A4 Article in conference proceedings
The Effects of Consumer Demographics and Payment Method Preference on Product Return Frequency and Reasons in Online Shopping (2021)

Makkonen, M., Frank, L., & Kemppainen, T. (2021). The Effects of Consumer Demographics and Payment Method Preference on Product Return Frequency and Reasons in Online Shopping. In A. Pucihar, M. Kljajic Borstnar, R. Bons, H. Cripps, A. Sheombar, & D. Vidmar (Eds.), 34th Bled eConference : Digital Support from Crisis to Progressive Change (pp. 567-580). University of Maribor. https://doi.org/10.18690/978-961-286-385-9.2

JYU authors or editors

Publication details

All authors or editors: Makkonen, Markus; Frank, Lauri; Kemppainen, Tiina

Parent publication: 34th Bled eConference : Digital Support from Crisis to Progressive Change

Parent publication editors: Pucihar, Andreja; Kljajic Borstnar, Mirjana; Bons, Roger; Cripps, Helen; Sheombar, Anand; Vidmar, Doroteja

Conference:

Place and date of conference: Online Conference, 27.-30.6.2021

eISBN: 978-961-286-385-9

Publication year: 2021

Pages range: 567-580

Number of pages in the book: 800

Publisher: University of Maribor

Place of Publication: Maribor

Publication country: Slovenia

Publication language: English

DOI: https://doi.org/10.18690/978-961-286-385-9.2

Persistent website address: https://press.um.si/index.php/ump/catalog/view/581/744/1568-1

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/77000

Abstract

In online shopping, product returns are very common. In order to reduce them, one must first understand who are making them and why are they being made. In this study, we aim to address these questions by examining product return behaviour from a consumer-centric rather than the more traditional product-centric, retailer-centric, and order-centric perspectives. More specifically, we focus on the effects of four demographic characteristics of consumers (i.e., gender, age, education, and income) as well as their payment method preference on their product return frequency and product return reasons. As the data, we use the responses from 560 Finnish online consumers, which were collected with an online survey and are analysed both quantitatively and qualitatively. We find gender, age, payment method preference, and average online shopping frequency to affect average product return frequency, whereas product return reasons were found to be affected by only gender and average product return frequency.

Keywords: electronic commerce; products; return; causes; consumers; consumer behaviour; payment methods; gender; age; education and training; income; logistics

Free keywords: product return frequency; product return reasons; online shopping; demographics; payment method preference; logistic regression

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2021

JUFO rating: 1