반품의 경제학 (한·중 전자상거래 반품 서비스 비교)

김지원

(金智元)
ㆍ 국립부경대학교 대학원 국제통상물류학과 박사
ㆍ국립부경대학교 대학원 국제통상물류학과 석사
ㆍ전공: 국제통상물류
ㆍ주요연구 분야: 전자상거래, 역물류, 반품서비스, 택배서비스
ㆍ주요연구 주제: 한·중 전자상거래 반품서비스 비교, 택배 역물류
ㆍ관심분야: 친환경 물류, 탄소중립, 중국 택배산업, 전자상거래 플랫폼

제1부 반품, 왜 경제의 문제인가 ······················································ 11

제1장 전자상거래와 반품의 시대 ····································································· 12
1. 전자상거래 반품의 증가와 그 배경 ············································· 12
2. 이 책의 목적 ···················································································· 16
3. 이 책의 구성 ···················································································· 18

제2장 역물류의 이해 ·························································································· 19
1. 역물류의 개념 ··················································································· 19
2. 역물류 연구의 흐름 ········································································· 21

제2부 한국과 중국의 반품 서비스 ··················································· 25

제3장 반품 서비스의 개념과 현황 ··································································· 26
1. 반품 서비스란 무엇인가 ································································· 26
2. 한국 반품 서비스의 현황과 과제 ················································· 28
3. 중국 반품 서비스의 현황과 과제 ················································· 31

제3부 소비자는 반품 서비스를 어떻게 평가하는가 ········· 37

제4장 반품 서비스 역량의 여섯 가지 요인 ··················································· 38
1. 관리시스템 ························································································ 38
2. 비용 ···································································································· 39
3. 편의성 ································································································ 40
4. 속도 ···································································································· 41
5. 고객센터의 대응성 ··········································································· 41
6. 친환경의식 ························································································ 42

제5장 반품정책, 만족, 재이용, 충성 ······························································· 44
1. 반품정책 선호도 ··············································································· 44
2. 고객 만족도 ······················································································ 45
3. 플랫폼 재사용의도 ··········································································· 46
4. 플랫폼 충성도 ··················································································· 47

제6장 연구의 설계: 모형과 가설 ····································································· 49
1. 연구 모형 ·························································································· 49
2. 연구 가설 ·························································································· 51
3. 변수의 정의와 측정 ········································································· 63
4. 자료 수집과 분석 방법 ··································································· 71

제4부 한·중 소비자 실증 비교 ································································· 73

제7장 응답자 특성과 측정 도구 검증 ····························································· 74
1. 응답자의 특성 ··················································································· 74
2. 신뢰도와 타당도 ··············································································· 83
3. 변수 간 상관관계 ············································································· 87

제8장 무엇이 만족을 만드는가 ········································································ 92
1. 분석 방법: 다중회귀분석 ································································ 92
2. 반품 서비스 역량이 만족도에 미치는 영향 ································ 92

제9장 무엇이 재이용과 충성을 만드는가 ····················································· 100
1. 반품 서비스 역량이 재사용의도에 미치는 영향 ······················ 100
2. 반품 서비스 역량이 충성도에 미치는 영향 ······························ 109
3. 반품정책 선호도의 영향 ······························································· 117

제5부 전략과 과제 ························································································· 125

제10장 한·중 비교 결과 종합 ········································································· 126
1. 만족도: 한국과 중국의 비교 ························································ 126
2. 재사용의도: 한국과 중국의 비교 ················································ 128
3. 충성도: 한국과 중국의 비교 ························································ 130

제11장 반품 전략과 남은 과제 ······································································ 133
1. 학술적·실무적 시사점 ··································································· 133
2. 남은 과제와 향후 연구 방향 ······················································· 141


- 부록: 상세 통계표 ·························································································· 142
- 참고문헌 ········································································································· 157