Merchandising/Marketing/Retailing: Management

All Sales Are Final? The Impact of Final Sale Policy on Online Apparel Shoppers’ Loyalty Intentions

---

Abstract

Apparel accounts for the largest online product returns and apparel retailers have implemented stricter return policies such as final sales policies. However, final sales policies can not only negatively impact the immediate sales, but also shape how consumers perceive retailers. Built upon Social Exchange Theory, the current study hypothesized that policy and risk perceptions influence consumers' switch intention and brand altruism perception. The result of an online survey (n=300) supported our hypotheses that consumers treat retailers as social exchange partners and tend to reciprocate. Our results suggest that consumers are likely to view the retailer with final sales policies as egocentric and treat them similarly by switching to a different retailer. Theoretical and managerial implications are discussed. 

Keywords: Social exchange theory, Final sale policy, Service quality, Online returns

How to Cite:

Im, H., Lee, G. & Wang, R., (2025) “All Sales Are Final? The Impact of Final Sale Policy on Online Apparel Shoppers’ Loyalty Intentions”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18688