Consumer Behavior

Cultural Differences in Apparel Product Return Behavior: An Exploratory Study of Indonesia and USA E-Commerce Consumers

Authors: Angga Ranggana Putra (University of Missouri-Columbia) , Caroline Kopot (University of Missouri - Columbia) , Li Zhao (University of Missouri)

Abstract

This study explores cultural differences in online apparel return behavior between Indonesian and U.S. e-commerce consumers. Utilizing Hofstede's cultural dimensions and a confirmation/disconfirmation framework, it examines factors influencing product returns and consumer expectations regarding return policies. The research finds similarities and differences in return behaviors and expectations on product return policy in both countries, influenced by cultural aspects like individualism/collectivism, uncertainty avoidance, and power distance. The study highlights the importance of considering cultural backgrounds in developing return policies and contributes to understanding post-purchase behaviors in different cultural contexts. 

Keywords: Return behavior, return policy, cross-culture study, Hofstede Cultural Dimensions, Post-purchase behaviors

How to Cite: Putra, A. R. , Kopot, C. & Zhao, L. (2024) “Cultural Differences in Apparel Product Return Behavior: An Exploratory Study of Indonesia and USA E-Commerce Consumers”, International Textile and Apparel Association Annual Conference Proceedings. 80(1). doi: https://doi.org/10.31274/itaa.17473