Product returns are typically seen as a necessary headache and a cost drain for e- marketplace sellers. Although previous studies have explored the influences of web technologies on product returns, little is known about the mechanisms under which different categories of web technologies work. More importantly, extant studies on page views suggest a conflict relationship between product page views and product returns and attribute it to the moderating influences of information technology- enabled systems, but few studies have considered distinguishing the home page views and product page views. In this study, we developed a research model that incorporates both the differential influences of pricing vs. product oriented web technologies on home page views vs. product page views and the mediating role of page views in the relationship between web technologies and product returns by drawing on elaboration likelihood model and expectation confirmation theory. We plan to validate it by using a unique longitudinal dataset of observations of 4,000 sellers over ten months in the biggest e-marketplace in China. The research and practice implications are discussed.