쿠폰 미지참으로 인한 후회감이 구매행동에 미치는 영향에 관한 연구

This study investigates how the existence of unused coupons affects consumer decision-making and postpurchase evaluation by employing the concept of regret. In an attempt to examine the moderating role of regret, this study develops two theoretical models: one of anticipated regret, and the other of experienced regret. The models can be summarized as follows. While making a purchase decision, consumers anticipate regret when they perceive the value of coupons available and yet they do not carry them. In Study I, coupon proneness, perceived benefit, and perceived acquisition cost are identified as the antecedents of anticipated regret, and a structural equation model is employed to test the effects of anticipated regret on purchase intention without coupon carried. After a purchase has been made, consumers feel or experience regret when they later realize that they have not used coupons. Study 2 examines how the experience of regret influences postpurchase evaluation and repurchase intention. Results of the study show that coupon proneness and perceived benefit have a significant impact on regret. In addition, consumers who anticipate regret either postpone purchase or decide not to purchase that brand, and the experience of regret lowers customer satisfaction and repurchase intention.