earticle

영어

This study examined the influence of customer's self regulatory focus (prevention focus vs. promotion focus) and Attribution (internal vs. external) on impulsively made purchases. We collected 314 data from both online survey and offline survey. A regression analysis has conducted to investigate the relationship between customer's post purchase regret and two independent variables. The results show that customers with the prevention focus show more post purchase regret. Also, customers who have tendency of external attribution experienced higher level of regret.