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Impact of impulse buying on product return in online shopping

Author

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  • Li, Mingfang
  • Choudhury, Askar H.
  • Du, Jiangang

Abstract

Impulse buying is a significant factor in product returns in online retail, with previous research often attributing this behavior to decision-making errors. However, impulse buying does not always indicate poor decision-making, prompting a closer examination of its effects in non-decision-failure scenarios. Drawing on mental accounting and loss aversion theories, this study examines the impact of impulse buying on consumers' intentions to return items, with “loss recovery†serving as a mediating factor and return shipping policies as a moderating.

Suggested Citation

  • Li, Mingfang & Choudhury, Askar H. & Du, Jiangang, 2026. "Impact of impulse buying on product return in online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    • Handle: RePEc:eee:joreco:v:89:y:2026:i:pa:s096969892500387x
    DOI: 10.1016/j.jretconser.2025.104608
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    References listed on IDEAS

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