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MM

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Poster

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This study examines how online fashion retailers’ return policies differ based on country-of-business. In particular, we examine whether online companies for American consumers are inclined to be more lenient and address American consumer needs to avoid uncertainty and influence prefactual thinking compared to return policies for Chinese consumers.

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Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

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Jan 1st, 12:00 AM

Online Retailer’s Return Policy and Prefactual Thinking: A Cross-Cultural Study of U.S. and Chinese E-Commerce Markets

This study examines how online fashion retailers’ return policies differ based on country-of-business. In particular, we examine whether online companies for American consumers are inclined to be more lenient and address American consumer needs to avoid uncertainty and influence prefactual thinking compared to return policies for Chinese consumers.

 

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