| Summary: | 碩士 === 國立臺北科技大學 === 工業工程與管理研究所 === 98 === As e-commerce development, maturity and completely, more and more consumer choice Internet shopping instead of traditional shopping. For the Internet manager of enterprise, shopping and return are close. Reverse material flow cost is twice more than the material flow cost. The way to reduce the reverse material flow cost is to let the return rate decrease. This is the important issue to run an online shop.
The study used In-Depth Interview method. The interview to the director internet service department of 特力屋 finds that return rate has reduced from 50 percent to 3 or 4 percent. The study design the questionnaire to the internet member of特力屋according to online service failures. The study finds that the relationship of online service failures and return goods or not are close by using the descriptive statistics, factor Analysis, reliability test, validity test, and logistics regression to verify all of hypotheses in this case.
The study finds that 特力屋 use some methods to reduce return rate of online store. One is "to improve product picture and description of correctness", the other as "fast shipping". The third is "Customer Service training. " There are 271 valid questionnaires in this case. The study uses logistic regression analysis revealed that there are several dimensions cause online service failure. Products, distribution, website, customer service, Security are consistent with assumptions of this study.
Depth interviews and questionnaires find that improving product pictures and descriptions are correlated with web site dimension of the hypothesis. Fast shipping line is correlated with delivery dimension of the hypothesis. Customer service training is correlated with customer service dimension of the hypothesis. Therefore, reducing online store return rate and consumer aspiration to online service failure are positively related. In short, this study can be informed that the way to reduce online return rate practice to meet consumer demand.
Reducing online return rate is an important issue to online stores, but the study about return rate are still a very small number. The study provides efficiency ways to reduce return rate for online store managers to refer.
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