Game on: curbing impulse buying and returns in apparel e-tailers

Sandra Tobon () and Carmen Abril ()
Additional contact information
Sandra Tobon: Autonomous University of Madrid
Carmen Abril: Complutense University of Madrid

Review of Managerial Science, 2025, vol. 19, issue 6, No 6, 1783-1817

Abstract: Abstract This study explores the effectiveness of gamified strategies in addressing impulsive e-buying behaviors and mitigating subsequent product returns. Impulse buying in apparel e-tailers is a prevalent phenomenon with significant implications for both consumers and businesses. While impulse purchases contribute to e-tailers' sales, they also result in undesired consequences such as regret, dissatisfaction, and high return rates. This research investigates the potential of gamification, specifically distraction and substitution strategies, in counteracting impulsive online purchase decisions. Through online experimental and field studies involving participants from the United States and a European apparel e-tailer, respectively, we examine the impact of gamified interventions on impulse buying behavior and product return rates. The findings indicate that gamified distraction strategies are more effective than substitution strategies in reversing impulse e-buying behavior. Additionally, the field experiment demonstrates a significant reduction in product return rates among customers exposed to distraction interventions. These results highlight the potential of gamification as a nonpunitive approach to intervene in the e-decision-making process of consumers, offering practical implications for e-tailers seeking to minimize returns and enhance customer satisfaction.

Keywords: Impulse buying; Product returns; Gamified strategies; Buying impulsiveness; Lab and field experiments (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s11846-024-00808-3 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:rvmgts:v:19:y:2025:i:6:d:10.1007_s11846-024-00808-3

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/11846

DOI: 10.1007/s11846-024-00808-3

Access Statistics for this article

Review of Managerial Science is currently edited by R. Ewert and W. Kürsten

More articles in Review of Managerial Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().