Shopping plans, buying motivations, and return policies: impacts on product returns and purchase likelihoods

Joon Yong Seo (), Sukki Yoon () and Milena Vangelova ()
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Joon Yong Seo: State University of New York, Brockport
Sukki Yoon: Bryant University
Milena Vangelova: State University of New York, Brockport

Marketing Letters, 2016, vol. 27, issue 4, No 3, 645-659

Abstract: Abstract Product return behavior and factors that contribute to product returns are an under-researched area, despite significant importance to manufacturers and retailers. The current research attempts to fill the gap by focusing on two factors that shape consumer purchase behavior: (1) whether purchases are planned or unplanned, and (2) whether hedonic or utilitarian motivations drive purchases. The findings show that purchase plans and buying motivations have distinctive and interactive impacts on pre-purchase concerns, self-estimated likelihood of returning purchases, and purchase intentions with or without return policies. When hedonic motivation drives purchases, unplanned (vs. planned) purchases lead to higher return concerns, higher return likelihood, and lower buying intentions. When utilitarian motivation drives purchases, planned and unplanned purchases have comparable return concerns, return likelihood, and buying intentions. This interaction effect on buying intentions dissipates when a lenient return policy is offered.

Keywords: Hedonic/utilitarian shopping; Product return; Return policy; Unplanned purchase (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (8)

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DOI: 10.1007/s11002-015-9381-y

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