Title

Overcoming the 'What-Ifs': Combating Post-Purchase Anticipated Regret in an Online Retail Setting

Advisor

Collier, Joel E.

Committee Member

Adams, Frank G.

Committee Member

Shanahan, Kevin J.

Committee Member

Moore, Robert S.

Committee Member

Cooley, Skye C.

Date of Degree

1-1-2017

Original embargo terms

Visible to MSU only for 3 years

Document Type

Dissertation - Open Access

Degree Name

Doctor of Philosophy

College

College of Business

Department

Department of Marketing, Quantitative Analysis and Business Law

Abstract

This research proposes a new construct, post-purchase anticipated regret (PPAR), to expand the existing retailing and regret theory literature streams. Specifically, the purpose of this research is to understand the antecedents and consequences of post-purchase anticipated regret in an online retailing context. Study 1 uses qualitative data drawn from depth-interviews with online shoppers to investigate the pre-purchase factors that contribute to PPAR formation. Building from these results, studies 2 and 3 empirically test an original conceptual model to holistically understand PPAR. Additionally, the role of online shopping self-affirmation and regret coping strategies are explored as means to combat PPAR formation. Managerial and theoretical implications are offered, as well as research limitations and future research directions.

URI

https://hdl.handle.net/11668/17610

Comments

Online Shopping Self-Affirmation||Coping Mechanisms||Online Retail||Regret||PPAR

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