玉石直播电商中消费者退货行为影响因素研究

doi:10.16381/j.cnki.issn1003-207x.2024.0523

Abstract

Abstract:

Live broadcasting platforms， encompassing both general platforms （e.g.， TikTok and Kuaishou） and specialized platforms （e.g.， Jade Empire）， have emerged as innovative sales channels for jade products such as Hotan Jade and Jadeite. These platforms have revolutionized the marketing of high-value， non-standardized products like jade， offering consumers immersive and interactive shopping experiences. However， the rapid growth of the jade live-streaming has introduced several operational challenges， most notably the exceptionally high return rate. According to data provided by Jade Empire Co.， Ltd.， the return rate for jade products in live-streaming can reach up to 80%， significantly exceeding other product categories. This issue poses critical challenges to both merchants and platforms in managing costs and maintaining customer satisfaction. The determinants of consumer return behavior in the jade live-streaming context is investigated， focusing on two key dimensions of return behavior： the likelihood of returns and the return time interval. Drawing on data from two distinct platforms， Jade Empire （a specialized jade platform） and TikTok （a general live-streaming platform）， the influence of platform characteristics， product features， and merchant operation strategies on return behavior is examined. Employing empirical methods， including logit regression and linear regression models， the following key insights are derived：（1） Jade products sold on TikTok exhibit significantly higher return rates compared to those on Jade Empire. This difference can be attributed to the broader， less specialized audience of TikTok， which includes a higher proportion of impulsive buyers with limited knowledge of jade products. （2） The relationship between product prices and return rates follows an inverted U-shaped curve. Low-priced and high-priced jade products are associated with lower return rates， while mid-priced products exhibit the highest return rates. Additionally， bracelet products， characterized by high matching uncertainty （e.g.， size， fit）， show a notably higher return rate compared to other jade product types. （3） Operational factors such as price discounts and live-streaming schedules significantly influence return rates. Offering price discounts increases return rates by encouraging impulsive purchases. Furthermore， daytime live-streaming events are associated with higher return rates compared to nighttime events， as daytime viewers often face external distractions that impair their ability to make informed decisions. （4） The type of live-streaming platform moderates the relationship between product features， operational strategies， and return behavior. General platforms like TikTok amplify the effects of product and operational characteristics on return rates， while specialized platforms like Jade Empire mitigate these effects by attracting a more knowledgeable and engaged audience. （5） By analyzing return time intervals， two distinct return behavior patterns are identified： impulsive returns （occurring before product delivery） and experiential returns （occurring after product receipt and usage）. Mid-priced products and bracelet products are more likely to prompt impulsive returns due to heightened expectations or mismatched features. Conversely， price discounts and nighttime live-streaming extend return time intervals by encouraging consumers to experience the product before deciding to return it. It contributes to the literature on live-streaming commerce and product return behavior by integrating insights from platform-specific dynamics and consumer decision-making processes in this paper. The findings offer valuable insights into live-stream scheduling， product assortment management， and platform selection， all of which can help reduce return rates and enhance consumer experience.

Key words: live-streaming e-commerce, jade products, consumer returns, impact factors

CLC Number:

F724.6

Demei Kong,Yongbo Xiao,Zhao Yang, et al. Impact Factors of Consumer Return Behavior in Jade Products Live-streaming E-commerce[J]. Chinese Journal of Management Science, 2026, 34(4): 205-217.

Figures/Tables 6

Variable	N	Mean	Std	Min	Max
全部订单
$R e t u r n i$	89992	0.14	0.347	0	1
$P l a t f o r m i$	89992	0.11	0.313	0	1
$l n P r i c e i$	89992	6.034	2.717	0.039	11.513
$P r o d u c t i$	89992	0.091	0.288	0	1
$D i s c o u n t i$	89987	0.286	0.452	0	1
$N i g h t i$	89992	0.492	0.5	0	1
翡翠王朝APP：2019年7月-2020年2月
$R e t u r n i$	43937	0.135	0.341	0	1
$l n P r i c e i$	43937	6.625	2.682	0.039	11.513
$P r o d u c t i$	43937	0.04	0.196	0	1
$D i s c o u n t i$	43937	0.415	0.493	0	1
$N i g h t i$	43937	0.527	0.499	0	1
翡翠王朝APP：2020年7月-2021年2月
$R e t u r n i$	36161	0.071	0.257	0	1
$l n P r i c e i$	36161	5.108	2.599	0.693	11.513
$P r o d u c t i$	36161	0.04	0.197	0	1
$D i s c o u n t i$	36156	0.19	0.393	0	1
$N i g h t i$	36161	0.476	0.499	0	1
手镯之家：2023年7月-2024年2月
$R e t u r n i$	9894	0.411	0.492	0	1
$l n P r i c e i$	9894	6.8	2.289	0.693	11.391
$P r o d u c t i$	9894	0.505	0.5	0	1
$D i s c o u n t i$	9894	0.058	0.234	0	1
$N i g h t i$	9894	0.399	0.49	0	1

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	（1）	（2）	（3）	（4）	（5）	（6）
	Return	Return	Return	Return	Return	lnReturnTime
Platform	1.313^***	-1.319^***	1.309^***	1.423^***	1.254^***
	(0.039)	(0.39)	(0.045)	(0.04)	(0.047)
lnPrice	0.99^***	0.887^***	0.99^***	0.981^***	0.993^***	0.509^***
	(0.037)	(0.037)	(0.037)	(0.037)	(0.037)	(0.037)
lnPrice²	-0.059^***	-0.055^***	-0.059^***	-0.059^***	-0.06^***	-0.032^***
	(0.003)	(0.003)	(0.003)	(0.003)	(0.003)	(0.003)
Product	1.119^***	0.95^***	1.111^***	1.096^***	1.129^***	-0.097^**
	(0.038)	(0.044)	(0.054)	(0.038)	(0.038)	(0.048)
Discount	0.799^***	0.823^***	0.8^***	0.883^***	0.796^***	0.493^***
	(0.029)	(0.029)	(0.029)	(0.03)	(0.029)	(0.034)
Night	-0.069^***	-0.051^**	-0.069^***	-0.067^***	-0.105^***	0.094^***
	(0.025)	(0.025)	(0.025)	(0.025)	(0.029)	(0.031)
lnPrice×Platform		0.646^***			0.126^**
		(0.11)			(0.056)
lnPrice²×Platform		-0.036^***
		(0.008)
Product×Platform			0.014
			(0.076)
Discount×Platform				-0.989^***
				(0.103)
Night×Platform					0.126^**
					(0.056)
月份固定效应	Yes	Yes	Yes	Yes	Yes	Yes
_cons	-6.113^***	-5.651^***	-6.109^***	-6.137^***	-6.105^***	2.22^***
	(0.14)	(0.139)	(0.141)	(0.14)	(0.14)	(0.135)
Observations	53831	53831	53831	53831	53831	5919
R²	0.17	0.172	0.17	0.172	0.17	0.092

Impact Factors of Consumer Return Behavior in Jade Products Live-streaming E-commerce

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