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논문 기본 정보

자료유형
학술저널
저자정보
Kim Hye-Shin (Department of Fashion and Apparel Studies University of Delaware Newark NJ USA) Yu Yanan (Business School Beijing International Studies University Beijing China)
저널정보
한국마케팅과학회 Journal of Global Fashion Marketing Journal of Global Fashion Marketing 제14권 제3호
발행연도
2023.6
수록면
312 - 326 (15page)
DOI
10.1080/20932685.2023.2176338

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Returning the product is an important part of the consumer deci- sion-making process where the future relationship with the retailer can be negatively compromised. Although returning products influ- ences consumer satisfaction, most studies have studied product returns from economic and logistical perspectives and a smaller number of studies addressing the psychological impact of returning products can be found. This study fills the void in the literature on apparel product returns and offers retailers insight into how nega- tive feelings related to product returns are connected to their future purchase intentions from the retailer. In addition, the influence of the recreational shopper characteristic is studied within the context of product returns. Hypotheses were tested that examine the rela- tionship among variable product return effort, recreational shopper identity, product dissonance, and purchase intentions. Data from 227 female participants recruited from Amazon’s Mechanical Turk (MTurk) were analyzed. Findings support the hypothesized influ- ence of product return effort and recreational shopper identity on product dissonance. However, the relationship between product dissonance and purchase intentions was not confirmed and a more complex relationship among the variables studied with purchase intentions is discussed.

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