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Effects Of Demography On Opportunistic Product Return Behaviors In E-Commerce, Nikhila Anand

Honors Undergraduate Theses

College student consumers are an increasingly important segment for marketers and scholars, particularly with the advent of online shopping. This research aims at exploring the effect of college students' decision-making styles on online purchase and return behavior. An online questionnaire survey was conducted on 1100 college students at the University of Central Florida to understand how respondents' return behavior changed with various scenarios and demographic factors. Analysis shows that scenarios involving late arrivals are the highest drivers of returns, while guilt and post- purchase regrets drove far fewer returns. Statistically significant differences in return behavior were found between demographic groups. …