The Effects on Purchase Deferral of Choice Difficulty and Anticipated Regret on Assortment Size of Product

Purpose: This study examines the effect of changes in the daily lives of cosmetic consumers resulting from COVID-19 on behavioral intention according to consumption value and analyzes the relationship among consumption value, purchase satisfaction, and repurchase intention of cosmetic consumers.Methods: In this study, a collected questionnaire was statistically processed to verify the established hypothesis, and through the data coding process, empirical analysis was performed using the SPSS (Statistical Package for Social Science) 22.0 program and Amos 21.0.Results: As a result of examining the effect of cosmetic shopping value on satisfaction and expected regret, based on the independent variable, rare consumption value (CR=5.199), hedonistic consumption value (CR=6.974), and functional consumption value (CR=4.214) on satisfaction, ethical consumption value (CR=15.628) and functional consumption value (CR=2.798) were found to affect the expected regret (p<0.01). As a result of the hypothesis testing, the most influential section was the effect of satisfaction on repurchase (C.R.=27.117).Conclusion: This study analyzed the data of 1,059 people and confirmed the effect of the change in consumption value on consumer satisfaction as the center of consumption shifts rapidly from offline to online due to the influence of the untact era. It is thought that this understanding would be helpful in establishing effective strategic technology.

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The Uncertainty, Regret Experience, and Negative Behavior Intention of Fashion Consumers According to the Types of Internet Shopping Malls

Lee¹,

Jung²

2013

Fashion & Textile Research Journal

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: This study investigated the uncertainty, regret experience, and negative behavior intention of fashion consumers according to the types of internet shopping malls. The data was obtained from internet fashion consumers, and 394 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, t-test, ANOVA, and regression analysis. As results, the uncertainty of internet fashion consumers was composed of two factors; information uncertainty and preference uncertainty. The regret experience was composed of function or service regret, suitability regret, and product regret. Also, the negative behavior intention was composed of purchase switching intention and purchase deferral intention. The information uncertainty of fashion consumers positively affected the negative behavior intention in all types of internet shopping malls (e.g., open market, integrated shopping mall, and fashion specialized shopping mall). In open market, the preference uncertainty negatively affected the purchase switching intention; however, the preference uncertainty positively affected the purchase deferral intention. In open market and fashion specialized shopping mall, the product regret of internet fashion consumers positively affected the negative behavior intention. In addition, there were partially significant differences in the factors of uncertainty, regret experience, and negative behavior intention by gender and marital status of demographic characteristics. The results of this study will provide useful information to the marketing strategies considering fashion consumer's negative emotion and behaviors according to the types of internet shopping malls.

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The Effects on Purchase Deferral of Choice Difficulty and Anticipated Regret on Assortment Size of Product

Cited by 3 publications

References 26 publications

Two important strategies to attenuate consumer purchase hesitation ^☆

Two important strategies to attenuate consumer purchase hesitation ^☆

Effects of Consumer Consumption Value and Psychological Status on Cosmetics Repurchase Behavior in the COVID-19 Era

The Uncertainty, Regret Experience, and Negative Behavior Intention of Fashion Consumers According to the Types of Internet Shopping Malls

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The Effects on Purchase Deferral of Choice Difficulty and Anticipated Regret on Assortment Size of Product

Cited by 3 publications

References 26 publications

Two important strategies to attenuate consumer purchase hesitation ☆

Two important strategies to attenuate consumer purchase hesitation ☆

Effects of Consumer Consumption Value and Psychological Status on Cosmetics Repurchase Behavior in the COVID-19 Era

The Uncertainty, Regret Experience, and Negative Behavior Intention of Fashion Consumers According to the Types of Internet Shopping Malls

Contact Info

Product

Resources

About

Two important strategies to attenuate consumer purchase hesitation ^☆

Two important strategies to attenuate consumer purchase hesitation ^☆