Leveraging return policy for price premium

The research was initiated to understand the composition of factors that could help leverage price premium to e-Tailers. One of the lesser-researched factor viz. return policy was investigated to understand if it positively influenced buyer's willingness to pay price premium to e-Tailers. The research was based on the empirical investigation of 347 respondents and hypothesis was validated using structural equation modeling and binary logistic regression. The research contributes toward 'what' and 'how' domain of academic contribution and opens up the way for 'when' domain through contextual contributions in the future scope. © 2015 Macmillan Publishers Ltd.