예상된 후회감이 소비자들의 비계획 구매에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine how anticipated regret under the situation of repurchasing might affect consumers unplanned buying due to the differences in disposition among consumers. We assume self-control and impulsive buying disposition as moderating variables to see how it influences consumer's unplanned purchase.
Drawing on the scenario between the two groups, one with higher anticipated regret condition, and the other with lower anticipated regret condition, a experiment was conducted among female, mostly the college students in local university.
When subjects were asked for the intentions of unplanned purchase under the condition of anticipated regret, group with lower anticipated regret was 3.83, a little bit higher than the group with higher ones of 3.33, which supported the hypothesis 1. According to the hypothesis 2, it was regarded that the effect of anticipated regret upon unplanned buying behavior would be influenced by self control disposition. However, self-control hardly plays a role as a moderator variable. In addition, a analysis has been done in order to examine hypothesis 3 which claims impulsive buying disposition as moderating variable. The result of ANOVA analysis supported that reciprocal effects between anticipated regret and impulsive buying and the interaction effect between two variables was statistically significant. This outcomes supported the hypothesis 3. Finally, the implication of the study was addressed and limitations and further suggestions for improvements were suggested.

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