Document Type : Original Article

Authors

1 Department of Management, UAE Branch, Islamic Azad University, Dubai, United Arab Emirates.

2 Department of Industrial Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.

3 Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.

4 Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

Abstract

The purpose of this study is to design a post-purchase regret model and determine online business strategies. Regret is a state of mind in which the customer is hesitant to buy a product or service. This hesitation can be due to paying a high price for the quality received, comparing the quality of the goods or services received with competing companies, or the result of various risks that may arise in online shopping. To design the regret model, the qualitative research method was used utilizing the grounded theory strategy and the Strauss-Corbin systematic design. The sampling method was judgmental and to collect information and achieve theoretical saturation, 14 semi-structured interviews were conducted with university professors and managers of online commerce and web-based businesses. The key points of the interviews were analyzed during the three stages of open, axial, and selective coding. For the validity and reliability of the research, the members` review, participatory, triangulation, and retest methods were used. The results were extracted in a paradigm model with 20 categories and 76 concepts. The Delphi method was used to prioritize the constructive factors of the model and the opinion of experts was determined in 2 stages and converged with a standard deviation of less than 0.05. The results of the research help online business activists to gain an accurate understanding of post-purchase regrets in online shopping behavior.

Keywords

Aktas, H., & Simsek, G. (2020). Consumer Behavior Models: Social Cognitive Theory. Peterlang, 139-152.
Armstrong, A., Abubakar, N. J., Sikayena, I. (2017). Investigating into factors accounting for cognitive dissonance (post-purchase regrets). International Journal of Multidisciplinary Research and Development, 4(3), 229-239.
Aydin, H., & Unal, S. (2016). Evaluation of Consumer Regret in Terms of Perceived Risk and Repurchase Intention: A Research on Car Owners. 6th International Conference on Leadership, Technology, Innovation and Business Management.
Bell, D. E. (1982). Regret in decision making under uncertainty. Operations research, 30(5), 961-981.
Bil, E., & Gökçe, G. (2022). The effect of consumers’ unplanned buying behaviour on post-purchase regret and webrooming behaviour. Business & Amp; Management Studies: An International Journal, 10(1), 208–228.
Bui, M., Krishen, A. S., & Bates, K. (2009). Modeling regret effects on consumer post-purchase decisions. European Journal of Marketing, 45(7), 1068-1090.
Carter, N., Bryant, D., DiCenso, A., Blythe, J., Neville, A. J. (2014). The use of triangulation in qualitative research. Oncol Nurs Forum, 41(5), 545-547.
Çelik, I. K., Eru, O., & Cop, R. (2019). The effects of consumers’ FoMo tendencies on impulse buying and the effects of impulse buying on post-purchase regret: An investigation on retail stores. BRAIN. Broad Research in Artificial Intelligence and Neuroscience, 10(3), 124-138. 
Charmaz, K. (2001). Grounded Theory: Methodology and theory construction. International Encyclopedia of the Social & Behavioral Sciences.
Charmaz, K. (2006). Constructing Grounded Theory, A practical guide through qualitative analysis, SAGE Publications, 1st edition.
Chen, W.K., Chen, C.W. & Lin, Y.C. (2020). Understanding the influence of impulse buying toward consumers’ post-purchase dissonance and return intention: an empirical investigation of apparel websites. Journal of Ambient Intelligence and Humanized Computing.
Creswell John W., & Timothy C. Guetterman. (2018). Educational Research: Planning, Conducting and Evaluating Quantitative and Qualitative Research, 6th Edition, Pearson.
Daroch, B., Nagrath, G., & Gupta, A. (2021). A study on factors limiting online shopping behaviour of consumers. Rajagiri Management Journal.
Davvetas, V. & Diamantopoulos, A., (2018). Should have I Bought the other One?, Experiencing Regret in Global versus Local Brand Purchase Decisions. Journal of International Marketing.
Deepak S.S., & Shrikrishnan J. (2018). Factors Affecting Post Purchase Regret in Online Shopping. International Journal of Pure and Applied Mathematics, 118(22), 915-920.
Dhaliwal, A., Singh, D.P. & Paul, J. (2020). The consumer behavior of luxury goods: a review and research agenda. Journal of Strategic Marketing, 1-27.
Ekici, N., & Dogan, V. (2013). An Analysis of the Regret Concerning the Process of Purchasing and the Regret Concerning after the Purchasing in the Context of Characteristic Properties. International Journal of Marketing Studies, 5(6), 73-83.
Gabler, C. B., Landers, V. M. &. Reynolds, K. E. (2017). Purchase decision regret: Negative consequences of the Steadily Increasing Discount strategy. Journal of Business Research, 76, 201-208.
Herweg, F., & Muller, D. (2021). A comparison of regret theory and silence theory for decisions under risk. Journal of Economic Theory, Vol. 193, Issue C. 1-19.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. Journal of the American Statistical Association, New York: Wiley.
Izah, V. N., & Iskandar, B. P. (2019). I see it, I buy it, I regret it: A study of online post-purchase regret phenomena of fashion products. Proceeding Book of the 4th ICMEM 2019 and the 11th IICIES, 281-286.
