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The role of physical distribution services as determinants of product returns in Internet retailing

机译：物流服务在互联网零售中决定产品回报的作用

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摘要

Pressure continues to build on Internet retailers to squeeze out inefficiencies from their day-to-day operations. One major source of such inefficiencies is product returns. Indeed, product returns in Internet retailing have been shown to be, on average, as high as 22% of sales. Yet, most retailers accept them as a necessary cost of doing business. This is not surprising since many retailers do not have a clear understanding of the causes of product returns. While it is known that return policies of retailers, along with product attributes, are two important factors related to product return incidents, little is known about which aspects of the online retail transaction make such a purchase more return-prone. In the current study, we seek to address this issue. We use a large data set of customer purchases and returns to identify how process attributes in physical distribution service (PDS) influence product returns. The first attribute involves perceptions of scarcity conditions in inventory availability among consumers when retailers reveal to consumers information on inventory levels for the products that they intend to buy. Our results show that orders in which items are sold when these conditions are revealed to shoppers have a higher likelihood of being returned than orders in which these conditions are not revealed. While prior research has argued that inventory scarcity perceptions have an effect on purchases, our findings suggest that they are also related to the likelihood of these purchases being returned. The second attribute involves the reliability in the delivery of orders to consumers. We find that the likelihood of orders being returned depends on the consistency between retailer promises of timeliness in the delivery of orders and the actual delivery performance of the orders. Moreover, we find that the effect that consistency in the delivery has in the likelihood of returns, is stronger for orders that involve promises for expedited delivery than for orders with less expeditious promises. That is, although the occurrence of returns depends on the delays in the delivery of orders to consumers relative to the initial promises made by the retailers, this effect is more notable for orders that involve promises of fast delivery.
机译：互联网零售商继续面临压力，以减少日常运营中的效率低下。这种低效率的主要来源是产品退货。确实，事实证明，互联网零售中的产品回报平均高达销售额的22％。但是，大多数零售商都将其视为开展业务的必要成本。这并不奇怪，因为许多零售商对产品退货的原因还没有清楚的了解。虽然众所周知，零售商的退货政策以及产品属性是与产品退货事件相关的两个重要因素，但对于在线零售交易的哪些方面使这种购买更容易发生退货，人们知之甚少。在当前的研究中，我们试图解决这个问题。我们使用大量的客户购买和退货数据集来确定物流服务（PDS）中的流程属性如何影响产品退货。第一个属性涉及当零售商向消费者透露他们打算购买的产品的库存水平信息时，消费者对库存可用性的稀缺条件的感知。我们的结果表明，与未透露这些条件的订单相比，向购物者显示这些条件时出售商品的订单退货的可能性更高。尽管先前的研究认为库存稀缺感会影响采购，但我们的发现表明，库存稀缺感也与这些采购被退回的可能性有关。第二个属性涉及向消费者交付订单的可靠性。我们发现，退回订单的可能性取决于零售商对订单交付及时性的承诺与订单实际交付绩效之间的一致性。此外，我们发现，对于包含快速交货承诺的订单，交付一致性对退货可能性的影响要强于对快速承诺的订单。即，尽管退货的发生取决于相对于零售商作出的最初承诺，向消费者交付订单的延迟，但是对于涉及承诺快速交付的订单，这种影响更为明显。

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