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The Effect of Social Tie Strength on Korean Consumers’ Regret: The Mediating Role of Perceived Causal Attributions

하영원|정정한
Academy of Asian Business (AAB)|2023.12|Academy of Asian Business Review|제9권 제2호|pp. 1-18|DOI 10.26816/aabr.9.2.202312.1

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참고문헌

키워드

Tie strengthStrong tiesPost-purchase regretInternal causal attributions

초록

The purpose of this research was to investigate whether recommendations from strong ties influence consumers’ post-purchase regret. Given that strong ties based on interpersonal trust can affect consumers’ emotions, we proposed that a close person’s recommendation can attenuate consumers’ regret and that this effect is mediated by perceived internal attributions. The results from two experiments (N = 477) supported our predictions that social tie strength would influence the decision maker’s internal causal attribution, resulting in alleviating post-purchase regret about negative outcomes of consumption. The implication of the findings on the regret theories and marketing strategies were discussed.

Abstract

The purpose of this research was to investigate whether recommendations from strong ties influence consumers’ post-purchase regret. Given that strong ties based on interpersonal trust can affect consumers’ emotions, we proposed that a close person’s recommendation can attenuate consumers’ regret and that this effect is mediated by perceived internal attributions. The results from two experiments (N = 477) supported our predictions that social tie strength would influence the decision maker’s internal causal attribution, resulting in alleviating post-purchase regret about negative outcomes of consumption. The implication of the findings on the regret theories and marketing strategies were discussed.

참고문헌 (44)

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