پارس پروژه پرتال خدمات دانشگاهی
این مقاله علمی پژوهشی (ISI) به زبان انگلیسی از نشریه الزویر مربوط به سال ۲۰۲۲ دارای ۹ صفحه انگلیسی با فرمت PDF می باشد در ادامه این صفحه لینک دانلود رایگان مقاله انگلیسی و بخشی از ترجمه فارسی مقاله موجود می باشد.
کد محصول: M1220
سال نشر: ۲۰۲۲
نام ناشر (پایگاه داده): الزویر
نام مجله: Journal of Retailing and Consumer Services
نوع مقاله: علمی پژوهشی (Research articles)
تعداد صفحه انگلیسی: ۹ صفحه PDF
عنوان کامل فارسی:
مقاله انگلیسی ۲۰۲۲ : حقوق مصرف کننده یا رفتارهای غیراخلاقی: بررسی تأثیر سیاست های بازگشت محصول خرده فروشان
عنوان کامل انگلیسی:
Consumer rights or unethical behaviors: Exploring the impacts of retailer return policies
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Abstract
While a product return guarantee plays an important role in reducing perceived risk, a liberal product return policy may generate a moral crisis in consumers and induce unethical post-consumption behaviors. Situational questionnaires with two return policies, liberal and rigorous, are used to investigate how such policies influence consumers’ moral reasoning and fraudulent return activities. This study finds that a return policy with different attributes results in differing consumer moral recognition, moral judgment, moral intensity, and intentions toward fraudulent return. Among these constructs, evidence of a strong correlation between moral judgment and unethical returning behaviors was found. Social consensus has a greater impact on moral recognition, moral judgment, and fraudulent return intention than on the magnitude of consequences and probability of effect. These findings from consumers’ moral perspectives address gaps in the literature in which most studies take the retailer point of view in examining the effects of return policy. Understanding consumers’ moral decision-making is helpful for retailers who seek to avoid consumer abuse of return policies.
Keywords: Fraudulent return, Return policy, Moral reasoning, Moral judgment, Moral intensity, Consumer behavior
۱.Introduction
With a well-developed consumer culture in a competitive marketing environment, retailers put great effort into satisfying consumer needs and providing quality service to enhance consumer attitudes and loyalty intentions (Carlson and O’Cass, 2010). Offering a product return guarantee is a useful strategy for attracting consumers because it lowers the risk of shopping (Ren et al., 2021; Rokonuzzaman et al., 2021). Pei et al. (2014) indicated that return policy can effectively reduce the perceived risk, increase the perceived benefits, and enhance consumer purchasing behaviors. Conversely, a rigorous return policy will reduce consumer consideration about changing their purchase decision and lower the order rate. Yet, a flexible return policy often induces negative impacts for the firm, due to unethical consumer behaviors (Hjort and Lantz, 2012). Consumers may abuse a flexible return policy by engaging in illegal or immoral return behaviors to satisfy their specific goals even though they know their return behaviors could violate retailers’ return policies (Seger-Guttmann et al., 2018). In Taiwan, the government allows consumers to freely return products within 7 days for any reason when they buy through online B2C platforms, but returning used or damaged products is not acceptable. This consumer protection law, however, is abused by customers using illegitimate complaints to engage in fuzzy return requests (Chang and Guo, 2021). Consumers brought a product which they had already planned to return after using it for a special need once, to receive full cash back or to exchange for another product, or retuning goods that were damaged by the consumers themselves. Such return behaviors are often fraudulent in nature (King and Dennis, 2006) and result in a increased logistics costs that reduce retailer profits (Rokonuzzaman et al., 2021). Therefore, how consumers view and use the return policy provided by the retailers is a vital issue that retailers must understand in order to design a business strategy to maximize seller-buyer benefits (Jeng, 2017; Robertson et al., 2020)…
۷.Limitations and suggestions
There are several limitations to this study. First, based on the findings of this study, the relationship between probability of effect and fraudulent return intention is not significant, although an indirect impact power was found. Future studies should include other variables, such as personality, family, and peer influence, in their moral decisionmaking model to expand their models’ explanatory power. Second, although this study has attempted to balance the sample across north, central, and southern Taiwan, the sample consists largely of females and persons aged 26–۴۵. Using stratified sampling or cluster sampling instead of convenience sampling may be more suitable to improve the sample representativeness. Finally, this study only used the three factors of Janakiraman et al. (2016) and used the apparel sector in constructing the two return policy scenarios, liberal and rigorous, to examine consumers’ moral decision-making about fraudulent returns. This may limit the findings. Discussing a variety of rules in the return policy to identify core factors abused by consumers engaging in unethical return behaviors may increase our understanding of consumers’ unfriendly feedback. Considering other product and industry categories to examine the relationships between return policy and fraud behaviors are also needed. Products with different characteristics vary consumers’ pre- and post-purchasing behaviors and decision-making processes. Discussing the effects across sectors will also be interesting…
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