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

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