Araştırma Makalesi

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

Cilt: 23 Sayı: 2026 21 Eylül 2026
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The role of internal and external attributions in product return behavior following erroneous purchases in online clothing shopping

Öz

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.

Anahtar Kelimeler

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

Etik Beyan

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.”

Kaynakça

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  8. Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. SAGE.
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  10. Çetin, M.E., Aslan Çetin, F. (2025). Online alışverişte tüketici yenilikçiliği, algılanan güven ve satın alma tercihi unsurlarının ilişkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 21(4), 1734-1765. https://doi.org/10.17130/ijmeb.1612028

Kaynak Göster

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 TAD. 2026;23(2026):1-22. doi:10.26466/opusjsr.1961607
Chicago
Ekinci, Buşra, ve 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 (01 Eylül 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 ve N. Akgün Akan, “The role of internal and external attributions in product return behavior following erroneous purchases in online clothing shopping”, OPUS TAD, c. 23, sy 2026, ss. 1–22, Eyl. 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 (01 Eylül 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 TAD. 2026;23:1–22.
MLA
Ekinci, Buşra, ve 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, c. 23, sy 2026, Eylül 2026, ss. 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 TAD. 01 Eylül 2026;23(2026):1-22. doi:10.26466/opusjsr.1961607