How Device Type Affects Product Returns in E-Commerce
(R2020-83382)

AUTHORS

Alisa Keller, University of Passau; Dirk Totzek, University of Passau

KEYWORDS

mobile commerce; cross device shopping; product returns

ABSTRACT

The goal of this study is to examine how device type influences customers’ return probability. Our study is based on field data from a large German retailer. We analyze over 30,000 purchase transactions using a logistic regression model. We demonstrate that device specific factors have a substantial role in explaining return behavior. We find that using a smartphone versus a fixed device for online purchasing leads to a significant increase in return probability. However, when customers’ complete their purchase on a tablet versus fixed device, return probability significantly decreases. Our results propose that risk of a wrong purchase and thus return probability decreases with an increase in device screen size. Further, we suggest that the use of a touchscreen increases customers’ psychological ownership of the product and hence results in a lower return probability.