Factors influencing online return intention mediated by post-purchase dissonance: A study of shopee users during double-date promotional campaigns
DOI:
https://doi.org/10.61511/jembar.v4i1.2026.3702Keywords:
eWOM, information overload, impulsive buying, online return intention, perceived environmental efficacy, post-purchase dissonanceAbstract
Background: High-intensity promotional campaigns like "double-date" sales have significantly increased product returns in e-commerce, posing logistical and environmental challenges. This study examines the drivers of Online Return Intention (ORI) among Shopee users in Java Island, Indonesia. Methods: Using a quantitative approach, data were collected from 163 respondents in Java via purposive sampling. Hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the proposed research hypotheses and examine the indirect path relationships. Findings: Results indicate that information overload and impulsive buying do not directly influence online return intention but have a significant indirect effect through post-purchase dissonance mediation. Surprisingly, electronic word-of-mouth and perceived environmental efficacy do not significantly impact online return intentions in this context. Conclusion: Psychological discomfort is the primary driver of online return intention. However, the study identifies that complex return procedures and administrative burdens often discourage consumers from executing returns, despite high dissonance levels. E-retailers should focus on reducing information complexity to minimize post-purchase regret. Novelty/Originality of this article: The research identifies procedural barriers as a decisive factor that disrupts the transition from intention to action, providing a localized refinement of the SOR model within the context of Indonesia’s developing e-commerce landscape.
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