| Author: | Wang, Suyue |
| Title: | How does post-purchase regret influence consumers' purchase intention for the almost-chosen brand in online shopping : the mediating role of self-brand connection |
| Advisors: | Xu, Xin (MM) |
| Degree: | M.Phil. |
| Year: | 2023 |
| Subject: | Teleshopping Consumer behavior Consumers -- Attitudes Consumers' preferences Brand choice Hong Kong Polytechnic University -- Dissertations |
| Department: | Department of Management and Marketing |
| Pages: | 36 pages : color illustrations |
| Language: | English |
| Abstract: | The purpose of this research is to explore the relationship between post-purchase regret and consumers' purchase intention for the almost-chosen brand and the mediating role of Self-Brand Connection through two experiments. The results provide evidence for the potent impact of post-decisional regret on enhancing consumers' self-brand connections with the almost-chosen brand and subsequent purchase intention, particularly in the context of a wider choice set. The findings will give brand marketers insights into the importance of consumer regret and its previously less-noticed consequences related to SBC. |
| Rights: | All rights reserved |
| Access: | open access |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/12706