| Summary: | 碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 100 === Along with the continuous growth of the global retailing, everyone has focused on whether retailers provide good customer services or not. When retailers provide services to customers, they also promise customers to return products to them. Within a reasonable range, retailers will try to let customers return products, then to meet customers’ needs, but customers are insatiable and likely to do something that damage retailers. Therefore, dysfunctional customer behaviors have become the issues that we are increasingly concerned about.
The purpose of this paper is to explore whether customers are likely to become fraudulent returner behind the offering of lenient returns policies by retailers or not. In order to effectively explore the intention of fraudulent returning, we apply the Theory of Planned Behavior (TPB) as the basic theory. The dimensions of past experience, public self-consciousness, knowledge of return rules and regulations, perceived impact of fraudulent returning, thrill-seeking need, anomia, and perceived service quality are the antecedents of the TPB. This study establishes research model and hypothesis according to the literatures. The 734 valid samples are from physical store and online customers by questionnaires. Finally, this study uses Structural Equation Modeling (SEM) to test the model fit and hypothesis.
The findings of the research are as following: (1) The research model has its reasonable fitness. (2) Attitude toward fraudulent return, subject norm and perceived behavior control have respectively significant effects on fraudulent return intention. (3) Past experience has positive significant impact on subject norm. (4) Past experience and perceived impact of fraudulent returning have positive significant effects on attitude toward fraudulent return; knowledge of rules and regulations has negative significant effects on attitude toward fraudulent return. (5) Public self-consciousness, knowledge of rules and regulations, perceived impact of fraudulent returning, thrill-seeking needs and perceived service quality have positive significant effects on perceived behavior control. Finally, we propose practical implications and additional researches by the results of study.
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