Vol. 10 No. 1 (2022): Business & Management Studies: An International Journal
Articles

The effect of consumers’ unplanned buying behaviour on post-purchase regret and webrooming behaviour

Erkan Bil
Assist. Prof. Dr., Çanakkale Onsekiz Mart University, Çanakkale, Turkey

Published 2022-03-26

Keywords

  • Plansız Satın Alma Davranışı, Satın Alma Sonrası Pişmanlık, Webrooming’den Algılanan Fayda, Webrooming Niyeti, Webrooming Davranışı
  • Unplanned Buying Behaviour, Post-Purchase Regret, Perceived Usefulness of Webrooming, Webrooming İntention, Webrooming Behaviour

How to Cite

Bil, E., & Gökçe, G. (2022). The effect of consumers’ unplanned buying behaviour on post-purchase regret and webrooming behaviour. Business &Amp; Management Studies: An International Journal, 10(1), 208–228. https://doi.org/10.15295/bmij.v10i1.1990

Abstract

The study aims to examine the impact of consumers' unplanned buying behaviour on post-purchase regret and webrooming behaviour and determine whether consumers perform webrooming behaviour to the effects of post-purchase regret. The data were collected using the convenience sampling method; 594 people were reached through the online questionnaire, 588 of them were accepted as valid. After the validity and reliability analyses with the confirmatory factor analysis, the structural equation model created for the relationships between the variables was tested. The analysis results suggest that post-purchase regret has no mediating effect between unplanned buying behaviour and webrooming intention and webrooming behaviour. Instead, consumers' webrooming intention turns into a behaviour. Moreover, choice and behaviour were also influenced by the perceived usefulness of webrooming. In line with the study's primary objective, it was found that consumers' unplanned buying behaviour impacts post-purchase regret. The effect of post-purchase regret on webrooming was examined using two sub-dimensions. Results showed that outcome regret affects webrooming intention, but not webrooming behaviour. On the other hand, no effect of process regret on webrooming intention and webrooming behaviour was observed. While outcome regret did not affect webrooming intention and webrooming behaviour, process regret did not affect these two variables. However, there was no effect of post-purchase regret on the unplanned buying behaviour and webrooming.

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