A Study on the Impacts of Post-Purchase Regret and Regret about Withdrawal to Irrational Use Intention and Repurchase Intention: Focused on the Sunk-Cost Effect of Hotel-Coupon Package (구매후회와 포기후회가 사용의사와 재구매의사에 미치는 영향-호텔 쿠폰 패키지 구매에 따른 매몰비용 효과를 대상으로-)

HONG JIYOUN (홍지연); Cho, Yong-Hyun (조용현)

A Study on the Impacts of Post-Purchase Regret and Regret about Withdrawal to Irrational Use Intention and Repurchase Intention: Focused on the Sunk-Cost Effect of Hotel-Coupon Package

Journal of Tourism Sciences
Abbr : JTS
2014, 38(6), pp.79-102
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

HONG JIYOUN ¹, Cho, Yong-Hyun ²

¹세종대학교
²세종대학교 호텔관광대학

Accredited

ABSTRACT

This study aims to analyze how after purchasing at item regret may follow, and the irrational intention to use and item, and even repurchase pre-paid coupon packages. Five different experimental scenarios were created and 536 respondents participated in the research. Results of the study indicate that consumer's regret after the purchase of coupon package influence the intention to repurchase. In addition, influence of the post-purchase regret differ based on the percentage of pre-paid coupons.

KEYWORDS

Post-purchase regret, Regret about withdrawal, Irrational use intention, Repurchase intention, Sunk-cost effect

Citation status

* References for papers published after 2023 are currently being built.

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