Kamiya, A. S. M., Zeelenberg, M., & Hernandez, J. M. D. (2021). Regulating regret via decreasing goal level: Comparing maximizers and satisfiers. Personality and Individual Differences, 178. Article 110870.
Katawetawaraks, C., & Wang, C. L. (2011). Influences of Online Shopping Decision. Asian Journal of Business Research, 1(2), 66-74.
Kaur, P., Dhir, A., Kaur, P., Chen, S., & Lonka, K. (2016). “Understanding online regret experience in Facebook use: Effects of brand participation, accessibility & problematic use”, Computers in Human Behavior, 59, 420–430. Mican, D., & Taut, D. A. (2020). Analysis of the factors impacting the online shopping decision-making process. 65(1), 54-66.
Mishra, A., Shukla, A., Rana, A. P., & Dwivedi, Y. K. (2021). From “touch” to a “multisensory” experience: The impact of technology interface and product type on consumer responses. Psychology & marketing, 38(3), 385-396.
Nicolas, C., & Castillo, J. (2008). Customer Knowledge Management and E-commerce: The role of customer perceived risk. International Journal of Information Management, 28, 102-113.
Park, J., Hill, W. T., Raacke, J. B. (2015). Exploring the relationship between cognitive effort exertion and regret in online vs. offline shopping. Computers in Human Behavior, 49, 444-450.
Park, J., & Hill, W.T. (2018). Exploring the role of justification and cognitive effort exertion on post-purchase regret in online shopping. Computers in human behavior, 235-242.
Parsad, C., Prashar, S., Vijay, T. S., Sahay, V. (2019). Role of In-Store Atmospherics and Impulse Buying Tendency on Post-Purchase Regret. Journal of Business and Management, 25(1), 1-24.
Patton, M. Q. (1999). Enhancing the quality and credibility of qualitative analysis. Health Sciences Research, 34, 1189–1208.
Sameeni, M. S., Ahmad, W., Filieri, R., (2022), “Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode”, Journal of Business Research, 141, 137-150.
Saunders, B., Sim, J., Kingstone, T., Baker, S., Waterfield, J., Bartlam, B., Burroughs, H., & Jinks, C. (2018). Saturation in qualitative research: exploring its conceptualization and operationalization. Quality & quantity, 52(4), 1893–1907.
Secapramana, L. V., Magdalena, G. J., Yuwanto, L. (2020). Impulsive Buying, Post-purchase Regret, and Credit Card. 2nd International Conference on Business and Management of Technology, 175, 5-10.
See-To, E. W., Papagiannidis, S., & Westland, J. C. (2014). The moderating role of income on consumers’ preferences and usage for online and offline payment methods. Electronic Commerce Research, 14(2), 189-213.
Skelton, A., & Allwood, J. (2017). Questioning demand: A study of regretted purchases in Great Britain. Ecological Economics, Vol. 131, 499-509.
Svobodova, Z., & Rajchlova. J. (2020). Strategic Behavior of E-Commerce Businesses in Online Industry of Electronics from a Customer Perspective. Administrative Science, 10(78), 1-24.
Swoboda, B. & Sinning, C. (2020). How country development and national culture affect the paths of perceived brand globalness to consumer behavior across nations. Journal of Business Research, 118, 58-73.
Tata, S. V., Prashar, S., Parsad, C., (2021), “Examining the influence of satisfaction and regret on online shoppers’ post-purchase behavior” Online shoppers’ post-purchase behavior, 28(6), 1987-2007.
Tseng, M.L., Sujanto, R.Y., Iranmanesh, M., Tan, K. & Chiu, A.S.F. (2020). Sustainable packaged food and beverage consumption transition in Indonesia: Persuasive communication to affect consumer behavior. Resources, Conservation and Recycling, 161, 1-11
Kumar, A., Chaudhuri, S., Bhardwaj, A., Mishra, P. (2020). Impulse Buying and Post-Purchase Regret: A study of shopping behavior for the purchase of grocery products. International Journal of Management, 11(12), 614-624.
Lazim, N., Sulaiman, Z., Zakuan, N., Mas’od, A., Chin, TA. & Awang, S. R. (2020). Measuring Post-purchase Regret and Impulse Buying in Online Shopping Experience from Cognitive Dissonance Theory Perspective. The 6th IEEE International Conference on Information Management, 7-13.
Liao, C., Liu, C. C., Liu Y. P., To, P. L., & Lin, H. N. (2011). Applying the Expectancy Disconfirmation and Regret Theories to Online Consumer Behavior. Cyber psychology, Behavior, and Social Networking, 14(4), 241-246.
M'Barek, M. B. and Gharbi, A. (2011). The Moderators of Post Purchase Regret. Journal of Marketing Research & Case Studies, 1-16.
Williams, N. J., Edwards, A., Elwyn, G. (2010). The importance and complexity of regret in the measurement of good decisions: a systematic review and a content analysis of existing assessment instruments. an International Journal of Public Participation in Health Care and Health Policy, 14(1), 59-83.
Youngwook Ha. (2018). Expectation’s gap, anticipated regret, and behavior intention in the context of rapid technology evolvement. Industrial Management & Data Systems. 1-22.
Zeelenberg, M., & Pieters, R. (2007). A theory of regret regulation. Journal of Consumer Psychology, 17(1), 3-18.
Zeelenberg, M. (2015). Robust satisficing via regret minimization. Journal of Marketing Behavior, 1(2), 155-166.
Zulkarnain, Z., Ginting, E. D; Novliadi, F., Siahaan, S. (2019). Outcome or process regret in online purchasing: Consequences of Brand Trust to Consumer Purchase Regret. International Journal of Supply Chain Management, 8(6), 75-80.
Zulkarnain, Z., Novliadi, F; Zahreni, S., Iskandar, L. M. (2018). Consumer purchase: how personality influences outcome regret and process regret. Journal of Business and Retail Management Research, 13(1), 100-107.