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The impact of cross border E-tailer's return policy on consumer's purchase intention

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  • Shao, Bingjia
  • Cheng, Zhendong
  • Wan, Lijuan
  • Yue, Jie

Abstract

Based on the signaling theory, cue utilization theory and halo effect theory, this paper establishes a theoretical model of the impact of return policy leniency on consumer purchase intention in the context of cross-border e-commerce (CBEC). The model is verified by the experimental data. Moreover, the mediating role of perceived quality and perceived risk and the moderating effects of port of shipment and product traceability code are significant. The results show that in the CBEC scenario, when the online retailers adopt a lenient return policy, the consumers have higher perceived quality and lower perceived risk, which in turn leads to a higher intention to purchase; When a consumer purchases the product which ships from domestic bonded warehouse or a product without a product traceability code present, the effect of the leniency of return policy on perceived quality and perceived risk is stronger.

Suggested Citation

  • Shao, Bingjia & Cheng, Zhendong & Wan, Lijuan & Yue, Jie, 2021. "The impact of cross border E-tailer's return policy on consumer's purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313758
    DOI: 10.1016/j.jretconser.2020.102367
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    4. Xu, Xiao-Yu & Gao, Ya-Xuan & Jia, Qing-Dan, 2023. "The role of social commerce for enhancing consumers’ involvement in the cross-border product: Evidence from SEM and ANN based on MOA framework," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
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    7. Serravalle, Francesca & Vannucci, Virginia & Pantano, Eleonora, 2022. "“Take it or leave it?†: Evidence on cultural differences affecting return behaviour for Gen Z," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    8. Jin, Wangyan & Chen, Yuangao & Yang, Shuiqing & Zhou, Shasha & Jiang, Hui & Wei, June, 2023. "Personalized managerial response and negative inconsistent review helpfulness: The mediating effect of perceived response helpfulness," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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