39 4.2电子商务退货应对措施研究39-43 4. 2. 1退货政策研究39-40 4. 2. 2退货处理流程设计40-41 4. 2.3退货管理信息系统建设41-43 5结论43-44 参考文献44-46 附录 调查问卷46-48 攻读硕士学位期间发表学术论文情况48-49 致谢49【豐采买全文总】1 39938848 138113 721同时提供论文写作一对一和论文发表服务•保过包发.【说明】本文仅为中国学术文献总库合作提供，无涉版权。

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