Generational Differences in Online Fashion Return Behavior in China: A Cross-Cohort Analysis
This thesis investigates generational differences in online fashion return behavior in China, focusing on wardrobing and bracketing. An integrated framework combining the Theory of Planned Behavior (TPB) and Generational Cohort Theory (GCT) is tested using a sequential explanatory mixed‑methods design. The quantitative phase surveyed 225 Chinese fashion e‑commerce consumers (Generations X, Y, and
