Nowadays since the network has gradually become the main access to information over the last decade, and it has an indispensable part of our daily life, online shopping has been more and more universal over the last decade among all kinds of ages, especially young people. People start to realize the...
Nowadays since the network has gradually become the main access to information over the last decade, and it has an indispensable part of our daily life, online shopping has been more and more universal over the last decade among all kinds of ages, especially young people. People start to realize the convenient of online shopping, but it also leads to a series of problems, how to face these problems deserves us to think about. Therefore, the purpose of this paper is to focus on how anticipated regret influences the satisfaction of consumer during the process of online shopping behavior. To tell more specifically, this paper revealed the relationship between anticipated regret, satisfaction and repurchase behavior. We also study how participation, time pressure, possibility of purchase change and opportunity loss would influence the anticipated regret as four important independent variables. Hence, we carried out a survey targeting Chinese consumers during 11 th to 25 th October 2013. We selected 305 valid samples out of 320 questionnaires. After analyzing the data by Spss 20.0, we found the results as follows: First, the participation of consumers is positively associated with the anticipated regret, That is to say, the more participating the consumers are, the less the anticipated regret they will fell. Secondly, the more pressure of the time the consumers feel, the more anticipated regret they feel. Thirdly, the less possibility of the purchase change, the more anticipated regret the consumers will feel.
Nowadays since the network has gradually become the main access to information over the last decade, and it has an indispensable part of our daily life, online shopping has been more and more universal over the last decade among all kinds of ages, especially young people. People start to realize the convenient of online shopping, but it also leads to a series of problems, how to face these problems deserves us to think about. Therefore, the purpose of this paper is to focus on how anticipated regret influences the satisfaction of consumer during the process of online shopping behavior. To tell more specifically, this paper revealed the relationship between anticipated regret, satisfaction and repurchase behavior. We also study how participation, time pressure, possibility of purchase change and opportunity loss would influence the anticipated regret as four important independent variables. Hence, we carried out a survey targeting Chinese consumers during 11 th to 25 th October 2013. We selected 305 valid samples out of 320 questionnaires. After analyzing the data by Spss 20.0, we found the results as follows: First, the participation of consumers is positively associated with the anticipated regret, That is to say, the more participating the consumers are, the less the anticipated regret they will fell. Secondly, the more pressure of the time the consumers feel, the more anticipated regret they feel. Thirdly, the less possibility of the purchase change, the more anticipated regret the consumers will feel.
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