Consumer Regret: Effect of Counter-Factual Thinking on Post-Purchase Behavior

• 발행기관: 한국유통과학회
• 저자명: Yang, Hoe-Chang Kim, Young-Ei
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2019 International Conference on Business and Economics (ICBE 2019), 307~309쪽, 전체 3쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.07.08

영문 초록

This study inspected effect of counter-factual thinking on post-purchase behavior producing consumer regret at HMR selection and purchase to find out factors that HMR production and distribution business should consider. The consumers who often resented HMR purchase did counter-factual thinking on post-purchase behavior to be likely to do switching purchase. Counter-factual thinking on post-purchase behavior had negative influence upon consumer s satisfaction with HMR safety and marketing characteristics.

목차

1. Introduction

2. Theoretical Background

3. Methodologies

4. Empirical Analysis

5. Summary

키워드

Counter-factual Thinking Post-purchase behavior Switching purchase Repeated purchase HMR Satisfaction Factor