This research proposes a new construct, post-purchase anticipated regret (PPAR), to expand the existing retailing and regret theory literature streams. Specifically, the purpose of this research is to understand the antecedents and consequences of post-purchase anticipated regret in an online retailing context. Study 1 uses qualitative data drawn from depth-interviews with online shoppers to investigate the pre-purchase factors that contribute to PPAR formation. Building from these results, studies 2 and 3 empirically test an original conceptual model to holistically understand PPAR. Additionally, the role of online shopping self-affirmation and regret coping strategies are explored as means to combat PPAR formation. Managerial and theoretical implications are offered, as well as research limitations and future research directions.
| Identifer | oai:union.ndltd.org:MSSTATE/oai:scholarsjunction.msstate.edu:td-4424 |
| Date | 06 May 2017 |
| Creators | Krallman, Alexandra |
| Publisher | Scholars Junction |
| Source Sets | Mississippi State University |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | Theses and Dissertations |
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