Perceived opportunism (PO) in e‐return service encounters

Abstract

Purpose – The purpose of this paper is to explore the existence, role, and hidden problems associated with customer perceived opportunism (PO) in e‐return service (e‐RS) encounters.Design/methodology/approach – A theoretical framework is proposed linking return policy (RP) and information credibility (IC) with customer PO, trust, and stickiness intention (SI). This study reviews research and concepts from various fields, including marketing, psychology, and information systems and derives six hypotheses. Data from online users are examined using LISREL 8.8.Findings – The results confirmed that PO mediates between e‐RS and trust, as well as the power of the proposed model to predict e‐RS customer behavior.Research limitations/implications – This work developed a novel customer e‐RS behavioral model to characterize the current online environment. Potential limitations of the proposed method are also described, along with suggestions for further research on sampling and model development, in order to accurat...