Duong, Quang Huy ORCID: https://orcid.org/0000-0003-2108-2976, Zhou, Li ORCID: https://orcid.org/0000-0001-7132-5935, Meng, Meng and Nguyen, Van Truong (2025) Unlocking online product return behaviour: the influence of product attributes on customer interaction styles. International Journal of Operations & Production Management, 45 (13). pp. 166-203. ISSN 0144-3577 (Online) (doi:10.1108/IJOPM-08-2024-0685)

Preview

PDF (Open Access Article) 50973 DUONG_Unlocking_Online_Product_Return_Behaviour_The_Influence_Of_Product_Attributes_(OA)_2025.pdf - Published Version Available under License Creative Commons Attribution. Download (8MB) | Preview

Abstract

Purpose – Despite growing research on online product return behaviour (OPRB), customer behaviour remains complex and unpredictable. Some customers return products assertively with clear complaints, while others exhibit hesitation and silent dissatisfaction. This study distinguishes between assertive and non-assertive returners and examines the intrinsic (e.g. performance and reliability) and extrinsic (e.g. warranty and product information mismatch) product attributes influencing their behaviours. Design/methodology/approach – Drawing on a large, global dataset of Amazon customer reviews – a reliable source of customer perceived insights – we employ Latent Dirichlet Allocation topic modelling and (semi)-unsupervised machine learning models (e.g. gradient boosting and self-training) to analyse these reviews. These methods allow us to uncover behavioural patterns and explore the key product characteristics influencing OPRB. Findings – We find that intrinsic attributes (performance and reliability), extrinsic attributes (warranty), high price and sales rank are key drivers of assertive OPRB. Durability has a heterogeneous effect, while low price and information mismatch are linked to non-assertive OPRB. Additionally, assertive OPRB can be triggered by joint effects between two product attributes. Practical implications – The findings provide manufacturers with insights to prioritise quality issues in design and production, while e-commerce managers and operations professionals can manage returns more strategically and better address customer dissatisfaction. Originality/value – This study contributes to attribution, prospect and planned behaviour theories by explaining how intrinsic and extrinsic attributes cause differences in assertive vs non-assertive OPRB, emphasising the role of customer feedback in product development and operational optimisation.

Item Type:	Article
Uncontrolled Keywords:	product return behaviour, product attribute, assertiveness, customer interaction styles, machine learning, online reviews
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > Networks and Urban Systems Centre (NUSC) Greenwich Business School > Networks and Urban Systems Centre (NUSC) > Connected Cities Research Group (CCRG) Greenwich Business School > School of Business, Operations and Strategy
Last Modified:	02 Sep 2025 11:21
URI:	https://gala.gre.ac.uk/id/eprint/50973

Actions (login required)

View Item

Downloads