Volume 24, Issue 3 (2020)                   IQBQ 2020, 24(3): 169-185 | Back to browse issues page

XML Persian Abstract Print


Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

azizi S, afifirad Z, Hajipor B, fazlali Z. Narrative Analysis of Factors Effect on Post- Purchase Regret Intensity of Young Women. IQBQ. 2020; 24 (3) :169-185
URL: http://mri.modares.ac.ir/article-19-40059-en.html
1- Associate Professor of Marketing, Department of Business Administration, of Management and Accounting, Shahid Beheshti University, Tehran, Iran , azizi.sbu@gmail.com
2- Phd student of marketing, Department of Business Administration, of Management and Accounting, Shahid Beheshti University, Tehran, Iran
3- Associate Professor of Strategic Management, Department of Business Administration, of Management and Accounting, Shahid Beheshti University, Tehran, Iran
4- Master of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran
Abstract:   (333 Views)
Regret is a key element of future customer behaviors & Post-Purchase Regret is one of the negative emotions after the purchase. The development of technology and the ease of access to information about not selected purchase options have raised the possibility of regret. Generally, there are various factors in the post-purchase regret that increase or decrease the intensity of this negative feeling. .In this research , based on Narrative research methodology, interviews  was conducted with 10 young women. thematic analysis revealed factors intensify post –purchase regret in 9 categories: ease of Physical and technical comparison options, acceptance of responsibility, brand credibility and product price level, decision maximization versus satisfaction, decision justification, social comparison, diversity and time horizons of future options, and ultimately enduring involvement with the chosen option.
Full-Text [PDF 1644 kb]   (75 Downloads)    
Article Type: Qualitative Research | Subject: Marketing
Received: 2020/01/25 | Accepted: 2020/08/9 | Published: 2020/10/1

Add your comments about this article : Your username or Email:
CAPTCHA

Send email to the article author