Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor | Department of Management and Marketing | en_US |
| dc.contributor.advisor | Xu, Xin (MM) | en_US |
| dc.creator | Wang, Suyue | - |
| dc.identifier.uri | https://theses.lib.polyu.edu.hk/handle/200/12706 | - |
| dc.language | English | en_US |
| dc.publisher | Hong Kong Polytechnic University | en_US |
| dc.rights | All rights reserved | en_US |
| dc.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 | en_US |
| dcterms.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. | en_US |
| dcterms.extent | 36 pages : color illustrations | en_US |
| dcterms.isPartOf | PolyU Electronic Theses | en_US |
| dcterms.issued | 2023 | en_US |
| dcterms.educationalLevel | M.Phil. | en_US |
| dcterms.educationalLevel | All Master | en_US |
| dcterms.LCSH | Teleshopping | en_US |
| dcterms.LCSH | Consumer behavior | en_US |
| dcterms.LCSH | Consumers -- Attitudes | en_US |
| dcterms.LCSH | Consumers' preferences | en_US |
| dcterms.LCSH | Brand choice | en_US |
| dcterms.LCSH | Hong Kong Polytechnic University -- Dissertations | en_US |
| dcterms.accessRights | open access | en_US |
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