摘要
随着电子商务的迅猛发展，消费者退货行为已成为影响企业运营效率和用户体验的重要因素，其复杂性与多样性亟需深入探讨。本研究旨在分析电子商务环境下消费者退货行为的影响因素及其作用机制，通过构建理论模型揭示退货行为的驱动要素。研究采用问卷调查法收集数据，并运用结构方程模型对样本进行实证分析。结果表明，产品特性、购买决策质量、物流服务以及平台政策显著影响消费者的退货意愿，其中感知风险和信任水平在上述关系中起到中介作用。此外，消费者个体差异如年龄、性别和技术接受度也对退货行为产生调节效应。本研究的创新点在于将退货行为置于多维度情境框架下考察，同时引入感知风险与信任作为中介变量，丰富了现有消费者行为理论。研究为企业优化退货政策、提升服务质量提供了实践指导，也为电商平台设计更合理的退货管理机制奠定了理论基础。最终，本研究强调了综合考虑消费者心理与外部环境因素的重要性，以实现消费者满意度与企业效益的双赢目标。
关键词：电子商务；消费者退货行为；感知风险；信任水平；结构方程模型
Abstract
With the rapid development of e-commerce, consumer return behavior has become a critical factor affecting operational efficiency and user experience, with its complexity and diversity requiring in-depth exploration. This study aims to analyze the influencing factors and mechanisms of consumer return behavior in the e-commerce context by constructing a theoretical model to reveal the driving elements of such behavior. Data were collected using a questionnaire survey method, and a structural equation model was applied for empirical analysis of the sample. The results indicate that product characteristics, purchase decision quality, logistics services, and platform policies significantly influence consumers' return intentions, with perceived risk and trust levels mediating these relationships. Moreover, individual differences among consumers, such as age, gender, and technology acceptance, exhibit moderating effects on return behavior. The novelty of this study lies in examining return behavior within a multi-dimensional contextual fr amework while introducing perceived risk and trust as mediating variables, thereby enriching existing consumer behavior theories. This research provides practical guidance for businesses to optimize return policies and enhance service quality, as well as a theoretical foundation for e-commerce platforms to design more reasonable return management mechanisms. Ultimately, this study emphasizes the importance of integrating consumer psychology and external environmental factors to achieve a win-win goal of maximizing consumer satisfaction and corporate benefits.
Keywords：E Commerce; Consumer Return Behavior; Perceived Risk; Trust Level; Structural Equation Model
目 录
摘要 I
Abstract II
一、绪论 1
(一) 电子商务环境下退货行为的研究背景 1
(二) 消费者退货行为研究的意义与价值 1
(三) 国内外相关研究现状综述 1
二、消费者退货行为的理论基础与框架构建 2
(一) 电子商务中退货行为的核心概念界定 2
(二) 消费者退货行为的主要理论支撑 2
(三) 影响消费者退货行为的关键因素分析 3
(四) 退货行为研究的理论框架构建 4
三、消费者退货行为的影响因素实证分析 4
(一) 数据收集与样本特征描述 4
(二) 产品属性对退货行为的影响分析 5
(三) 平台政策与服务对退货行为的作用 5
(四) 消费者个体特征对退货行为的影响 6
四、优化电子商务退货行为的策略探讨 6
(一) 提升消费者满意度的退货机制设计 6
(二) 平台在退货行为管理中的角色定位 7
(三) 减少非必要退货的企业应对策略 7
(四) 构建可持续发展的退货服务体系 8
结 论 9
参考文献 10
