摘要
随着人们消费水平的不断提高,电子商务平台为快速时尚品的销售创造了机会,但也存在退货率居高不下的问题。基于快速时尚品的线上销售环境,分别从商家不同的退货策略进行分析,考虑了具有不同消费心理的顾客行为,构建不同商家策略在不同场景下消费者行为效用模型,通过模型分析不同消费者行为,并为商家制定退货策略和销售策略提供了理论依据。对于商品价值更高的快速时尚商品,商家应做出努力使得网站商品描述更接近于实际,甚至应当使顾客收到货后的体验大于或者远大于顾客期望。
With the continuous improvement of people’s consumption level, e-commerce platform has created opportunities for the sales of fast fashion products, but there is also a problem of high return rate. Based on fast fashion products online sales environment, the study analyzes different return strategy respectively from the merchants, considering the customer behaviour with different consumption psychology, builds different business strategy consumer behavior utility model under different scenarios,analyzes different consumer behavior through the model, and provides a theoretical basis to formulate return strategy and marketing strategy for merchants. For fast fashion products with higher commodity value, merchants should make efforts to make the description of products on the website closer to the reality, and even make the experience of customers after receiving the goods greater than or far beyond the expectations of customers.
作者
王琳
侯香艳
WANG Lin;HOU Xiangyan
出处
《商业经济》
2020年第6期117-119,共3页
Business & Economy
基金
湖南省教育厅科学研究项目:快速时尚品无理由退货逆向物流博弈研究(17C0802)
湖南省大学生研究性学习和创新性实验计划项目:基于互联网+的快递包装回收物流调查及绿色化体系设计(1204)
关键词
快速时尚品
退货
行为效用
fast fashion products
return the goods
behavior effectiveness
