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Keywords: Uncertainty avoidance
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Journal Articles
Online retailers’ return policy and prefactual thinking: An exploratory study of USA and China e-commerce markets
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Journal of Fashion Marketing and Management: An International Journal (2019) 23 (4): 504–518.
Published: 23 August 2019
...Yanan Yu; Hye-Shin Kim Purpose The purpose of this paper is to examine how return policies from online fashion retailers from different countries (USA, China and Western European) support consumer need for uncertainty avoidance and lower negative prefactual thinking in two different markets: China...
