主题:Infinite-Scrolling vs. Pagination: The Impact of Interface Layout on Product Returns
题目：无限滚动与分页布局：界面布局设计对商品退货率的影响
时间: April 16th, 2026 (Thursday) 10:00 am-11:00 am Beijing Time
地点: 管理科研楼第一教室
主讲人:Huitian Zhang, PhD Candidate, School of Business, Hong Kong Baptist University
Bio:
Huitian Zhang is a Ph.D. candidate in Marketing at Hong Kong Baptist University. Her research interests focus on consumer-interface interactions, service marketing, marketing communication, and charity marketing. Her work has been published in Nankai Business Review, and several papers have received minor revision invitations from Journal of Marketing Research and Journal of Business Research. Her research has also been featured in the proceedings of leading international conferences, including the Association for Consumer Research (ACR), Society for Consumer Psychology (SCP), and Australian and New Zealand Marketing Academy (ANZMAC) conferences.
照片：
Abstract:
Interface layout, although a fundamental and prominent aspect inherent to online interfaces, has received limited attention in consumer research. This paper explores how the two major types of interface layout (infinite scrolling and pagination) influence consumers’ product return behavior in the context of free returns, a standard policy on e-commerce sites. Across five studies featuring real websites, we show that an infinite-scrolling (versus paginated) layout increases consumers’ tendency to return purchased products. This effect occurs because infinite scrolling dampens consumers’ navigational control over the website, which impairs their choice closure after making decisions, thereby increasing product return intentions. We also identify both theoretically relevant and managerially important moderators and interventions to mitigate this adverse effect of infinite scrolling, such as incorporating navigational aids (e.g., displaying sequence numbers alongside), providing affirmative feedback, and accounting for the cost of product returns. This research not only contributes to the literature on interface effects, website navigation, and product returns but also provides applied insights for marketing practitioners.