Consumer Behavior

Are Return Policies Viewed the Same Way? U.S. and Chinese Consumer Perceptions of Return Policy and Perceived Risk

Authors: Hye-Shin Kim (University of Delaware) , Yanan Yu (North Carolina State University)

Abstract

This study examines how subjective norm and perceived risk influence consumer perceptions of return policies in China and the U.S. Online surveys collected data in two major universities in the U.S. and China. An interesting finding is U.S. consumers who perceived a high level of support from friends and family (subjective norm) for the 15-day return policy also considered the return policy to be of lower risk. In addition, U.S. consumers had a significant but weakest relationship between subjective norm and attitude for the policy that required consumers to pay for return shipping. This study offers evidence that consumers in two top consumer markets (China and the U.S.) may differ in their perceptions of return policies based on common retailer practices. This study furthers understanding of cross cultural differences in consumer perceptions of return policies of apparel retailers.

Keywords: subjective norm, consumer, cross-cultural, China, risk, return policy

How to Cite: Kim, H. & Yu, Y. (2020) “Are Return Policies Viewed the Same Way? U.S. and Chinese Consumer Perceptions of Return Policy and Perceived Risk”, International Textile and Apparel Association Annual Conference Proceedings. 77(1). doi: https://doi.org/10.31274/itaa.11865