| Abstrakt: |
Online shopping provides consumers with lower product prices and a more convenient shopping experience, but more and more lenient return policies have also increased the rate of unnecessary returns and fostered improper opportunistic return behavior. The classification quadrant is drawn by regrouping and classifying different online shopping return behavior. Also considering the consumers' willingness to return and retention, the returns are classified into five categories: reasonable returns, strategic returns, fraudulent shopping, fraudulent returns and unplanned returns, of which the latter four are opportunistic return behavior. According to the influencing factors of different types of opportunistic return behavior, explore the causes of opportunistic return behavior and analyze the impact results, and finally, reasonable suggestions for controlling the return rate of online shopping are proposed to provide management insights for online shopping platform merchants to establish good customer relationships and reduce unnecessary return costs. [ABSTRACT FROM AUTHOR] |
