Research On Impulse Buying And Consumer Return Intention

As information technology and internet economy develops,people’s consumption concept is changing.Online shopping is gaining its popularity,to be followed by the rising return rate.Product return will not only increase the freight cost of online retailers,but also affects their online wordof-mouth.Therefore,it is of great significance to study why consumers have the intention of returning products.Previous studies believe that cognitive dissonance is an important factor leading to consumers’ willingness to return goods.However,scholars’opinions on cognitive dissonance diverge from each other.The influence of impulse purchase on cognitive dissonance has not been paid enough attention by scholars.The development of information technology and various promotional strategies of merchants make impulse purchase very common.Thus,this paper attempts to explore the relationship between impulse purchase and return intention.A model is constructed based on impulse purchase decision model,analyzing how consumers have impulse consumption in the context of online shopping,and then stimulating consumers’ willingness to return goods through cognitive dissonance and perceived risk,considering the moderating effect of the sense of power.In order to explore the model,402 valid samples are collected by questionnaire investigation,and SPSS25.0 and AMOS24.0 are used to analyze data.The results show that:(1)Hedonistic browsing and interpersonal interaction positively affect consumers’impulsive buying behavior,while utilitarian browsing has no significant relationship with impulse buying behavior;(2)Cognitive dissonance plays a mediating role between impulsive purchase and return intention;(3)Perceived risk mediates the process from impulse purchase to return intention;(4)Sense of power negatively moderates the negative correlation between perceived risk and return intention,while the moderating effect is not significant between cognitive dissonance and return intention.Eventually,management suggestions are made for online retailers and e-commerce platforms based on the research conclusions.For the online retailers,not only should they ensure the quality of goods but also enhance the effect of information display and interaction;for platforms,interactive forms and website design can be optimized in the future to improve consumers’ browsing experience.