The Effect of Counterfactual Thinking on Post-purchase Behavior of Retail Management

• 영문명: The Effect of Counterfactual Thinking on Post-purchase Behavior of Retail Management
• 발행기관: 한국유통과학회
• 저자명: Young-Ei Kim Hoe-Chang Yang
• 간행물 정보: 『유통과학연구(JDS)』제16권 제2호, 1~10쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2018.02.28

영문 초록

Purpose - This study focused on the effect of counter-factual thinking on post-purchase behavior producing consumer regret at HMR selection and purchase. We have analyzed the factors that HMR production and distribution businesses should consider because distribution and marketing strategy reflecting consumers demand. Research design, data, and methodology – For the purpose of carrying out this research, we conducted a direst structured questionnaire to students at ‘J’ college. A total of 237 valid questionnaires were collected for students and their parents at J university. For the hypothesis test, exploratory factor analysis, t-test, regression and structure equation path analysis were performed. Results - The consumers who often resented HMR purchase did counter-factual thinking on post-purchase behavior were likely to do switching purchases. Counter-factual thinking on post-purchase behavior had a negative influence upon consumer s satisfaction with HMR safety and marketing characteristics. Conclusions - Consumers who had been satisfied to a certain degree might have cognitive dissonance of minor mistakes of HMR product were likely to have downward counter-factual thinking through contrast effects. Therefore, HMR producer and distribution businesses that had production, distribution and marketing strategy to satisfy consumers by raw material, freshness and safety were likely to switch to another product at one time mistake of selection, purchase and use.

목차

1. Introduction

2. Theoretical Background

3. Methodologies

4. Empirical Analysis

5. Conclusion

키워드

HMR Counterfactual Thinking Switching Purchase Repeated Purchase HMR Satisfaction Factors