소비자의 조절 초점 성향과 귀인 방향이 충동구매 후의 후회감에 미치는 영향에 대한 연구

초록

This study examined the influence of customer's self regulatory focus (prevention focus vs. promotion focus) and Attribution (internal vs. external) on impulsively made purchases. We collected 314 data from both online survey and offline survey. A regression analysis has conducted to investigate the relationship between customer's post purchase regret and two independent variables. The results show that customers with the prevention focus show more post purchase regret. Also, customers who have tendency of external attribution experienced higher level of regret.

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