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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.

Citation status

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