Analysis of Online Retail After-sales Service Based on Cost-value Theory

E-commerce enters the second half of the market in China, and it’s time for online retailers to go from price competition to service experience competition. And after-sales service is an important factor influencing consumers' purchase decision-making. This paper studies five online after-sales service modes, analyze the cost-value of consumer and enterprise brought by each after-sale mode, and finally put forward the application suggestions of different after-sales service modes.