Research Article

The role of internal and external attributions in product return behavior following erroneous purchases in online clothing shopping

Volume: 23 Number: 2026 September 21, 2026
EN TR

The role of internal and external attributions in product return behavior following erroneous purchases in online clothing shopping

Abstract

This study aimed to examine how university students develop internal and external attributions during the product return process following incorrect purchase decisions in online clothing shopping, and how these attributions are reflected in their emotional and behavioral responses. The study is conducted within the framework of Attribution Theory and considers both internal attributions based on individual characteristics and motivations, as well as external attributions related to product features and environmental factors. Semi-structured in-depth interviews were conducted with 24 university students aged 18-35, and the data were analyzed using thematic analysis across six main themes. The findings indicate that incorrect purchase experiences are largely associated with product quality and visual presentation, and that the return process is perceived as challenging, particularly due to logistical difficulties. While participants developed both internal and external attributions, external attributions were found to be more dominant. This study sheds light on the impact of individuals’ causal attribution mechanisms on consumer decisions by examining these mechanisms in detail, thereby identifying key factors and methodological approaches that organizations can use in the advertising, promotional, and retention strategies they develop and implement.

Keywords

attribution theory, consumer behavior, online shopping, product returns, internal and external attribution

Ethical Statement

Ethical approval was obtained from the Ethics Committee of the Faculty of Social and Human Sciences at Erciyes University. (Approval date: January 27, 2026, Application No.: 033). Following the evaluation conducted by the relevant ethics committee, the study titled “The Role of Internal and External Attributions in Product Return Behaviors Following Erroneous Purchases in Online Clothing Shopping” was marked with the decision: “The project has been deemed ethically appropriate.”

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APA
Ekinci, B., & Akgün Akan, N. (2026). The role of internal and external attributions in product return behavior following erroneous purchases in online clothing shopping. OPUS Journal of Society Research, 23(2026), 1-22. https://doi.org/10.26466/opusjsr.1961607
AMA
1.Ekinci B, Akgün Akan N. The role of internal and external attributions in product return behavior following erroneous purchases in online clothing shopping. OPUS JSR. 2026;23(2026):1-22. doi:10.26466/opusjsr.1961607
Chicago
Ekinci, Buşra, and Nilay Akgün Akan. 2026. “The Role of Internal and External Attributions in Product Return Behavior Following Erroneous Purchases in Online Clothing Shopping”. OPUS Journal of Society Research 23 (2026): 1-22. https://doi.org/10.26466/opusjsr.1961607.
EndNote
Ekinci B, Akgün Akan N (September 1, 2026) The role of internal and external attributions in product return behavior following erroneous purchases in online clothing shopping. OPUS Journal of Society Research 23 2026 1–22.
IEEE
[1]B. Ekinci and N. Akgün Akan, “The role of internal and external attributions in product return behavior following erroneous purchases in online clothing shopping”, OPUS JSR, vol. 23, no. 2026, pp. 1–22, Sept. 2026, doi: 10.26466/opusjsr.1961607.
ISNAD
Ekinci, Buşra - Akgün Akan, Nilay. “The Role of Internal and External Attributions in Product Return Behavior Following Erroneous Purchases in Online Clothing Shopping”. OPUS Journal of Society Research 23/2026 (September 1, 2026): 1-22. https://doi.org/10.26466/opusjsr.1961607.
JAMA
1.Ekinci B, Akgün Akan N. The role of internal and external attributions in product return behavior following erroneous purchases in online clothing shopping. OPUS JSR. 2026;23:1–22.
MLA
Ekinci, Buşra, and Nilay Akgün Akan. “The Role of Internal and External Attributions in Product Return Behavior Following Erroneous Purchases in Online Clothing Shopping”. OPUS Journal of Society Research, vol. 23, no. 2026, Sept. 2026, pp. 1-22, doi:10.26466/opusjsr.1961607.
Vancouver
1.Buşra Ekinci, Nilay Akgün Akan. The role of internal and external attributions in product return behavior following erroneous purchases in online clothing shopping. OPUS JSR. 2026 Sep. 1;23(2026):1-22. doi:10.26466/opusjsr.1961607