201. Development of Post-Purchase Consumer Regret Scale in Case of Online Purchase of White Goods, Brown Goods and Consumer Electronics in Assam, India.
- Author
-
Boruah, Anannya and Goswami, Sinmoy
- Subjects
CONSUMER goods ,HOUSEHOLD electronics ,REGRET ,CONFIRMATORY factor analysis ,EMOTIONS ,CONSUMERS ,SPOUSES - Abstract
Post-purchase consumer regret is a negative emotion which can be detrimental and result in negative consequences for both consumers and marketers. The purpose of this paper is to propose and validate a Post-Purchase Consumer Regret (PPCR) scale in case of online purchase of white goods, brown goods and consumer electronics and to identify specific groups of consumers who require special attention for reduction of PPCR. The data has been collected from secondary sources as well as primary source, where a questionnaire has been administered amongst 200 respondents. Confirmatory Factor Analysis (CFA) was conducted for validation of the PPCR scale developed and one-way ANOVA and Independent Sample t-test were used to identify respondent groups who need special attention for reducing chances of PPCR. The study has helped in validating a revised scale for measuring PPCR in case of the aforementioned goods. It further shows that the marketers of aforementioned goods should focus on female and married consumers to reduce PPCR. The present study will help to identify the gap in our current knowledge to capture one's level of PPCR and thereby help in reducing it. [ABSTRACT FROM AUTHOR]
- Published
- 2021