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The Strategic Interplay Between Return Insurance and Augmented Reality in Live-Streaming Commerce Considering Consumer Search Effort

Product mismatch, arising from consumers’ inability to physically experience products before purchase, is a major cause of returns in e-commerce, eroding e-tailer profits and intensifying consumers’ concerns about returns. To alleviate these concerns, e-tailers have increasingly adopted return insur...

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Uloženo v:
Hlavní autoři: Kexin Ding, Tianjian Yang
Médium: Artigo
Jazyk:Inglês
Vydáno: MDPI AG 2026-06-01
Edice:Journal of Theoretical and Applied Electronic Commerce Research
Témata:
live-streaming commerce
return insurance
augmented reality
consumer search effort
On-line přístup:https://www.mdpi.com/0718-1876/21/6/192
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