Product returns on the Internet: A case of mixed signals?

摘要

The interrelationship between return policy leniency and retailer quality are discussed in two studies. In the first study, content analysis is made on the return policies of e-tailers randomly selected from those listed at BizRate. Com. Consistent with signaling theory, it is noted that as the ratings of e-tailer quality increase, return policy leniency increases in non-consumable product categories, although the positive quality/return policy leniency relationship does not hold in consumable product categories. In a follow-up experiment, the study investigates how consumers interpret the return policy signal. Consumers' ability to control their shopping experience and their general trust of e-tailers moderate their reactions to return policies that differ in leniency.