The Influence of Impulse Purchase on Fashion Enthusiasts’ Return Behaviour: The Case of Douyin Live-Streaming Purchase in Shandong, China

Abstract

This conceptual paper develops an integrated framework to explain return behavior among Douyin fashion consumers by combining Expectation-Confirmation Theory and Trust Theory. It explores how impulse purchase intentions, shaped by emotionally charged live-streaming environments, lead to post-purchase regret and strategic returns. The model identifies trust in platform refund policies as a key moderator, influencing the likelihood of return behaviour. Focusing on Shandong Province, where rising incomes coincide with declining apparel spending, the paper addresses underexplored regional dynamics and proposes hypotheses for future empirical validation. Findings contribute to digital commerce literature by offering a culturally contextualized, emotionally grounded, and platform-specific perspective.