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The impact of the package-opening process on product returns

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  • Zhou, W
  • Hinz, Oliver
  • Benlian, Alexander

Abstract

High product return rates are an increasingly pressing challenge for many e-retailers around the world. To address this problem, this paper offers a new perspective by focusing on the critical moment of the package-opening process. Going beyond previous research, which has primarily focused on website information and the product itself, we examine the effects of the outside appearance (i.e., the color of the delivery package) and contents of the delivery package (i.e., extra gifts, coupons, and preprinted return labels) on consumer return behavior. Our findings across two experimental studies and an observational field study show that a well-considered package design, including colorful packaging and extra gifts, significantly lowers consumers’ return intentions and actual returns. We also explore the process of consumers’ cognitive–affective reactions after opening a delivery package. During this two-stage reaction process, pleasure plays a crucial role in the consumer’s return choice.
(This abstract was borrowed from another version of this item.)
(This abstract was borrowed from another version of this item.)

Suggested Citation

  • Zhou, W & Hinz, Oliver & Benlian, Alexander, 2018. "The impact of the package-opening process on product returns," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 89880, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    • Handle: RePEc:dar:wpaper:89880
    Note: for complete metadata visit http://tubiblio.ulb.tu-darmstadt.de/89880/
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    Cited by:

    1. Moreau, C. Page, 2020. "Brand Building on the Doorstep: The Importance of the First (Physical) Impression," Journal of Retailing, Elsevier, vol. 96(1), pages 155-167.
    2. Björn Stöcker & Daniel Baier & Benedikt M. Brand, 2021. "New insights in online fashion retail returns from a customers’ perspective and their dynamics," Journal of Business Economics, Springer, vol. 91(8), pages 1149-1187, October.
    3. Christos I. Papanagnou, 2022. "Measuring and eliminating the bullwhip in closed loop supply chains using control theory and Internet of Things," Annals of Operations Research, Springer, vol. 310(1), pages 153-170, March.

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