退货运费险参保行为的影响因素研究

PAGE \* MERGEFORMATII退货运费险参保行为的影响因素研究——基于贵州财经大学学生的调查摘要：电子商务的发展迅速使得有越来越多的人们在网上开始购物，这也逐渐成为人们生活中的一部分。相关的保险公司为了给消费者提供退货的便利，专门推出了在淘宝上的退货运费险，该险种是通过网上渠道进行宣传并参保。该险种一经上市就获得了广大消费者的好感，因为该险种高效有效的解决了在网购过程中发生的因退货产生的各种纠纷。但是该险种才刚刚上市，所以存在的问题还很多。本文旨在进一步完善退货运费险市场。本研究设计了问卷调查，并运用了问卷调查法、文献分析法、信息研究方法，在全面了解消费者行为理论的基础上，分析网络购物消费者退货运费险参保行为影响因素并设计问卷，以贵州财经大学的学生为调查对象，获取调研数据，对影响因素进行实证分析，并提出可行性建议。关键词：退货运费险；参保行为；影响因素Research on the Factors Affecting the Behavior of Returned Freight Insurance——Based on the survey of students from Guizhou University of Finance and EconomicsAbstract ： With the rapid development of e-commerce, online shopping has become a very important shopping method in people's daily life. In order to meet the return demand of the majority of online shoppers, Huatai Insurance Company launched an innovative insurance product sold by e-commerce in 2010 - Taobao return shipping insurance. The launch of this insurance effectively solved the disputes that may be caused by the return of online shopping transactions, so the product has been favored by consumers as soon as it is launched. However, as a new product, return shipping insurance also has many problems. Therefore, in order to improve the return shipping insurance insurance market, it is very important to further study the return shipping insurance.Based on the comprehensive understanding of consumer behavior theory, this PAGE \* MERGEFORMATIIpaper analyzes the influencing factors of online shopping consum...