[논문]온라인 패션 쇼핑 시 반품 정책이 반품 행동에 미치는 영향 - 반품 고려 구매 성향의 매개 효과를 중심으로 -

장재임

doi:10.5805/sfti.2023.25.3.280

[국내논문] 온라인 패션 쇼핑 시 반품 정책이 반품 행동에 미치는 영향 - 반품 고려 구매 성향의 매개 효과를 중심으로 -
The Effect of Return Policies on Return Behavior in Online Fashion Shopping - Focusing on the Mediating Effect of Purchasing Orientation Considering Returns - 원문보기

Fashion & textile research journal = 한국의류산업학회지, v.25 no.3, 2023년, pp.280 - 290

장재임 (충남대학교 의류학과)

Abstract ▼ AI-Helper

As consumers are increasingly shopping online for fashion products, their return behavior is also increasing. Regarding the factors affecting return behavior, this study explores the effect of the purchasing orientation considering returns that are derived from bracketing purchase behavior, monetary lenient return policies, and non-monetary lenient return policies. Additionally, this study examines the effect of monetary/non-monetary lenient return policies on return behavior, mediated by the purchasing orientation considering returns. This study was conducted through an online survey and 238 data were collected and used for analysis. Two research models were designed for each independent variable of monetary lenient return policies, and non-monetary lenient return policies, and the path of the research model was analyzed using Process Macro 4.0. The study found that the sub-dimensions of return policy - monetary or non-monetary return policies - had different effects on return behavior through purchasing orientation considering returns. Monetary lenient return policies had a positive direct effect on return behavior, and purchasing orientation considering returns mediated the effect of the monetary lenient return policies on return behavior. However, the non-monetary lenient return policies only positively and significantly directly affected return behavior. The findings of this study contribute to understanding consumers' purchasing orientation considering returns. Furthermore, from the effect of the return policy on return behavior, the results are valuable as they can help fashion marketers establish a return strategy.

주제어

참고문헌 (32)

Asdecker, B., Karl, D., & Sucky, E. (2017). Examining drivers of？consumer returns in e-tailing with real shop data. Proceedings of？the 50th Hawaii International Conference on System Sciences (pp.？4192-4201). Hawaii, U.S.A: doi:10.24251/HICSS.2017.507
Balaram, A., O. Perdikaki., & M. R. Galbreth. (2022). "Bracketing of？purchases to manage size uncertainty - Should online retailers be？worried?". Naval Research Logistics, 69, 783-800. doi:10.1002/nav.22048

상세보기
Banjo, S. (2013). Rampant returns plague e-retailers - Sellers suggest？sizes and redirect discounts to break bad habits. Wall Street Journal,？13, B10.
'Customer returns in the retail industry'. (2021). Appriss Retail.？Retrieved May 8, 2023, from https://cdn.nrf.com/sites/default/files/2022-01/Customer%20Returns%20in%20the%20Retail%20Industry%202021.pdf
Gilly, M. C., & Gelb, B. D. (1982). Post-purchase consumer processes？and the complaining consumer. Journal of Consumer Research, 9,？323-328. doi:10.1086/208927

상세보기
Han, K. J. (2019, December 30). Delivery competition until yesterday,？return war from now on. ChosunBiz. Retrieved February 8, 2023,？from https://biz.chosun.com/site/data/html_dir/2019/12/29/2019122901448.html
Janakiraman, N., Syrdal, H. A., & Freling, R. (2016). The effect of？return policy leniency on consumer purchase and return decisions？- A meta-analytic review. Journal of Retailing, 92(2), 226-235.？doi:10.1016/j.jretai.2015.11.002

상세보기
Jang, J. I. (2021). Consumers' purchasing behavior considering return？in online fashion shopping. Unpublished doctoral dissertation,？Seoul National University, Seoul.
Jeon, I. S., & Bae, I. H. (2001). An exploratory model to explain the？chasm on internet shopping adoption. Korean Journal of Marketing,？16(4), 47-70.
Ji, H. K. (2009). A study on the consumer's return behavior type in？internet clothing purchase. Fashion & Textile Research Journal,？11(1), 41-47.
Jung, Y. H., & Lee, H. C. (2005). A study on returned product of？reverse logistics network in e-retail industries - A homeshopping？company. Journal of the Korean Society of Supply Chain？Management, 5(2), 29-42.
Kim, H. K., Kwon, S. Y., & Kang, S. R. (2001). An empirical study？on the consumer acceptance of digital and physical products in ecommerce. Asia Marketing Journal, 3(4), 1-14. doi:10.53728/2765-6500.1073

원문보기 상세보기
Lee, D. H. (2015). An alternative explanation of consumer product？returns from the postpurchase dissonance and ecological？marketing perspectives. Psychology & Marketing, 32(1), 49-64.？doi:10.1002/mar.20757

