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The impact of consumers' strategic return behavior on review bias: Evidence from Chinese online fashion retail

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  • Zhou, Kunlu
  • Zhang, Hongchao
  • Fang, Zhicheng
  • Qin, Yinggao

Abstract

Under the lenient return policy, strategic return by customers is becoming increasingly common. Existing research mainly explores the effects of strategic return on order volume, product pricing and word-of-mouth, neglecting how strategic return affect customers' product review behavior. Based on social exchange theory and reciprocity theory, this study investigates the impact of strategic return on customer review behavior, and examines the moderating effects of product marked price and price discount on the main relationship. Using large-scale customer behavior data provided by online retailers, this paper employs econometric models and stepwise regression to empirically test the research hypothesis. The results indicate that strategic return not only increase the probability of customer reviews but also significantly improve the positive review rate, thereby having a significant positive impact on review bias. Moreover, product marked price and price discount reinforced the relationship between strategic return and review bias. Interestingly, this study not only contradicts the view held by most prior studies that returns are always negative, but also has important practical implications for how companies manage customer returns and product reviews.

Suggested Citation

  • Zhou, Kunlu & Zhang, Hongchao & Fang, Zhicheng & Qin, Yinggao, 2026. "The impact of consumers' strategic return behavior on review bias: Evidence from Chinese online fashion retail," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925003297
    DOI: 10.1016/j.jretconser.2025.104550
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