Effects of product online reviews on product returns: a review and classification of the literature

Product returns pose a significant challenge for online retailers, primarily due to consumer uncertainty, both before and after the purchase. These uncertainties may stem from factors such as the absence of a “touch and feel” experience, mismatched product expectations, or post‐purchase regret, where consumers change their minds. Online reviews, shared by previous consumers who have already experienced the products, can have a substantial impact not only on new consumers’ purchasing but also on return decisions. Surprisingly, there has been limited research to understand the influence of online reviews on product returns. This paper applies the input‐process‐output framework to conduct a comprehensive review and analysis of studies related to online reviews and product returns. Based on this review and analysis, a conceptual model is proposed, and an outline for the future research agenda is discussed.