The impact of returns policies on profitability: A fashion e-commerce case

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• 作者：Klas Hjort^a ; ^{Klas.Hjort@plog.lth.se" class="auth_mail" title="E-mail the corresponding author} ; Bj&ouml ; rn Lantz^b ; ^{Bjorn.Lantz@chalmers.se" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Returns policy ; Fashion e-commerce ; Returns ; Reverse logistics ; Consumer behavior
• 刊名：Journal of Business Research
• 出版年：2016
• 出版时间：November 2016
• 年：2016
• 卷：69
• 期：11
• 页码：4980-4985
• 全文大小：252 K

文摘

Research on returns policies is scarce and inconclusive. This study is a first attempt to empirically analyze and describe the effects of returns policies on consumer behavior and the moderating effects of the policies on profitability. The method involves analyzing the transactional data of a Swedish online fashion retailer. The results of the regression analyses show that with a lenient returns policy, repeat customers generate a significantly higher contribution per order, while returners and customers who enjoy free returns generate a significantly lower contribution per order. In addition, returners and repeat customers generate a significantly higher total contribution, while customers who enjoy free returns generate a significantly lower total contribution. Hence, returns policies that are free of charge do not necessarily benefit retailers in terms of long-term profitability. From a managerial perspective, the results provide guidance on how to address the recent changes in European consumer legislation.