온라인 패션 쇼핑 시 반품 정책이 반품 행동에 미치는 영향 -반품 고려 구매 성향의 매개 효과를 중심으로 -
The Effect of Return Policies on Return Behavior in Online Fashion Shopping - Focusing on the Mediating Effect of Purchasing Orientation Considering Returns -
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초록
As consumers are increasingly shopping online for fashion products, their return behavior is also increasing. Regarding the factors affecting return behavior, this study explores the effect of the purchasing orientation consideringreturns that are derived from bracketing purchase behavior, monetary lenient return policies, and non-monetary lenientreturn policies. Additionally, this study examines the effect of monetary/non-monetary lenient return policies on returnbehavior, mediated by the purchasing orientation considering returns. This study was conducted through an online surveyand 238 data were collected and used for analysis. Two research models were designed for each independent variable ofmonetary lenient return policies, and non-monetary lenient return policies, and the path of the research model was ana-lyzed using Process Macro 4.0. The study found that the sub-dimensions of return policy - monetary or non-monetaryreturn policies - had different effects on return behavior through purchasing orientation considering returns. Monetarylenient return policies had a positive direct effect on return behavior, and purchasing orientation considering returns medi-ated the effect of the monetary lenient return policies on return behavior. However, the non-monetary lenient return pol-icies only positively and significantly directly affected return behavior. The findings of this study contribute tounderstanding consumers’ purchasing orientation considering returns. Furthermore, from the effect of the return policy onreturn behavior, the results are valuable as they can help fashion marketers establish a return strategy.
Abstract
As consumers are increasingly shopping online for fashion products, their return behavior is also increasing. Regarding the factors affecting return behavior, this study explores the effect of the purchasing orientation consideringreturns that are derived from bracketing purchase behavior, monetary lenient return policies, and non-monetary lenientreturn policies. Additionally, this study examines the effect of monetary/non-monetary lenient return policies on returnbehavior, mediated by the purchasing orientation considering returns. This study was conducted through an online surveyand 238 data were collected and used for analysis. Two research models were designed for each independent variable ofmonetary lenient return policies, and non-monetary lenient return policies, and the path of the research model was ana-lyzed using Process Macro 4.0. The study found that the sub-dimensions of return policy - monetary or non-monetaryreturn policies - had different effects on return behavior through purchasing orientation considering returns. Monetarylenient return policies had a positive direct effect on return behavior, and purchasing orientation considering returns medi-ated the effect of the monetary lenient return policies on return behavior. However, the non-monetary lenient return pol-icies only positively and significantly directly affected return behavior. The findings of this study contribute tounderstanding consumers’ purchasing orientation considering returns. Furthermore, from the effect of the return policy onreturn behavior, the results are valuable as they can help fashion marketers establish a return strategy.
참고문헌 (32)
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