Gender Gap bei Nachkaufsdissonanzen im E-Commerce und deren Auswirkung auf das Retourenverhalten

Klein, A. & Hausmann-Mrsic, B.

(HS-Wismar, Wings, Studiengang Sales and Marketing)

Klein, A. & Hausmann-Mrsic, B. (2017). Gender Gap bei Nachkaufsdissonanzen im E-Commerce und deren Auswirkung auf das Retourenverhalten. Sturm, H. (Hrsg.) Journal of Master Sales and Marketing. Internet:

Gender gap in after-sales dissonances in e-commerce and their impact on the return rate.

Every year millions of euros of profit are generated via ecommerce channels worldwide. But with the growing additional revenues for merchants also the number of returns shows a steady increase. While returns are very cost intensive positions for vendors they are also necessary ones. Without an open return policy companies would gain a significant competitive disadvantage. Despite the excessive costs caused by returns, the reasons behind this consumer behaviour has not yet been fully investigated. One of the potential causes for returns are cognitive dissonances. The following paper examines, whether this phenomenon has an impact on product returns also in e-commerce and whether gender based differences can be found. To do so, the basic requirements for cognitive dissonance, information level at purchase, external influences, duration of the commitment, and the level of involvement have been tested. Furthermore, the target group has been split by gender to find out, if gender based influences occur.

No statistical significant between the influencing factors and number of returns were found, as well as no gender based differences. It can be concluded that the concept of returns includes much more factors than the tested ones. Weiterlesen