THE IMPACT OF PRODUCT REGRET ON REPURCHASE INTENTION

We examined the impact of product regret on consumers' repurchase intention and also the moderating effect of consumers' power state on the relationship between product regret and attribution, through an empirical survey with 203 participants. Results showed that product regret influenced repurchase intention through an attribution tendency toward product regret or a lack thereof. In addition, power state moderated the relationship between product regret and attribution. High-power consumers exhibit approach-related affect and an external attribution tendency, which is associated with a lower repurchase intention. In contrast, low-power consumers exhibit avoidance-related affect and an internal attribution tendency, which is not associated with a significant change in repurchase intention. Managerial implications and practical suggestions with regard to price discounts and consumer identity are discussed.