Measurement of Subjective Return Intention of Online Customer and the Relationship with Consumption Behavior
（Hebei University of Science and Technology，Shijiazhuang，Hebei050018，China） Abstract：Concerning product return behavior in online consumption，the author puts forward the definition of objective return intention from the angel of consumers’individual differences. Based on the theory of Planned Behavior (TPB)，and with the help of factor analysis，the author establishes a measurement system for online customers’subjective return intention from such three dimensions as attitude，subjective norm and perception control，explores the relation among subjective return intention，the related sub-dimensions，and consumption behavior variables，and explores the strong signals that can be used to track consumption involving the risk of return. It is found that：first，customers’subjective return intention can be measured by 11 indicators of such four dimensions as return attitude，social pressure，support from relatives and friends，and perception control；and subjective return intension and the sub-dimensions is significantly correlated with some consumption behaviors，and among all these behaviors，the purchasing frequency of return insurances，online shopping frequency，and customers’habit in visiting online shopping platforms can be used as the important indicators for data mining.
Key words：online consumer；subjective return intention；online consumer behavior；product return