摘要
随着电子商务的蓬勃发展，消费者退货行为已成为影响平台运营效率与商家利润的重要因素。本研究基于计划行为理论，采用混合研究方法，通过问卷调查和深度访谈相结合的方式，对电商平台上消费者退货行为的成因进行系统性分析。研究选取国内三大主流电商平台的消费者作为研究对象，共收集有效问卷1278份，并对30名具有频繁退货经历的消费者进行深度访谈。研究发现，消费者退货行为主要受产品质量、描述准确性、物流时效及售后服务四大因素影响，其中产品与描述不符是导致退货的最主要原因（占比47.3%）。研究创新性地构建了"感知-决策-行为"三维度分析模型，揭示了消费者从产生退货意愿到实施退货行为的心理机制。基于实证分析结果，本文提出了优化商品展示、完善售后服务体系、建立智能预警机制等针对性对策建议。研究成果不仅丰富了电子商务领域的行为研究理论框架，也为电商平台制定差异化服务策略提供了实践指导，对降低平台整体退货率具有重要的现实意义。
关键词：电子商务；消费者退货行为；计划行为理论
Abstract
With the rapid development of e-commerce, consumer return behavior has become a significant factor affecting platform operational efficiency and merchant profitability. This study, based on the Theory of Planned Behavior, employs a mixed-methods research approach by combining questionnaire surveys and in-depth interviews to systematically analyze the causes of consumer return behavior on e-commerce platforms. The research selected consumers from three major domestic e-commerce platforms as subjects, collecting 1,278 valid questionnaires and conducting in-depth interviews with 30 consumers who have frequent return experiences. The study reveals that consumer return behavior is primarily influenced by four factors: product quality, desc ription accuracy, delivery timeliness, and after-sales service, with product-desc ription inconsistency being the most significant cause of returns (accounting for 47.3%). The research innovatively constructs a three-dimensional "Perception-Decision-Behavior" analytical model, elucidating the psychological mechanism from consumers' return intention formation to actual return behavior implementation. Based on empirical analysis results, this paper proposes targeted countermeasures including optimizing product presentation, improving after-sales service systems, and establishing intelligent early warning mechanisms. The research findings not only enrich the theoretical fr amework of behavioral studies in e-commerce but also provide practical guidance for e-commerce platforms to formulate differentiated service strategies, holding significant practical implications for reducing overall platform return rates.
Keywords： E-commerce; Consumer Return Behavior; Theory of Planned Behavior
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景与意义 1
（二）国内外研究现状 1
（三）研究方法与思路 2
二、电商平台消费者退货行为特征分析 3
（一）退货行为的类型与表现 3
（二）退货行为的时间分布特征 3
（三）退货行为的商品类别差异 4
三、电商平台消费者退货行为影响因素研究 5
（一）消费者个体因素对退货行为的影响 5
（二）商品属性因素对退货行为的影响 5
（三）平台服务因素对退货行为的影响 6
四、电商平台消费者退货行为管理对策 8
（一）基于商品质量的预防性措施 8
（二）基于服务优化的过程性措施 8
（三）基于数据分析的决策支持系统构建 9
结 论 11
随着电子商务的蓬勃发展，消费者退货行为已成为影响平台运营效率与商家利润的重要因素。本研究基于计划行为理论，采用混合研究方法，通过问卷调查和深度访谈相结合的方式，对电商平台上消费者退货行为的成因进行系统性分析。研究选取国内三大主流电商平台的消费者作为研究对象，共收集有效问卷1278份，并对30名具有频繁退货经历的消费者进行深度访谈。研究发现，消费者退货行为主要受产品质量、描述准确性、物流时效及售后服务四大因素影响，其中产品与描述不符是导致退货的最主要原因（占比47.3%）。研究创新性地构建了"感知-决策-行为"三维度分析模型，揭示了消费者从产生退货意愿到实施退货行为的心理机制。基于实证分析结果，本文提出了优化商品展示、完善售后服务体系、建立智能预警机制等针对性对策建议。研究成果不仅丰富了电子商务领域的行为研究理论框架，也为电商平台制定差异化服务策略提供了实践指导，对降低平台整体退货率具有重要的现实意义。
关键词：电子商务；消费者退货行为；计划行为理论
Abstract
With the rapid development of e-commerce, consumer return behavior has become a significant factor affecting platform operational efficiency and merchant profitability. This study, based on the Theory of Planned Behavior, employs a mixed-methods research approach by combining questionnaire surveys and in-depth interviews to systematically analyze the causes of consumer return behavior on e-commerce platforms. The research selected consumers from three major domestic e-commerce platforms as subjects, collecting 1,278 valid questionnaires and conducting in-depth interviews with 30 consumers who have frequent return experiences. The study reveals that consumer return behavior is primarily influenced by four factors: product quality, desc ription accuracy, delivery timeliness, and after-sales service, with product-desc ription inconsistency being the most significant cause of returns (accounting for 47.3%). The research innovatively constructs a three-dimensional "Perception-Decision-Behavior" analytical model, elucidating the psychological mechanism from consumers' return intention formation to actual return behavior implementation. Based on empirical analysis results, this paper proposes targeted countermeasures including optimizing product presentation, improving after-sales service systems, and establishing intelligent early warning mechanisms. The research findings not only enrich the theoretical fr amework of behavioral studies in e-commerce but also provide practical guidance for e-commerce platforms to formulate differentiated service strategies, holding significant practical implications for reducing overall platform return rates.
Keywords： E-commerce; Consumer Return Behavior; Theory of Planned Behavior
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景与意义 1
（二）国内外研究现状 1
（三）研究方法与思路 2
二、电商平台消费者退货行为特征分析 3
（一）退货行为的类型与表现 3
（二）退货行为的时间分布特征 3
（三）退货行为的商品类别差异 4
三、电商平台消费者退货行为影响因素研究 5
（一）消费者个体因素对退货行为的影响 5
（二）商品属性因素对退货行为的影响 5
（三）平台服务因素对退货行为的影响 6
四、电商平台消费者退货行为管理对策 8
（一）基于商品质量的预防性措施 8
（二）基于服务优化的过程性措施 8
（三）基于数据分析的决策支持系统构建 9
结 论 11
参考文献 12
