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WHY DOES USAGE FREQUENCY INFLUENCE THE INTENTION TO REUSE MEMBERSHIP SERVICE? THE MODERATING ROLE OF REGRET AND GUILT
The main purpose of this research is to explore the effects of usage frequency on the intention to reuse membership service while having perceived value play a role as a mediator. Usage frequency of membership services can affect consumers' fairness judgment. The more opportunities consumers have to perceive the fairness of a service, the more likely it is that they will choose to receive the identical service from the same provider in the future, since they form a positive attitude toward the service. In addition, the perceived value of the consumer can lead to the reuse of the service because it gives satisfaction to the consumer. Another objective of this research is to examine the moderating effect of regret and guilt on the relationship between perceived value and the intention to reuse membership service. Consistent with regret literature, if consumers perceive a consumption value that is smaller than the initially expected consumption value when using a membership service, they will regret the use of the service. Further, negative emotion such as regret often lead to negative attitudes and behaviors of consumers. Thus, as consumers feel regret, their willingness to use the membership service will continue to decrease. On the other hand, consumers experience guilt when they benefit from an unfair process (Krehbiel and Cropanzano, 2000). Similarly, when consumers judge that they have exceeded the usage frequency of membership service based on social norms or ethical principles of individuals, they will perceive unfairness. Consumers may try to offset their negative emotion by continuing to use identical membership services even after the end of the contract period as compensation for their guilty feelings. Thus, as consumers feel guilt, their willingness to use the membership service will continue to increase. This study proposes practical implications that a firm operating a membership service program can encourage a positive response of consumers in their service process by theoretically identifying the intrinsic process related to consumers' intention to reuse the service.
