Proceedings of the 12th International Conference on Business and Management Research (ICBMR 2018) 2019
DOI: 10.2991/icbmr-18.2019.22
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Antecedent Factors of Self-Gifting Behavior and Its Influence toward Post-Purchase Regret of the Millennial Generation

Abstract: With the shifting trend from gifting behavior to self-gifting behavior, retailers are faced with a new challenge to win their consumers' heart, especially Millennial consumers. Additionally, the growing landscape in a retail environment and the more options that consumers face when shopping may result in a dissatisfied feeling with their buying, and trigger the regret feeling afterward. This study aims to analyze the antecedent factors that drive a consumer to perform self-gifting behavior, and the influence o… Show more

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