The anticipated regret, perceived uncertainty, price sensitivity, and purchase hesitation of internet fashion consumers - Focusing on overseas purchasing - 인터넷 패션 소비자의 예상된 후회와 지각된 불확실성, 가격민감도 및 구매 망설임에 관한 연구 - 해외 직접구매를 중심으로 -
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In this study, the effects of anticipated regret and perceived uncertainty on price sensitivity or purchase hesitation in overseas purchasing are analyzed along with the effects of price sensitivity on purchase hesitation. The survey was conducted among internet fashion consumers with experience in overseas purchasing and 480 responses were used in the data analysis. The results showed the psychosocial anticipated regret positively influenced the price importance, and the service, product and psychosocial anticipated regret positively influenced the price search. The preference and psychology uncertainty positively influenced the price importance, and the information and psychology uncertainty positively influenced the price search. The price importance positively influenced payment stage hesitation and shopping cart abandonment, and the price search positively influenced purchase hesitation in overseas purchasing. The functional, service and psychosocial anticipated regret positively influenced payment stage hesitation, and the service and psychosocial anticipated regret positively influenced shopping cart abandonment and overall purchase hesitation. In addition, the perceived uncertainty positively influenced the payment stage hesitation, and the information and psychology uncertainty positively influenced the shopping cart abandonment and overall purchase hesitation. The results of this study will be helpful for developing the marketing strategy for customer relationship management for overseas internet shopping web-sites.
I. Introduction
Ⅱ. Review of Literature
1. Anticipated regret and perceived uncertainty
2. Price sensitivity
3. Purchase hesitation
Ⅲ. Methods
1. Research object
2. Measurement instruments
3. Data collection and analysis
Ⅳ. Results and Discussion
1. Validity and reliability analysis
2. The effects of anticipated regret and perceiveduncertainty on price sensitivity
3. The effects of price sensitivity on purchasehesitation
4. The effects of anticipated regret and perceiveduncertainty on purchase hesitation
Ⅴ. Conclusion and Implication
References