Journal of Economics and Business, 50(5), 445–460. Return policies and the optimal level of “hassle”. Winter.ĭavis, S., Hagerty, M., & Gerstner, E. A two-state model of purchase incidence and brand choice. Product returns on the internet: a case of mixed signals? Journal of Business Research, 63(9), 1058–1065.īucklin, R. Available at Accessed Jan 2013.īonifield, C., Cole, C., & Schultz, R. “Supply chains also work in reverse ,” industry week. Measuring the hedonic and utilitarian sources of consumer attitudes. The option value of returns: theory and empirical evidence. This interaction effect on buying intentions dissipates when a lenient return policy is offered.Īnderson, E.

When utilitarian motivation drives purchases, planned and unplanned purchases have comparable return concerns, return likelihood, and buying intentions. planned) purchases lead to higher return concerns, higher return likelihood, and lower buying intentions. When hedonic motivation drives purchases, unplanned (vs. The findings show that purchase plans and buying motivations have distinctive and interactive impacts on pre-purchase concerns, self-estimated likelihood of returning purchases, and purchase intentions with or without return policies. The current research attempts to fill the gap by focusing on two factors that shape consumer purchase behavior: (1) whether purchases are planned or unplanned, and (2) whether hedonic or utilitarian motivations drive purchases. Product return behavior and factors that contribute to product returns are an under-researched area, despite significant importance to manufacturers and retailers.

Hedonic purchase