| Summary: | 碩士 === 國立東華大學 === 數位知識管理碩士學位學程 === 97 === The difficulty that e-shop faces is, the customers return goods appear the fast growth, these return goods the huge loss and the mechanism which afterwards processes is the huge cost which the shop owner must face, how processes properly the huge quantity of returned goods, already became the shop owner's important question, but in the correlation literature discussed the network shopping consumer to return goods extremely minority.In addition, entrepreneur offen thinks in promotes customer satisfaction, but returns goods rate really can reduce? This research penetrates three kind of communication channel: Taiwan biggest Bulletin Board System (PTT) of network shopping version, as well as the student who studies in National Dong Hwa University of the college of management penetrates the email, the paper this provide questionnaire separately, the goal is the hope penetration different provide channel to understand when is filled in measuring answers responded whether differently, as well as this research model whether can have a difference to the different grouping and the communication channel, yielding 544 questionnaires. The logistic regression analysis result showed that, Three kind of different communication channel, “customer service construct”, “product construct” are the primary factor of affect the consumer returns goods or not, but promotes consumer satisfaction, returns goods rate cannot really be able to reduce; In addition, because “secure construct” don't obviously affect the consumer to returns goods, deduces its reason is because lose personal information and credit card fraud, creates the puzzle to the consumer not to be able to respond returns goods in the consumer or not. But “customer service construct” takes, can choose the probability which returns goods is to “customer service construct” relative value 1.948 times, when consumer's the experiecne of network shopping is above 2 years and has the return experiecne of network shopping, its probability of return is high form the other.Establishes the model the forecast rate of accuracy in three kind of different acquisition of communication channel, all surpasses above 75%; and according to the model the forecast, after the experience service fault, customer's returned goods probability is nearly 70%.
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