Narrative Analysis of Factors Effect on Post- Purchase Regret Intensity of Young Women
Regret is a key element of future customer behaviors & Post-Purchase Regret is one of the negative emotions after the purchase. The development of technology and the ease of access to information about not selected purchase options have raised the possibility of regret. Generally, there are various factors in the post-purchase regret that increase or decrease the intensity of this negative feeling. .In this research , based on Narrative research methodology, interviews was conducted with 10 young women. thematic analysis revealed factors intensify post –purchase regret in 9 categories: ease of Physical and technical comparison options, acceptance of responsibility, brand credibility and product price level, decision maximization versus satisfaction, decision justification, social comparison, diversity and time horizons of future options, and ultimately enduring involvement with the chosen option.
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.