@article{ART001985107},
author={Sangcheol Park and Sung Yul Ryoo and Kwak, Soo-hwan},
title={Users' Regret in Social Commerce: An Integrative Approach on Regret and Escalation Theory},
journal={Journal of Knowledge Information Technology and Systems},
issn={1975-7700},
year={2015},
volume={10},
number={2},
pages={247-259}
TY - JOUR
AU - Sangcheol Park
AU - Sung Yul Ryoo
AU - Kwak, Soo-hwan
TI - Users' Regret in Social Commerce: An Integrative Approach on Regret and Escalation Theory
JO - Journal of Knowledge Information Technology and Systems
PY - 2015
VL - 10
IS - 2
PB - Korea Knowledge Information Technology Society
SP - 247
EP - 259
SN - 1975-7700
AB - 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.
KW - Social commerce;Regrets;Escalation of commitment;Sunk Costs
DO -
UR -
ER -
Sangcheol Park, Sung Yul Ryoo and Kwak, Soo-hwan. (2015). Users' Regret in Social Commerce: An Integrative Approach on Regret and Escalation Theory. Journal of Knowledge Information Technology and Systems, 10(2), 247-259.
Sangcheol Park, Sung Yul Ryoo and Kwak, Soo-hwan. 2015, "Users' Regret in Social Commerce: An Integrative Approach on Regret and Escalation Theory", Journal of Knowledge Information Technology and Systems, vol.10, no.2 pp.247-259.
Sangcheol Park, Sung Yul Ryoo, Kwak, Soo-hwan "Users' Regret in Social Commerce: An Integrative Approach on Regret and Escalation Theory" Journal of Knowledge Information Technology and Systems 10.2 pp.247-259 (2015) : 247.
Sangcheol Park, Sung Yul Ryoo, Kwak, Soo-hwan. Users' Regret in Social Commerce: An Integrative Approach on Regret and Escalation Theory. 2015; 10(2), 247-259.
Sangcheol Park, Sung Yul Ryoo and Kwak, Soo-hwan. "Users' Regret in Social Commerce: An Integrative Approach on Regret and Escalation Theory" Journal of Knowledge Information Technology and Systems 10, no.2 (2015) : 247-259.
Sangcheol Park; Sung Yul Ryoo; Kwak, Soo-hwan. Users' Regret in Social Commerce: An Integrative Approach on Regret and Escalation Theory. Journal of Knowledge Information Technology and Systems, 10(2), 247-259.
Sangcheol Park; Sung Yul Ryoo; Kwak, Soo-hwan. Users' Regret in Social Commerce: An Integrative Approach on Regret and Escalation Theory. Journal of Knowledge Information Technology and Systems. 2015; 10(2) 247-259.
Sangcheol Park, Sung Yul Ryoo, Kwak, Soo-hwan. Users' Regret in Social Commerce: An Integrative Approach on Regret and Escalation Theory. 2015; 10(2), 247-259.
Sangcheol Park, Sung Yul Ryoo and Kwak, Soo-hwan. "Users' Regret in Social Commerce: An Integrative Approach on Regret and Escalation Theory" Journal of Knowledge Information Technology and Systems 10, no.2 (2015) : 247-259.
