Consumer perspectives on interventions to combat fraudulent product returns in omnichannel fashion retail

Merlano, Eugenio Felipe, Frei, Regina, Zhang, Danni ORCID: https://orcid.org/0000-0002-2729-9562, Murzacheva, Ekaterina and Wood, Steve 2024. Consumer perspectives on interventions to combat fraudulent product returns in omnichannel fashion retail. International Journal of Physical Distribution & Logistics Management 10.1108/IJPDLM-02-2024-0082

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Abstract

Purpose: The expansion of online shopping aligned with challenging economic conditions has contributed to increasing fraudulent retail product returns. Retailers employ numerous interventions typically determined by embedded perspectives within the company (supply side) rather than consumer-based assessments of their effectiveness (demand side). This study aims to understand how customers evaluate counter-fraud measures on opportunistic returns fraud in the UK. Based on the fraud triangle and the theory of planned behaviour, we develop an empirically informed framework to assist retail practice. Design/methodology/approach: We collected 485 valid survey responses about consumer attitudes regarding which interventions are effective against different types of returns fraud. First, a principal component section evaluates the policies' effectiveness to identify any policy grouping that could help prioritise specific sets of policies. Second, cluster analysis follows a two-stage approach, where cluster size is determined, and then survey respondents are partitioned into subgroups based on how similar their beliefs are regarding the effectiveness of anti-fraud policies. Findings: We identify policies relating to perceived effectiveness of interventions and create customer profiles to assist retailers in conceptualising potential opportunistic fraudsters. Our product returns fraud framework adopts a consumer perspective to capture the perceived behavioural control of potential fraudsters. Results suggest effectiveness of different types of interventions vary between different types of consumers, which leads to the development of propositions to combat the fraud. Originality/value: This study is unique in assessing the perceived effectiveness of a range of interventions based on data collection and advanced analytics to combat fraudulent product returns in omnichannel retail.

Item Type:	Article
Date Type:	Published Online
Status:	In Press
Schools:	Business (Including Economics)
Publisher:	Emerald
ISSN:	0960-0035
Date of First Compliant Deposit:	6 November 2024
Date of Acceptance:	10 August 2024
Last Modified:	06 Nov 2024 15:30
URI:	https://orca.cardiff.ac.uk/id/eprint/172545

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