저비용 항공사 이용의도에 영향을 미치는 부정적 소비감정의 선행요인에 대한 연구 - 예상된 후회감(anticipated regret)을 중심으로 -
Antecedences of Negative Consumption Emotion on Customer's Buying Intention of Low Cost Carriers Company - Focused on the Expected Regret -
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When the consumer buys inexperienced services or products, they can experience negative feeling like anticipated regret. Also people experience anticipated regret when decisions are important and difficult. So for the low cost airlines can be used by people more actively, it is needed to identify factors that affect to anticipated regret that consumer may experience when people use low cost airlines. In this study we figure out factors - predisposition toward maximizing, decision justifiability, product overload - to affect anticipated regret. Also we identify that purchase intention of low cost airlines can be affected by anticipated regret through empirical study.
Abstract
When the consumer buys inexperienced services or products, they can experience negative feeling like anticipated regret. Also people experience anticipated regret when decisions are important and difficult. So for the low cost airlines can be used by people more actively, it is needed to identify factors that affect to anticipated regret that consumer may experience when people use low cost airlines. In this study we figure out factors - predisposition toward maximizing, decision justifiability, product overload - to affect anticipated regret. Also we identify that purchase intention of low cost airlines can be affected by anticipated regret through empirical study.