NPD Group 指出，去年在美國(guó)每購(gòu)買(mǎi)10部智能手機(jī)中，大約有一部會(huì)遭到退貨，而退貨的原因往往是因?yàn)槭褂谜哒J(rèn)定它有缺陷，因而把智能手機(jī)當(dāng)成像其它消費(fèi)性產(chǎn)品般地退回店家。 在智能手機(jī)退貨一族中，大約有60%表示，他們之后會(huì)改用同品牌的另一款型號(hào)。這項(xiàng)調(diào)查是在今年五月，針對(duì)美國(guó)約2,000名成人消費(fèi)者進(jìn)行。 研究發(fā)現(xiàn)，過(guò)去一年內(nèi)美國(guó)購(gòu)買(mǎi)消費(fèi)電子產(chǎn)品后退貨的消費(fèi)者大約有1,800萬(wàn)名，而其中約有一半表示已經(jīng)有一些產(chǎn)品開(kāi)始采用預(yù)防退貨的措施了。 NPD Group表示，前三名的防退貨措施分別是：服務(wù)計(jì)劃或保修；由零售商提供的更佳售后支持；以及在店內(nèi)時(shí)便由銷(xiāo)售人員詳細(xì)解釋。 NPD Group 指出，大約有57%曾經(jīng)退回小型商品的受訪(fǎng)者表示，他們之所以退貨是因?yàn)楫a(chǎn)品有缺陷，這也是退貨的最主要理由。 NPD Group的研究顯示，諸如觸控屏幕，傳感器和連網(wǎng)等新功能，都讓電子設(shè)備更加復(fù)雜，很難設(shè)定，因而讓很多人誤以為產(chǎn)品有缺陷，其實(shí)只是不會(huì)用。 “高退貨率再加上消費(fèi)者在使用產(chǎn)品時(shí)希望得到幫助，為零售商提供了一個(gè)良好的發(fā)展機(jī)會(huì)，”NPD的產(chǎn)業(yè)分析總監(jiān)Ben Arnold說(shuō)?！按_保消費(fèi)者如何使用他們的新裝置，包括智能手機(jī)或PC在內(nèi)，而且要在他們離開(kāi)商店前就確定他們已經(jīng)會(huì)用了，這將有助于提高產(chǎn)品和零售商的滿(mǎn)意度。” NPD Group稍早前進(jìn)行的一項(xiàng)研究也發(fā)現(xiàn)，多數(shù)消費(fèi)者需要技術(shù)支持來(lái)排除故障以及維修產(chǎn)品，Arnold說(shuō)。他指出，多數(shù)情況下，這些設(shè)備都能正常運(yùn)作，但問(wèn)題在消費(fèi)者不會(huì)用它們。 “零售商將有更多機(jī)會(huì)和消費(fèi)者交流，展示他們可以提供的品質(zhì)和價(jià)值，”Arnold說(shuō)?！半S著科技設(shè)備越來(lái)越復(fù)雜，售前和售后支持變得更加重要，對(duì)品牌業(yè)者和零售商而言，這都有助于提升消費(fèi)者滿(mǎn)意度?！? 研究也發(fā)現(xiàn)，平板電視是退貨率最低的消費(fèi)電子產(chǎn)品，僅有4%，NPD Group表示。 本文授權(quán)編譯自EE Times，版權(quán)所有，謝絕轉(zhuǎn)載 編譯： Joy Teng 參考英文原文：One in 10 smartphones returned ，by Dylan McGrath

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{pagination} One in 10 smartphones returned Dylan McGrath SAN FRANCISCO—Roughly one out of every 10 smartphones purchased in the U.S. last year was returned, often because of perceived defects, making smartphones the most commonly returned consumer electronics items, according to a new study by the NPD Group. About 60 percent of those who returned a smartphone said they exchanged it for another of the same brand or model, according to the study, compiled by polling a representative sample of nearly 2,000 U.S. adults back in May. In all, the study found that roughly 18 million U.S. consumers returned a consumer electronics product in the past year, with nearly half saying something could have been done to prevent the return. Among the top three preventative measures cited: a service plan or warranty, better after-purchase support from the retailer and more explanation from an in-store sales person, NPD Group said. Roughly 57 percent of respondents who returned a gadget said it was defective, the mostly commonly cited reason for return, NPD Group said. The NPD Group said the results of the study indicate that new features like touchscreens, sensors, and Internet connectivity have made electronics devices more complicated to set up and use for some, thus creating the perception of product defect. "The high incidence of returns and the consumers' desire to get help with their products presents a unique opportunity for retailers to intervene," said Ben Arnold, director of industry analysis at NPD. "Making sure the consumer knows how to use their new device, whether it be a smartphone or a PC, and knowing how to use it before they leave the store helps increase product and retailer satisfaction." An earlier study by NPD Group found a majority of consumers used tech support for troubleshooting and how-to-support, not for product repair, Arnold said. He added that this was more evidence that these devices are working but that consumers are having trouble operating them. "Retailers have an opportunity with exchanges to show consumers they can provide quality and value," Arnold said. "As technology devices become more complex and connected, pre-and post-sales support becomes more important in keeping returns low and consumer satisfaction for brands and retailers high." The study found that flat-panel TVs had the lowest incidence of return among consumer electronics products, roughly 4 percent, NPD Group said.