دانلود مقاله ISI انگلیسی شماره 50624
عنوان فارسی مقاله

اثرات سیاست های تضمین خرده فروش پس از خرید بر روی برداشت های مصرف کننده با تاثیر تعدیل ریسک مالی و پیچیدگی محصول

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
50624 2008 9 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Effects of retailer post-purchase guarantee policies on consumer perceptions with the moderating influence of financial risk and product complexity
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Retailing and Consumer Services, Volume 15, Issue 4, July 2008, Pages 306–314

کلمات کلیدی
تضمین خرده فروش - تضمین بازگشت پول - برنامه های گارانتی - بازگشت محصول
پیش نمایش مقاله
پیش نمایش مقاله  اثرات سیاست های تضمین خرده فروش پس از خرید بر روی برداشت های مصرف کننده با تاثیر تعدیل ریسک مالی و پیچیدگی محصول

چکیده انگلیسی

The objective of this study was to assess the effects of two characteristics of retailer post-purchase guarantee policies RPGPs, namely the terms of the policy (i.e., product exchange only versus product exchange or money refund) and the length of time allowed for returning the product, on perceived product quality, retailer's image, and consumer need for additional information. The results of an experiment involving 164 adult consumers revealed that the time allowed for product return had a positive impact on retailer's image and a negative impact on the felt need for additional information. In addition, RPGPs allowing a money refund led to a more positive retailer's image. Contrary to expectations, the characteristics of RPGPs did not have an influence on the perception of product quality. Financial risk was a significant moderator of the relationship between the terms of the RPGP and retailer's image and of the relationship between the length allowed for returning the product and the need for additional information, but it did not moderate the other relationships. Product complexity moderated the relationship between length of time and the need for more information but had no moderating impact on the other relationships. The results of this study offer some insights to retailers wishing to evaluate the benefits of RPGPs for their retail operations and contribute to the body of scientific knowledge concerning this important topic in retail management.

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