【摘要】 基于国内某知名B2C电商企业服装品类产品的退货数据，通过倾向得分匹配方法、双重差分回归模型和普通最小二乘法，分析不同原因导致的退货经验对消费者后续网购数量的影响、退货经验对顾客购买产品品类宽度的影响、以及上门揽退服务对消费者后续网购行为的影响。研究结果表明：(1)无论什么原因导致的退货经验对顾客后续的网购数量均有促进作用，但不同原因导致的退货经验对后续网购量的促进效果不同，因“七天无理由退货”这一原因退货的顾客后续网购量的增量最大，而因“实物与描述不符”这一原因退货的顾客后续网购量的增量最小；(2)退货经验可以促进消费者网购更多品类的产品；(3)上门揽退服务可以显著提高顾客的下单数量，但不能显著提高顾客的总购买数量。更多还原

【Abstract】 The study analyzes the impact of product return experience on consumers′ subsequent purchase behavior based on a well-known domestic B2 C e-commerce company′s product sales and return data. The main methodologies used in this paper include propensity scoring matching, difference-in-difference regression, and the ordinary least square regression. We examine the impact of product return experience caused by different reasons on consumers′ subsequent purchase quantities, the impact of product return experience on the width of product categories purchased by customers, and the impact of door-to-door return service on consumers’ subsequent shopping behavior. The results demonstrate that:(1) No matter what the reason is, return experience can significantly promote customers′ subsequent online consumption quantities, but the promotion effect of the return experience caused by different reasons on the number of subsequent online purchase is different. Moreover, customers in the “returns without any reason” group have the largest increase in purchase quantity in the following year, while customers who return products due to the inconsistency of product information and real products have the smallest increase in subsequent consumption.(2) Product return experience can promote consumers to purchase more categories of products online.(3) The door-to-door return service can significantly increase the number of orders placed by customers, however it cannot significantly increase the total number of goods consumed by customers.更多还原