Users' Regret in Social Commerce: An Integrative Approach on Regret and Escalation Theory

Sangcheol Park; Sung Yul Ryoo; Kwak, Soo-hwan

As social commerce has rapidly grown, there has been little attempts to examine why individuals continue to use the social commerce even though they have felt regret on using it. In this study, we draw upon both integrate regret theory to escalation theory to explain why social commerce users have willingness to continue to use. Drawing on the theoretical views from both regret and escalation, this study develops and tests a research model of an individual's escalation by mediating their regret in social commerce settings. Survey data collected from 169 users who have feelings on regret after purchasing items in social commerce was used to test model using PLS(partial least square) techniques. According to our results, sunk cost was found to have significant impacts on both regret and willingness to continue use. We also found that the effect of sunk cost on willingness to continue use is positively mediated by regret. The contribution for research is that it develops and tests a integrative model of understanding individuals' regret and escalation behavior by employing both regret and escalation theory. In addition, our attempts can help many of social commerce firms to understand the mechanism of user's purchasing decision and also find why they continually tend to use social commerce. Our findings can also provide firms with alternative arrangement to overcome the limitation of potential growth in social commerce industry.

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* 2022년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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