The Influencing Factors of the Elderly’s Returns in the Live Shopping
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Abstract
When live e-commerce has deeply penetrated into the consumption scene of the elderly, e-commerce returns have become a prominent pain point affecting the consumption experience of the elderly. This study discussed the impact of product perceived consistency, host reputation and leisure shopping orientation on the return of live broadcasting for the elderly. The empirical results showed that product perceived consistency has a significant negative impact on the return intention, which is stronger when the return policy is not good, and host reputation has an unexpected positive impact on the return intention. The trust of the elderly in the high-reputation hosts makes them more confident to exercise the right to return products they do not like. And the impact of leisure shopping orientation is only significant when the return policy is good. Based on this, this paper put forward some suggestions to optimize the service of live shopping for the elderly and protecting the reasonable return rights of the elderly consumers.
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