Search: An Expense or an Experience? Exploring the Influence of Search on Product Return Intentions
研究了消费者购前信息搜索如何影响产品退货意向，发现被视为开支的搜索会降低满意度并增加退货意向，而被视为体验的搜索则提升满意度并减少退货意向。
Prepurchase information search may be viewed as an expense and/or an experience. The authors argue that theory is unclear in explaining the effect of each form of search on a consumer's ultimate product return intentions. Alternative hypotheses are developed in relation to core theory that predict inconsistent effects of search upon both product satisfaction and return intentions. Results ultimately suggest that a consumer's investment in search that is viewed as an expense weakens satisfaction with a product, while prompting return intentions. Conversely, search viewed as an experience heightens satisfaction and diminishes return intentions. Theoretical and managerial implications of the results are discussed.