Examining Drivers of Consumer Returns in E-Tailing with Real Shop Data

Abstract

Returns management – an important component of supply chain management – is a key aspect of online retailers’ business models. Despite increasing interest in this issue, few studies have published empirical results on the drivers of consumer returns in e-tailing. Because this knowledge is essential to enabling better decisions about return flows, we explored an extensive dataset from an online apparel retailer using linear and logistic regression models. This approach distinguishes our study from other empirical work, which is usually based on survey methods. Before the data analysis, previously untested hypotheses were formulated using established theories and anecdotal information.