Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Exploring the Relationships between Regret, Dissatisfaction, and Repurchase Intention of Fashion Goods

  • Cui, Yu Hua (Dept. of Fashion Design, Yanbian University) ;
  • Bai, Yu Ling (Dept. of Marketing, BeijingInstituteof Fashion Technology)
  • Received : 2020.12.10
  • Accepted : 2021.02.19
  • Published : 2021.12.30
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Abstract

In the current economic downturn, it is easy for consumers to be emotional and regret their fashion product purchases. The purpose of this paper was to understand the effect of customer regret on the dissatisfaction and repurchase intention of fashion consumers in China, which is the world's largest fashion trading country. A total of 275 participants were recruited from a Chinese online survey system (www.sojump.com). The SPSS 22.0 statistical package was used for various data analyses. This study conceptualized the positive relationship between customer regret and dissatisfaction and the negative relationship between dissatisfaction and the repurchase intention of fashion goods. The findings indicated that customer regret could be categorized into two distinct types, chosen and forgone regrets. Chosen regret had a greater effect than forgone regret on dissatisfaction. The negative influence of dissatisfaction on repurchase intention was weak in consumers with a high level of regret-solving effort. The results of this study will help fashion businesses retain their customers, thus gaining long-term and repurchase economic value for the fashion industry.

Keywords

Acknowledgement

This paper is supported by Key Project of Social Science Program of Beijing Municipal Education Commission, China(No. SZ201910012 005); Special Fund for the Construction of High Level Teachers (No. BIFTTD202001) and Key Project of Education and Teaching Reform (No. ZDJG-1905) in Beijing Institute of Fashion Technology.

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