Year: 2017
Type: article
Abstract: High product return rates are an increasingly pressing challenge for many e-retailers around the world. To address this problem, this paper offers a new perspective by focusing on the critical moment of the package-opening process. Going beyond previous research, which has primarily focused on website information and the product itself, we examine the effects of the outside appearance (i.e., the color of the delivery package) and contents of the delivery package (i.e., extra gifts, coupons, and preprinted return labels) on consumer return behavior. Our findings across two experimental studies and an observational field study show that a well-considered package design, including colorful packaging and extra gifts, significantly lowers consumers’ return intentions and actual returns. We also explore the process of consumers’ cognitive–affective reactions after opening a delivery package. During this two-stage reaction process, pleasure plays a crucial role in the consumer’s return choice.
Source: BuR - Business Research
Authors: Wenyan Zhou, Oliver Hinz, Alexander Benlian
Institutions: Technische Universität Darmstadt, Goethe University Frankfurt
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,535
Award: G3442053795
OpenAlex ID: W2770103191