Influence of Characteristics of Products and Situation on Regret, Dissatisfaction and Repurchase Intention after Purchasing Fashion Goods

제품·상황특성이 패션제품 구매 후 후회, 불만족 및 재구매의도에 미치는 영향

Cho, Nam Hae;Park, Soo Kyeong

  • Received : 2015.02.02
  • Accepted : 2016.01.12
  • Published : 2016.06.30


This study examined consumers' regret after purchasing fashion goods. We identified product and situational characteristics that influence regret as well as the relationship between regret and its result variables, dissatisfaction, regret solving effort and repurchase intention. We collected 642 copies of questionnaires, distributed to females in their 20's to 40's online from March $18^{th}$-$25^{th}$, 2010. Data was analyzed using SPSS 14.0 and LISREL 8.50. The major findings of the study were as follows. First, total five factors of product characteristics (called negative evaluation for value price, expectation difference, design/coordination, size/fitness and quality) were identified and three factors of situational characteristics (called sale/inaction, time pressure/shopping companion, and impulsive buying) were investigated. Regret was significantly effected by negative evaluation for value price, design/coordination, size/fitness, quality except negative evaluation for expectation difference in product characteristics and impulsive buying and situational characteristics. The results indicated a significant relationship between regret, dissatisfaction, regret solving effort and repurchase intention. These were the result to implicate that a consideration for the feeling of regret that influenced consumer satisfaction and dissatisfaction should be made from the aspect of marketing strategies.


Product characteristics;Situational characteristics;Regret;Dissatisfaction;Regret solving effort


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