Can Strategic Returns Improve Consumer Loyalty? Evidence from E-commerce Companies

doi:10.15936/j.cnki.1008-3758.2023.02.004

Abstract

Abstract: Strategic returns are a common and unique behavior pattern in online shopping scenarios. Based on the uncertainty theory， the propensity score matching method is used to overcome the sample selection bias， and the impact of strategic returns on consumers' behavior loyalty is studied. The results show that strategic returns can help increase consumer loyalty， that is， the frequency of repurchasing， the size of repurchasing orders， and the price paid for repurchased products by consumers of strategic returns are significantly higher than those of non-returned consumers; the degree of strategic returns has a significant positive effect on consumer loyalty， that is， the greater the degree of consumers' strategic returns， the higher the frequency of repurchasing， the size of repurchasing orders， and the price paid for repurchased products.

Key words: strategic return; behavior loyalty; customer management; purchasing behavior

CLC Number:

F270

WANG Qian， ZHANG Hongchao. Can Strategic Returns Improve Consumer Loyalty? Evidence from E-commerce Companies[J]. Journal of Northeastern University(Social Science), 2023, 25(2): 24-32.

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