Influence of return convenience on young buyers’ repurchase intentions

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-10-05 DOI:10.1108/yc-02-2023-1691
Waqar Ahmed, Sehrish Huma, Syed Umair Ali
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Abstract

Purpose With the growth in online purchasing, the return of distressed shipments also increased. The return experience of the online shopper has a huge impact on their next purchase decision-making. This explanatory research aims to identify and empirically explain factors related to the online buyer’s return experience that influence the repurchase intention of young buyers. Design/methodology/approach Primary data were collected from 235 active online young buyers who have experienced returning the goods through a structured questionnaire. Structural equation modeling is used for analyzing the data. Findings This study reveals that an online return policy leniency strongly supports service recovery quality, expected return convenience, buyer trust and satisfaction, which lead to repurchase intentions. Moreover, return satisfaction positively impacts repurchase intention while mediating young buyer trust. Originality/value This study is one of the few relevant pieces of research that would benefit e-tailers to improve their product return policy and compel young buyers’ intention to make a repeat purchase.
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回购便利性对年轻购买者回购意愿的影响
随着网上购物的增长,不良货物的退货也在增加。在线购物者的退货体验对他们的下一次购买决策有着巨大的影响。本解释性研究旨在识别并实证解释影响年轻买家再购买意愿的网络买家退货体验相关因素。设计/方法/方法主要数据是通过结构化问卷从235名活跃的在线年轻买家那里收集的,他们都有退货的经历。采用结构方程模型对数据进行分析。研究发现,在线退货政策宽松度对服务恢复质量、预期退货便利性、买家信任和满意度有显著的支持作用,从而导致消费者的再购买意愿。此外,退货满意度正向影响回购意愿,同时中介年轻买家信任。独创性/价值这项研究是为数不多的相关研究之一,它将有利于电子零售商改善他们的产品退货政策,并迫使年轻买家重复购买。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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