Review of the Research on the Impact of Online Shopping Return Policy on Consumer Behavior

Abstract

Based on the relevant literature, this paper study the impact of online shopping return policy on consumer purchase behavior from the dimension of return policy, consumer perception, consumer purchase behavior and so on. In the online shopping environment, the return problem between retailers and consumers is more obvious. Based on the researching achievements of predecessors, return policy can be divided into three dimensions: return cost, return time limit and efforts. Consumer psychological perception of return policy is based on the traditional consumer perception, which can be summarized into three aspects: perceived risk, perceived quality and perceived fairness. In the online shopping environment, the consumer purchase behavior is still a specific research and in-depth discussion. The return policy, as the key information between the two decision points, is of great importance to consumers' purchase and return behaviors.