The role of internal and external attributions in product return behavior following erroneous purchases in online clothing shopping

This study aimed to examine how university students develop internal and external attributions during the product return process following incorrect purchase decisions in online clothing shopping, and how these attributions are reflected in their emotional and behavioral responses. The study is conducted within the framework of Attribution Theory and considers both internal attributions based on individual characteristics and motivations, as well as external attributions related to product features and environmental factors. Semi-structured in-depth interviews were conducted with 24 university students aged 18-35, and the data were analyzed using thematic analysis across six main themes. The findings indicate that incorrect purchase experiences are largely associated with product quality and visual presentation, and that the return process is perceived as challenging, particularly due to logistical difficulties. While participants developed both internal and external attributions, external attributions were found to be more dominant. This study sheds light on the impact of individuals’ causal attribution mechanisms on consumer decisions by examining these mechanisms in detail, thereby identifying key factors and methodological approaches that organizations can use in the advertising, promotional, and retention strategies they develop and implement.