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http://dx.doi.org/10.30693/SMJ.2018.7.3.35

Consumer regrets of online direct overseas buying experience  

Kim, Myung Jin (전북과학대학교 호텔관광바리스타과)
Publication Information
Smart Media Journal / v.7, no.3, 2018 , pp. 35-42 More about this Journal
Abstract
This study was conducted to propose a marketing solution for overseas online direct purchase market customer's relatively low satisfactory level in services provided, compared to that in domestic market. From the investigation, we have obtained the following results. First, relationships between regret level, regret effort, and repetition intention support that attitudes toward purchasing may be different when the regret is settled. Second, consumer's innovativeness is very important as a leading variable for regret. Third, unlike consumer regret previously known to lead dissatisfaction and negative behavior, regret also can cause repetitive purchasing through different regretting processes.
Keywords
consumer's innovativeness; regret; overseas online direct purchase;
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