More is better than less? The influence mechanisms of e-sellers service guarantee

摘要：

　　Service guarantee is a dilemma for e-sellers.As it will increase buyers purchase intentions,but it may leads to more return goods too.Our research makes an effort to study the influence mechanism of service guarantee,in order to help e-seller to make their retail decisions.The results of our empirical analysis indicate that the higher the strength of service guarantee is,the higher degree of the sales level is.Besides,service guarantee will influence the refund rate with inverse U-relationship.So it is necessary to select a reasonable level of service guarantee.

关键词： online sales level service guarantee opportunism behavior refund rate

作者: Silu Yu Xueni Li Xiaoling Li Xishu Zheng

作者单位: School of Business and Administration, Zhongnan University of Economies and Law, China

会议类型: 国际会议

会议名称: The Twelfth Wuhan International Conference on E-Business(第十二届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 191-197

在线出版日期: 2013-05-25（万方平台首次上网日期，不代表论文的发表时间）