ปัจจัยที่มีผลต่อการส่งคืนสินค้าประเภทพลอยแท้ (ช่องทางออนไลน์) ของผู้ประกอบการ จังหวัดจันทบุรี

Abstract

This qualitative study aims to (1)examine the factors driving the return of genuine gemstones via online channels, and (2) investigate the subsequent business impacts of these returns on gemstone entrepreneurs in Chanthaburi Province. The sample group comprised 12 business owners with a minimum of one year of experience in online genuine gemstone retailing. Data were collected using semi-structured interviews.

The findings revealed that eight entrepreneurs (66.67%) operate through both online and offline channels. On average, buyers returned genuine gemstones at a monthly rate of 2% to 5%, typically notifying sellers within 1 to 3 days of product receipt. Hard gemstones, particularly rubies, exhibited the highest frequency of returns. In terms of pricing, genuine gemstones valued at 10,000 Baht and above experienced the highest return rates, whereas soft gemstones priced below 500 Baht had the lowest. The factors influencing online genuine gemstone returns emerged in three primary themes (1) discrepancies between the actual gemstone color and brilliance and the seller’s description, (2) product imagery that failed to comprehensively display inclusions or flaws from all angles, and (3) the perceived unreliability of seller-issued certificates.

Furthermore, the business impacts of these returns were categorized into three main areas (1) increased operational costs, specifically regarding shipping, insurance, and packaging expenses, (2) the risk of physical damage to the gemstones, and (3) the loss of business opportunities.