Journal article
Product returns on the Internet: A case of mixed signals?
Journal of business research, Vol.63(9), pp.1058-1065
09/01/2010
DOI: 10.1016/j.jbusres.2008.12.009
Abstract
In two studies, we investigate the interrelationship between return policy leniency and retailer quality. In the first study, we content analyze the return policies of e-tailers randomly selected from those listed at BizRate.com. Then we relate the return policy characteristics to these quality ratings. Consistent with signaling theory, we find that as the ratings of e-tailer quality increase, return policy leniency increases in non-consumable product categories. However, the positive quality/return policy leniency relationship does not hold in consumable product categories. In a follow-up experiment, we investigate how consumers interpret the return policy signal. Specifically, we find that consumers' ability to control their shopping experience and their general trust of e-tailers moderate their reactions to return policies that differ in leniency. Finally, we discuss the theoretical and managerial implications of this research.
Details
- Title: Subtitle
- Product returns on the Internet: A case of mixed signals?
- Creators
- Carolyn Bonifield - University of VermontCatherine Cole - University of IowaRandall L. Schultz - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Journal of business research, Vol.63(9), pp.1058-1065
- DOI
- 10.1016/j.jbusres.2008.12.009
- ISSN
- 0148-2963
- eISSN
- 1873-7978
- Publisher
- Elsevier Inc
- Number of pages
- 8
- Language
- English
- Date published
- 09/01/2010
- Academic Unit
- Marketing
- Record Identifier
- 9984963046502771
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