구매후회와 포기후회가 사용의사와 재구매의사에 미치는 영향

• 영문명: 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
• 발행기관: 한국관광학회
• 저자명: 홍지연 조용현
• 간행물 정보: 『관광학연구』제38권 제6호, 79~102쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.08.31

영문 초록

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.

목차

I. 서론

II. 이론적 배경

III. 연구 설계

IV. 연구 결과

V. 결론

참고문헌

키워드

구매후회 포기후회 사용의사 재구매의사 매몰비용 효과 Post-purchase regret Regret about withdrawal Irrational use intention Repurchase intention Sunk-cost effect