ANTECEDENTS OF CONSUMER PRODUCT RETURNS

Öz

Product returns inevitably occur in companies for consumer and industrial products. While returns cause business resources to be spent inefficiently, they also cause serious damage to the environment and economy due to reverse logistics activities. The aim of this study is to examine consumer return behavior and its reasons Opinions of 653 consumers are obtained through convenience sampling for the study. In this research, the reasons for return behavior are examined in two categories: product-related and consumer-related. Consumers' returns are largely product-related. Consumer-related returns are considered in two factors: insufficient research and unable-to-use. Insufficient research returns are positively influenced by consumer attitudes towards unethical returns and impulsive (emotional dimension) buying tendencies. User manual behavior is shown to reduce unable-to-use returns. In addition, the positive attitude of consumers towards unethical returns increases the number of unable-to-use returns. Consumer attitudes towards unethical product returns are negatively affected by their environmental values.

Anahtar Kelimeler

• Product Returns
• Unethical Returns
• Impulsive Buying
• User Manual Behavior
• Environmental Values

TÜKETİCİLERİN ÜRÜN İADELERİNİN ÖNCÜLLERİ

Öz

Ürün iadeleri tüketici ve endüstriyel ürünlerde kaçınılmaz bir biçimde işletmelerin karşısına çıkmaktadır. İadeler işletme kaynaklarının verimsiz bir biçimde harcanmasına yol açarken, tersine lojistik faaliyetleri nedeniyle çevreye ve ekonomiye ciddi zarar vermektedir. Bu çalışmanın amacı tüketici iade davranışı ve nedenlerini incelemektir. Çalışma için kolayda örnekleme ile 653 tüketicinin görüşü alınmıştır. Araştırmada iade davranışı nedenleri ürün kaynaklı ve tüketici kaynaklı olmak üzere iki kategoride incelenmektedir. Tüketicilerin iadelerinin büyük oranda ürün kaynaklı olduğu bulunmuştur. Tüketici kaynaklı iadeler, yetersiz araştırma ve kullanamama iadeleri olarak iki faktörde ele alınmaktadır. Yetersiz araştırma iadeleri tüketicilerin etik olmayan iadelere yönelik tutumları ve dürtüsel (duygusal boyut) satın alma eğilimlerinden olumlu etkilenmektedir. Tüketicilerin kullanma kılavuzu davranışının kullanamama iadelerini azalttığı gösterilmiştir. Bunun yanında etik olmayan iadelere yönelik tüketicilerin olumlu tutumu kullanamama iadelerini artırmaktadır. Tüketicilerin etik olmayan ürün iadelerine yönelik tutumları çevreci değerlerinden olumsuz etkilenmektedir.

Anahtar Kelimeler

• Ürün İadeleri
• Etik Olmayan İadeler
• Dürtüsel Satın Alma
• Kullanma Kılavuzu Davranışı
• Çevreci değerler

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