Merchandising/Marketing/Retailing: Management

Online Retailer’s Return Policy and Prefactual Thinking: A Cross-Cultural Study of U.S. and Chinese E-Commerce Markets

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

Abstract

This study examines how online fashion retailers’ return policies differ based on country-of-business. In particular, we examine whether online companies for American consumers are inclined to be more lenient and address American consumer needs to avoid uncertainty and influence prefactual thinking compared to return policies for Chinese consumers.

Keywords:

How to Cite: Yu, Y. & Kim, H. (2018) “Online Retailer’s Return Policy and Prefactual Thinking: A Cross-Cultural Study of U.S. and Chinese E-Commerce Markets”, International Textile and Apparel Association Annual Conference Proceedings. 75(1).