| Summary: | 碩士 === 國立中正大學 === 企業管理系行銷管理研究所 === 106 === In recent years, due to the advanced technology, many consumers tend to seek the more convenient ways to go shopping, resulting in the prevalence of online shopping, and online shopping platforms are also found everywhere. Online shopping doesn’t require face-to-face contact. Although it might be convenient, it also increases the uncertainty for consumers to purchase goods. For example, there may be inconsistencies in pictures and products, or the goods might have some flaws, and so on. Moreover, retailers are trying to attract consumers to purchase, they have launched a policy that consumers are allowed to return their products in seven days or they can return the products with no reason. However, with the great increase in sales volume, the volume of returning goods also increases. As a result, there are many additional personnel and logistics costs to retailers. This situation is even more detrimental to retailers. The reason for the increase in return volume may be from the consumers’ selfishness and abuse. Besides, consumers return the used or damaged products, or they have the intention of returning goods before the purchase, this phenomenon is called "Deshopping proclivity". It comes with the ethical issues as well. This situation has become increasingly serious. Compared with foreign countries, deshopping proclivity has been researched as early as the 1970s. At present, there are fewer literatures related deshopping proclivity in Taiwan can be referred, and foreign researches also have different results due to different cultures and customs. If the retailers in Taiwan need to manage this phenomenon, there will inevitably be many investigations that must be completed, so exploring this issue is much more important and necessary.
This study focuses on the effects of religiosity, moral disapproval, past deshopping proclivity, attitude, subjective norms and perceived behavior control on the intention of deshopping proclivity. Based on the relevant literatures, this study establishes a model and proposes the hypothesizes to detect the intention of consumer fraud returns. The data and survey are collected by online questionnaires, and finally validates the research hypothesizes with structural equation modeling.
Finally, this study will provide relevant management advice to online retailers based on the results of the research, and hope that consumers have a correct perspectives of returning products and enable their coreect ethics through the communication. Also, it enables the online retailors improve the increasing problems of deshopping; therefore, they can have the proper suggestions and the improvements on both management and sales.
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