THE ROLE OF ONLINE ATMOSPHERIC QUALITIES TOWARDS POST-PURCHASE REGRET IN AN ONLINE SECOND-HAND CLOTHING PURCHASES

• Main Author: Iskandarsyah Putra, Fadillah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48908
• Institution: Institut Teknologi Bandung

Second-hand clothing consumption has started to grow at a rapid pace, having the fashion category as the most favorite product to be purchased. Moreover, the advancement of technology has made it possible for second-hand products to be purchased through online retailers. However, as modern customers started to shift towards online shopping, customers are more likely to suffer post-purchase regret. Prior researchers have begun to concentrate on different aspects of the online shopping environment ever since this channel entered the commercial landscape, and found atmospheric qualities as an essential online shopping aspect due to its relationship with customer satisfaction. Pasjoom, as one of the businesses, engages in the online fashion resale, has the intention to tackle post-purchase regret factors that most second-hand clothing consumers experience following its purchases. This study uses a mixed-method approach to discover the factors that influence customer’s post-purchase regret in an online second-hand fashion product purchase. Semi-structured interviews were performed to 7 participants who have previously shopped second-hand clothing at Pasjoom. The interview output will become the foundation to determine the atmospheric cues which will be assessed in the questionnaire survey. Also, questionnaire responses were collected from 217 respondents who had experience in purchasing second-hand clothing through online platforms. PLS-SEM was used to test hypothesized relationships between the variables, namely perceived quality of product-related cues, perceived quality of service-related cues, perceived enjoyment, impulse buying, and post-purchase regret. The findings of this research show that in an online second-hand clothing purchase context, customers have more concern towards product-related cues rather than service-related cues. Furthermore, this research also discovers that impulse buying has a significant direct relationship with post-purchase regret. These findings are expected to become an input for Pasjoom’s marketers in preventing customer’s post-purchase regret experience by optimizing the atmospheric cues development on the website.