상세보기
Liang, T. P., & Huang, J. S. (1998). An empirical study on consumer？acceptance of products in electronic markets - A transaction cost？model. Decision Support Systems, 24(1), 29-43. doi:10.1016/S0167-9236(98)00061-X

상세보기
Lochner, J. K. (2017). Morally questionable, opportunistic product？returns. Paper presented at the Conference Proceedings Trends in？Business Communication 2016. doi:10.1007/978-3-658-17254-1_18
'Making returns a competitive advantage'. (2017). Narvar. Retrived July？4, 2023, from https://corp.narvar.com/resources/returns-competitiveadvantage-report
Morley, K. (2016). Serial returners' blamed for rising womens' wear？prices. The Telegraph. Retrieved February 8, 2023, from http://www.telegraph.co.uk/news/2016/05/30/serialreturners-blamedfor-rising-womenswear-prices/.
'Online shopping trend research'. (2022). Statistics Korea. Retrieved？February 8, 2023, from http://www.narastat.kr/metasvc/index.do?confmNo101056&inputYear2022
Pei, Z., & Paswan, A. (2018). Consumers' legitimate and opportunistic？product return behaviors in online shopping. Journal of Electronic？Commerce Research, 19(4), 301-319. doi:10.1007/978-3-319-47331-4_278
Petersen, J. A., & Kumar, V. (2010). Can product returns make you？money? MIT Sloan Management Review, 51(3), 85.

상세보기
Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for？estimating indirect effects in simple mediation models. Behavior？Research Methods, Instruments, & Computers, 36(4), 717-731.？doi:10.3758/BF03206553

상세보기
'Range of products handled by online shopping mall / transaction？amount by product group'. (2020). Statistics Korea. Retrieved？February 8, 2023, from http://kosis.kr/statisticsList/statisticsListIndex.do?menuIdM_01_01&vwcdMT_ZTITLE&parmTabIdM_01_01#SelectStatsBoxDiv
Rao, S., Lee, K. B., Connelly, B., & Iyengar, D. (2018). Return time？leniency in online retail - A signaling theory perspective on？buying outcomes. Decision Sciences, 49(2), 275-305. doi:10.1111/deci.12275

상세보기
Saarijarvi, H., Sutinen, U. M., & Harris, L. C. (2017). Uncovering？consumers' returning behaviour - A study of fashion e-commerce.？The International Review of Retail, Distribution and Consumer？Research, 27(3), 284-299. doi:10.1080/09593969.2017.1314863

상세보기
Srivastava, S. K., & Srivastava, R. K. (2006). Managing product？returns for reverse logistics. International Journal of Physical？Distribution Logistics Management, 36(7), 524-546. doi:10.1108/09600030610684962

상세보기
'State of returns'. (2022). Narvar. Retrieved February 8, 2023, from？https://corp.narvar.com/resources/2022-the-state-of-returns
'The essential guide to retail returns'. (2017). Narvar. Retrieved？February 8, 2023, from https://corp.narvar.com/resources/essentialguide-retail-returns-ebook
Wachter, K., Vitell, S. J., Shelton, R. K., & Park, K. (2012). Exploring？consumer orientation toward returns: unethical dimensions. Business？Ethics - A European Review, 21(1), 115-128. doi:10.1111/j.1467-8608.2011.01639.
Wang, X. (2009). Retail return policy, endowment effect, and？consumption propensity - An experimental study. The BE Journal？of Economic Analysis Policy, 9(1), doi:10.2202/1935-1682.2288

상세보기
Williamson, O. E. (1981). The economics of organization - The？transaction cost approach. American Journal of Sociology, 87(3), 548-577. doi:10.1086/227496

상세보기
Wood, S. L. (2001). Remote purchase environments - The influence of？return policy leniency on two-stage decision processes. Journal of？Marketing Research, 38(2), 157-169. doi:10.1509/jmkr.38.2.157.188

상세보기
Xu, Y., Hua, G., Cheng, T. C. E., Chol, T. M., Li, Y., & Liu, S. (2023).？Retailing and ordering strategies for online apparel retailers facing？bracketing purchase behavior. International Journal of Production？Research, 61(9), 2841-2853. doi:10.1080/00207543.2022.2070045

상세보기

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

연합인증

Abstract ▼ AI-Helper

주제어

참고문헌 (32)

이 논문을 인용한 문헌

관련 콘텐츠

원문 보기

원문 URL 링크

오픈액세스(OA) 유형

이 논문과 함께 이용한 콘텐츠

AI-Helper ※ AI-Helper는 오픈소스 모델을 사용합니다.

선택된 텍스트