[논문]Exploring the Relationships between Regret, Dissatisfaction, and Repurchase Intention of Fashion Goods

Cui, Yu Hua; Bai, Yu Ling

doi:10.12940/jfb.2021.25.6.13

Exploring the Relationships between Regret, Dissatisfaction, and Repurchase Intention of Fashion Goods 원문보기

패션비즈니스 = Fashion business, v.25 no.6, 2021년, pp.13 - 24

Cui, Yu Hua (Dept. of Fashion Design, Yanbian University) , Bai, Yu Ling (Dept. of Marketing, BeijingInstituteof Fashion Technology)

Abstract ▼ AI-Helper

In the current economic downturn, it is easy for consumers to be emotional and regret their fashion product purchases. The purpose of this paper was to understand the effect of customer regret on the dissatisfaction and repurchase intention of fashion consumers in China, which is the world's largest fashion trading country. A total of 275 participants were recruited from a Chinese online survey system (www.sojump.com). The SPSS 22.0 statistical package was used for various data analyses. This study conceptualized the positive relationship between customer regret and dissatisfaction and the negative relationship between dissatisfaction and the repurchase intention of fashion goods. The findings indicated that customer regret could be categorized into two distinct types, chosen and forgone regrets. Chosen regret had a greater effect than forgone regret on dissatisfaction. The negative influence of dissatisfaction on repurchase intention was weak in consumers with a high level of regret-solving effort. The results of this study will help fashion businesses retain their customers, thus gaining long-term and repurchase economic value for the fashion industry.

주제어

표/그림 (8)

표 Table 1. Previous Studies between Regret and Dissatisfaction
그림 Figure 1. Research Model
표 Table 2. Sample Characteristics
표 Table 3. EFA of Variables
그림 Figure 2. Results of the Hypotheses
표 Table 4. Results of Hypothesis Testing
그림 Figure 3. Moderating Effect of Regret-solving Efforts on the Relationship Between Dissatisfaction and Repurchase Intention.
표 Table 5. Results of Hierarchical Regression Analysis to Examine the Moderating Effect of Regret-solving Efforts on the Relationship between Dissatisfaction and Repurchase Intention

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