The Role of Post-Purchase Emotional Dissonance on Product Return Intentions
Journal Title: GATR Global Journal of Business & Social Science Review - Year 2014, Vol 2, Issue 1
Abstract
Objective Retailers often impose strict returning policies to control product returns without understanding the consumers' returned intention in the first place. Past research has shown that product return policies have little effect on product returns. As such, the aim of this research is to identify the underlying factors of emotional dissonance, which focus on high product involvement, consumer opportunism and switching barriers, and as well as its effect on product return intentions. Methodology/Technique - A total of 250 respondents who is smartphone users and aged between 17 and 35 were invited to participate in the self-administered online questionnaire with a total of 24 items included to measure the construct. Findings A The finding reveals that high product involvement has no significant effect on emotional dissonance and product return intentions. Whereas, switching barriers has significant effect on emotional dissonance, but no significant effect on product return intentions. Consumer opportunisms havea significant effect on emotional dissonance, thus forming product return intentions. Novelty This study is important in assisting the retailers in managing their customer relationships better, whereby consumers deem the connection with the purchased product as part of the buying experience with the retailers.
Authors and Affiliations
Yean Chu Tan, Chin Chuan Gan
Keywords
Related Articles
- EP ID EP185593
- DOI -
- Views 114
- Downloads 0
Public Sector Integrity Violations
Objective - Integrity violations can result in small or large financial losses for a community or organisation. These economic losses can be the result of small actions, such as laziness or no determination of work ethic...
The Construction of Entrepreneurial Accounting: Evidence from Indonesia
Objective - This research aims to identify a cultural theme embedded in entrepreneurial accounting and construct the form of entrepreneurial accounting. Methodology/Technique - A cognitive anthropology method is employe...
Maintaining Food Security of Local Communities in Underdeveloped Regions through Agrarian Reform in Napan Village, Indonesian
Objective – The objective of this study is to identify the food security characteristics in local communities at Napan Village, Nusa Tenggara Timur Indonesia and to study the implementation of agrarian reform principles...
Medical Tourism Development in Dubai: Managing Challenges and Opportunities
Objective – International medical travel is one of the fastest growing and lucrative segments of the tourism industry of this century. In the past, affluent people from Middle Eastern countries travelled abroad to the UK...
Young Travellers: Factors Restraining the Purchase Decision towards Ecotourism Products
Ecotourism is developing globally with the intention to improve sustainability. Yet, research on ecotourism that concentrates on young traveller is still scarce. This study was conducted in order to recognize the factors...