A Study on Differences in Consumer Behavior and Typical Consumer Profiles Under the "Full Refund" Policy in E-commerce Platforms

Abstract

E-commerce "only refund" policies ease consumer rights protection yet raise merchants' burdens and upset market balance. Using text mining and questionnaires, this study analyzes 5,000 social media comments and 600 valid samples to explore heterogeneous consumer behaviors. Results reveal 78% negative public sentiment, with main worries over rule abuse, right conflicts, emotional division and product disposal. Consumer motives differ greatly, mixing legitimate claims and malicious gain. It depicts full consumer behavioral features, offering empirical evidence for policy optimization and targeted governance