摘 要
随着电子商务的迅猛发展，退货政策作为影响消费者购物体验的重要因素，逐渐成为学术界和业界关注的焦点。本研究旨在探讨电子商务平台退货政策与消费者满意度之间的关系，并进一步分析不同维度的退货政策对消费者满意度的具体影响。基于国内外相关理论与实证研究，本文选取了退货便利性、退货成本、退货时间限制以及退货沟通机制四个关键维度，构建了退货政策与消费者满意度的关系模型。通过问卷调查法收集数据，并运用结构方程模型（SEM）进行分析，最终得出了以下结论：首先，退货便利性和退货沟通机制对消费者满意度具有显著正向影响；其次，退货成本的降低能够有效提升消费者的满意度；最后，退货时间限制的影响相对有限，但其作用在特定商品类别中仍不可忽视。本研究的创新点在于首次将退货沟通机制纳入分析框架，并揭示了其在退货政策中的重要作用。此外，研究还结合实际案例，提出了优化退货政策以提升消费者满意度的具体建议。本研究不仅丰富了电子商务领域的消费者行为理论，也为电商平台制定更加科学合理的退货政策提供了实践指导，从而为提升消费者满意度和促进电子商务健康发展作出了重要贡献。
关键词：退货政策；消费者满意度；退货沟通机制；结构方程模型（SEM）；电子商务平台
Abstract
With the rapid development of e-commerce, return policies, as a critical factor influencing consumer shopping experiences, have gradually become a focal point of both academic research and industry practice. This study aims to explore the relationship between return policies on e-commerce platforms and consumer satisfaction, further analyzing the specific impacts of different dimensions of return policies on consumer satisfaction. Based on relevant theoretical and empirical studies from domestic and international sources, this paper selects four key dimensions—return convenience, return cost, return time limitation, and return communication mechanisms—to construct a model illustrating the relationship between return policies and consumer satisfaction. Data were collected through a questionnaire survey and analyzed using structural equation modeling (SEM). The findings reveal that: first, return convenience and return communication mechanisms significantly and positively influence consumer satisfaction; second, reducing return costs effectively enhances consumer satisfaction; and third, the impact of return time limitations is relatively limited but remains noteworthy for specific product categories. A notable innovation of this study lies in its incorporation of the return communication mechanism into the analytical fr amework, highlighting its significant role within return policies. Additionally, by integrating practical case studies, this research proposes specific recommendations for optimizing return policies to enhance consumer satisfaction. This study not only enriches the theoretical understanding of consumer behavior in the context of e-commerce but also provides practical guidance for e-commerce platforms in developing more scientifically sound and reasonable return policies, thereby contributing significantly to improving consumer satisfaction and promoting the healthy development of e-commerce.
Keywords: Return Policy; Consumer Satisfaction; Return Communication Mechanism; Structural Equation Model (SEM); E-Commerce Platform
目 录
一、绪论 1
（一）电子商务平台退货政策的研究背景 1
（二）消费者满意度的重要性与研究意义 1
（三）国内外研究现状综述 1
（四）研究方法与技术路线 2
二、退货政策对消费者满意度的影响机制 2
（一）退货政策的基本构成要素 2
（二）消费者满意度的形成过程分析 3
（三）退货政策与消费者信任的关系 3
（四）退货成本对消费者决策的影响 4
（五）影响机制的理论模型构建 4
三、电子商务平台退货政策的实证分析 5
（一）数据来源与样本选择 5
（二）退货政策关键变量的测量方法 5
（三）消费者满意度的量化指标设计 6
（四）实证模型的构建与假设检验 6
（五）实证结果分析与讨论 7
四、提升消费者满意度的退货政策优化策略 7
（一）退货政策的设计原则与框架 7
（二）不同消费群体的差异化退货政策 8
（三）平台运营成本与消费者满意度的平衡 8
（四）技术支持在退货政策中的应用 9
（五）政策优化的实践案例分析 9
结论 10
参考文献 11
致 谢 12
