电商正念消费的边界条件：退货政策与文化价值观

The Boundary Conditions of Mindful Consumption in E-Commerce: Return Policy and Cultural Values

摘要: 本研究旨在探究电子商务情境下正念消费的影响路径，重点揭示退货政策宽松度与文化价值观在其中的边界作用，为电商企业优化政策设计、引导理性消费提供理论支撑与实践参考。研究采用横截面问卷调查法，以电商平台消费者为调研对象，通过便利抽样与配额抽样相结合的方式收集数据，运用结构方程模型(SEM)与分层回归分析检验研究假设。结果显示，正念消费显著正向影响消费者理性购买行为、负向影响非必要退货行为，退货政策宽松度对二者关系具有显著调节作用，低宽松度下正念消费的正向效应更强而高宽松度下该效应弱化，文化价值观(个人主义/集体主义)可进一步调节上述调节效应，其中集体主义文化能缓解高宽松度对正念消费的弱化作用。结论表明，本研究填补了正念消费外部边界条件研究的缺口，构建了多变量整合框架，可为电商企业制定差异化退货政策、开展文化适配运营策略提供精准指引。

Abstract: This study explores the influence mechanism of mindful consumption in the e-commerce context, with a specific focus on examining the boundary role of return policy leniency and cultural values. The research aims to provide theoretical support and practical implications for e-commerce enterprises to optimize policy design and guide rational consumption. This study employed a cross-sectional survey method, using e-commerce platform consumers as the research subjects. Data were collected through a combination of convenience sampling and quota sampling. Structural equation modeling (SEM) and hierarchical regression analysis were used to test the research hypotheses. The results showed that mindful consumption significantly positively influenced consumers’ rational purchasing behavior and negatively influenced unnecessary return behavior. The leniency of the return policy significantly moderated the relationship between these two factors; the positive effect of mindful consumption was stronger under low leniency and weaker under high leniency. Cultural values (individualism/collectivism) further moderated this moderating effect, with collectivist culture mitigating the weakening effect of high leniency on mindful consumption. The conclusions indicate that this study fills a gap in research on the external boundary conditions of mindful consumption, constructs a multi-variable integrated framework, and provides precise guidance for e-commerce companies in developing differentiated return policies and implementing culturally adapted operational strategies.