A STUDY OF ONLINE POST-PURCHASE REGRET OF FASHION PRODUCTS
From the eye of the parties involved in a shopping experience, purchasers hope to get fulfillment with the products they have purchased, while sellers hope to maintain their buyers by making them fulfilled and create loyalty. Nevertheless, not every shopping activity able to yield such outcomes. Par...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/38728 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | From the eye of the parties involved in a shopping experience, purchasers hope to get fulfillment with the products they have purchased, while sellers hope to maintain their buyers by making them fulfilled and create loyalty. Nevertheless, not every shopping activity able to yield such outcomes. Particularly that nowadays Internet has made it easier than ever for consumers to purchase fashion products anywhere through online platforms, consumers are more prone in experiencing regret after purchase. From the review of previous literatures, the gap remains on the post-purchase regret in online shopping context for specific product category. Thus, this study aims to dig deeper into types of post-purchase regret that occurs in the context of fashion products online purchases and the factors that affects it. Further, this study aims identify and understand the behavioral consequences following the regret. Qualitative approach of Constructivist Grounded Theory was used in this study. Open ended interview with a total of 19 purposive samples and 3 theoretical samples of early adults, residing in urban area of Indonesia (Bandung, Jakarta and Cirebon) were conducted. Through the analysis of initial coding, focused coding, and categorizing, the finding indicates that there are two types of regret experiences namely Regretting the outcome and Regretting the process, with each one emerges from causal factors. The former includes Product Quality, Product Fit, Product Aesthetics, Product Price and Product Utility as the factors, whereas the latter consist of Social Influence, Impulsive Buying, Information Search, and Alternative Evaluation. This study also discovered five behavioral consequences following the post-purchase regret including; Anticipating through learning, Complaining, Taking revenge, Switching, and Giving up with each one ranging from the lowest level of regret and deleterious consequences to the highest. |
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