Psychological Mechanism of the Effect of Return Shipping Strategy on Consumers’ Willingness to Return Goods

--Mediating Role Based on Stop-Loss Psychology

DOI

10.2991/978-94-6463-210-1_32How to use a DOI?

Keywords

Return shipping strategy; Willingness to return; Stop-loss mentality; Impulse shopping

Abstract

Along with the rapid development of the global e-tailing market, the study of the psychological mechanisms of online consumers’ return behavior has attracted widespread attention in both academic and practical circles. In this paper, a 2 (buyer vs. seller pays for shipping) × 2 (impulsive vs. non-impulsive shopping) intergroup experiment is used to investigate the mechanism of the relationship between return shipping strategy and willingness to return in the context of vanishing shopping demand, and the moderating effect of impulsivity on the impact of return shipping strategy. The study found that stop-loss psychology partially mediated the relationship between return shipping strategy and willingness to return, and that the effect of return shipping strategy on willingness to return was not significant in impulsive shopping situations. This study uses the concept of stop-loss psychology to explain the psychological impact of consumers’ return behavior when post-purchase demand disappears, which is important for e-commerce companies to develop return shipping strategies based on the analysis of online shopping contexts.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mingfang Li
AU  - Yiran Yan
PY  - 2023
DA  - 2023/07/25
TI  - Psychological Mechanism of the Effect of Return Shipping Strategy on Consumers’ Willingness to Return Goods
BT  - 2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
PB  - Atlantis Press
SP  - 247
EP  - 255
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-210-1_32
DO  - 10.2991/978-94-6463-210-1_32
ID  - Li2023
ER  -